The Tall Lady With the Iceberg:The Power of Metaphor to Sell, Persuade & Explain Anything to Anyone Paperback – Nov 15 2004
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About the Author
Anne Miller founder of Chiron Associates, Inc. is a widely respected sales & presentation speaker, seminar leader, consultant, and author. She assists high profile Fortune 1000 companies in media, financial services, and business present and sell products and services worth millions of dollars. She is the author of “Make What You You Say Pay!” “365 Sales Tips for Winning Business” and “Presentation Jazz!” Anne lives with her family in NYC
Inside This Book(Learn More)
Top Customer Reviews
Metaphorically Selling is an important resource. This book teaches and enlightens the reader while it entertains, keeping both halves of the brain happy. Moreover, the evolving chapters of this book actively guide the reader through those nagging doubts about whether he or she can actually create his or her own appropriate metaphors. Thus, after reading this book, the reader can't help but spontaneously come up with appropriate metaphors for any situation. Though this book is meant for increasing business success, the concepts in this book can be used to communicate or teach more effectively at work and in everyday life.
Most Helpful Customer Reviews on Amazon.com (beta)
I have been in sales and marketing for over 25 years. I have read enough books on sales to fill a library. Some good, most just raw material for confetti, with a few books that are great. I feel this is the most important book anyone in business or selling can read.
I have lost sales even though profit analysis and side by side cost analysis both dramatically reveal the supremacy of the course of action I propose. I go slow, get agreements all the way through, heads nodding, even agreement that they want to go with what I propose. And there are STILL cases where I am flabbergasted and frustrated because the deal doesn't close! Then I know - THEY JUST DIDN'T GET IT! Going slow, getting agreements along the way and my point went right over their heads.
I sell a service to physicians...and they are doctors, not business people. In fact that is how I found this book. I knew I had to find some method of better communication that would allow me to make critical points easy to understand by a lay person without loosing their power. Through searching on google I found a link to this book and the author.
The magic of this book is it immediately enables you to communicate powerfully and effectively with anyone about anything, and in a way that sticks in their mind and they REMEMBER. And in sales and business that is critical to success.
This is why I feel Anne Miller's book is the most important book you will read and this is a book that will put money in your pocket! You will sell more, period.
This book would be number one on my recommended reading list, the next 2 books on sales I would recommend after this are Value Forward Selling by Paul R. DiModica, and Never Cold Call Again by Frank J. Rambauskas Jr.
All three of these books are no b.s, practical, and most importantly, they work in the real world.
Why not just buy a book on language or read up on metaphors? Miller uses examples of applying metaphors in business situations, something you won't find in metaphor-related books.
The book starts off with the "Sorry Seven," seven kinds of people who tend to put listeners to sleep. The book is divided into four sections. The first shows why you should use metaphors in making your case. They help appeal to both sides of the brain. Miller uses Robin Williams and Joe Friday to represent the right and left brains respectively. This is a clever way to remember which side of the brain is which in terms of telling (Joe Friday) and showing (Robin Williams).
Section two shows how to create effective metaphors with a four-step workout (no running involved). Section three is about applying the power of metaphors in the selling process. You've heard "Practice makes perfect" and section four is about practicing with the metaphors. In this section, Miller encourages becoming a clipper for clipping quotes and other gems. She also shares her valuable collection of quotes to get you started.
This book not only serves as an educational read that's as fluid as reading a work of fiction, but also as a reference and a workbook as the end of each chapter has worksheets to practice using metaphors.
Structure: 24 chapters spread over four sections:
1. The Case for Metaphor
2. Building Metaphor Muscle
3. Selling with Metaphors
4. Metaphor Maintenance
What are Metaphors, and When do You Need Them? (Ch. 2 and 3; pp. 13-26)
Metaphors are shortcuts to instant understanding through the use of powerful imagery. As Anne says on page 13, "Information + Metaphor = `I see what you mean!'" She provides real-world examples from famous figures and also includes practical worksheet tools (pp. 18-23) to help you start your way down the road to metaphor mastery. Chapter Three underscores the importance of using metaphors whenever you sense your audience slipping away from you.
Burners: Explain, Simplify, Reinforce Points (Ch. 15; pp. 87-97)
The more we talk, the less people listen. Brevity is the soul of wit, and Ann shows how this applies to sales. Use metaphors to produce simple, concise, and relevant points that will help you make more sales in less time.
Travel to Other Worlds (Ch. 23; pp. 137-139)
Anne uses this brief chapter to drive home the point that true metaphorical mastery means being able to use metaphors from different aspects of life and the world as a whole. For example, your sports metaphors may work wonders with many, but they certainly won't work for everyone. You need to expand your metaphorical horizons. A worksheet on page 139 helps you think about using different metaphors to produce similar imagery.
An excellent tool for our selling toolkit.
* Lack of understanding
* No urgency
* No differentiation between products
* Confusing value with price
* Fear of change
* Fear of large commitment
* No perceived value-add
* Fear of getting burned. Again.
Then she quickly gives you ways to communicate through the blind spots.
Ever heard of a Horse Chart? That's a PowerPoint where you have a picture/chart (say a Horse) with a title that says
exactly what it is (Horse). Nothing about the impact, effect or utility of the chart in the title. Instead of Sales use a title that talks to clients issues. ( Sales drop dramatically in the 3rd quarter)
A line I really enjoyed. " People simply can not imagine needing something they have not experienced - unless its explained in terms of what they know and love ."
This is a book for those sales and marketing people who want to kick down the doors and storm the castles of their reluctant prospects. In dong so you will be able to make more money than ever before.