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Aug 19

Choosing images for your sales presentations: don’t illustrate, suggest!

sales presentations: don’t illustrate, suggest It is often tempting to illustrate words: the sales rep says “car”, and shows a picture of a car. In doing so, he is taking his client for an idiot, matching the image with a direct description, much like children’s books do. But that is not the goal: what you want to do is inspire your client, by creating inspiring analogies. To inspire the right brain and get it up and running, you have to allow room for imagination. Illustrating the word with a literal image does not allow any space for imagination. It is better to use analogies, from outside the business world whenever possible, to engage the right brain and the imagination… suggest rather than describe, to allow the client to imagine… let him imagine the situation, the parallels with his situation, the outcome, the whys and the wherefores.

The image should not serve to illustrate any given word, it should serve to engage the client’s attention. For instance:

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To illustrate Avoid Opt for
Change  sales presentations: don’t illustrate, suggest  sales presentations: don’t illustrate, suggest
To illustrate Avoid
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Coach  sales presentations: don’t illustrate, suggest  sales presentations: don’t illustrate, suggest
To illustrate Avoid
Listen  sales presentations: don’t illustrate, suggest  sales presentations: don’t illustrate, suggest
To illustrate Avoid
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Effort  sales presentations: don’t illustrate, suggest  sales presentations: don’t illustrate, suggest
To illustrate Avoid
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International  sales presentations: don’t illustrate, suggest  sales presentations: don’t illustrate, suggest
To illustrate Avoid Opt for
Result target
 sales presentations: don’t illustrate, suggest  sales presentations: don’t illustrate, suggest
To illustrate Avoid
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Prospection  sales presentations: don’t illustrate, suggest  sales presentations: don’t illustrate, suggest orsales presentations: don’t illustrate, suggest
To illustrate Avoid
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Think  sales presentations: don’t illustrate, suggest  sales presentations: don’t illustrate, suggest
 To illustrate Avoid  Opt for
Risk
 sales presentations: don’t illustrate, suggest  sales presentations: don’t illustrate, suggest
To illustrate Avoid
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Delay  sales presentations: don’t illustrate, suggest  sales presentations: don’t illustrate, suggest
To illustrate Avoid
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Speed  sales presentations: don’t illustrate, suggest  sales presentations: don’t illustrate, suggest

See this news in French: http://presentations-de-vente.com/images-pour-presentations-de-vente-suggerer-plutot-que-illustrer

3 comments

  1. Arpit Daniel Das

    This is a new perspective to me, I have never thought this way before. This is a good idea, the examples are too good. The only thing that I’m worried about is that; can’t pictures be misleading? Not all the pictures but some of them. What do you do then?
    Thanks for sharing your perspective, it made me think differently.
    Arpit
    authorSTREAM Team

    1. jfmessier

      Yes you right, pictures can be misleading. This usually ocuurs when people illustrate words… don’t illustrate words. Focus on ideas. More explanations in this post: http://newsalespresentation.com/illustrating-ideas-words-guarantee-effectiveness-sales-presentations

    2. jfmessier

      One thing more ;-) Don’t forget that “A picture is worth a thousand words”. Reason why people could understand any picture in many ways. Reason why we should never use pictures without words, in order to influence the audience understanding of the picture. Not many words, never more than seven, but a few.

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