Psychology of Sales: Using Images to Close the Sale

You've heard the clichés: a picture is worth a thousand words, don't just tell 'em - show 'em, have to see it to believe it, etc. These are more than just trite axioms you've heard hundreds of times - they are truths, and if you're in the sales industry, it would behoove you to pay attention to visuals during your sales presentations.

Approximately two thirds of all people are visual learners, which means they must see something (images, people, film, etc.) with their eyes in order to fully understand and retain the information. If you don't have a visual component to your sales presentation, you are certainly missing a beat.

Visual elements can be added in a number of simple, seamless ways, for example:

- hand the prospect a brochure, pamphlet, sample, or other visual representation or summary of your product or service
- direct the prospect to your website, where he or she can view statistics, testimonials, examples, specifications, research results, movies, etc.
- use some kind of dynamic visual during your presentation (projector and slide show, laptop, three-ring binder, etc.)
- have the prospect interact with you by instructing them to draw an illustration that makes your point more evident, details benefits or features in a line-by-line fashion, calculates simple (yet impressive) numbers realistically representing their cost savings or potential earnings, etc.
- show the prospect photos and written testimonials from other satisfied clients (this is sometimes called "social proof")
- bring your product with you, and if you can't give the prospect a sample, demonstrate use of the product so they can see how it works
- have the prospect close their eyes and imagine something (especially if you can have them imagine the solution to a problem they have, a solution that is preferably created by whatever you're selling!)

By adding one of more of these visual selling methods to your presentation or pitch, you should notice an increase in your closing rate.

But what if you're stuck with strictly phone sales? Don't worry, you can still incorporate visuals by directing prospects to your website, having them write down your name and telephone number, emailing (or snail mailing) them a follow up message, shipping a sample or brochure, etc.

In the psychology of sales, we look at specific reasons that people buy, and visual support is definitely one of those factors. Many real estate agents have said that the easiest way to sell a house is to help the potential buyer see or imagine themselves living in the house. If they can "see" it, then they are much more likely to buy it.

To increase your closing rate, add appropriate visuals as suggested above, or create your own visual support. Now, go ahead and "show 'em and close 'em!"


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