Seeing is Believing – Using Visuals in Your Sales Presentation

Humans are incredibly visual creatures. If you think about which sense you use most often to physically navigate through the world, it’s your sight. When an attractive person walks down the street, it’s fun watching the heads swivel, because everyone wants to see person. This has some interesting and powerful implications on interpersonal communication, even though we primarily think of communication as being sound driven (i.e. talking and listening). By incorporating the sense of sight into your communicating, you engage with the other person much more completely, and they are able to really grasp what you are conveying

Here are three ways that you can use sight in your interpersonal communication, especially when you are in a selling situation. This is just the beginning of bringing other senses into your communication and it’s is a big part of improving your ability to influence other people:

1.Be aware of body language and facial expressions

I’ve read different reports that all give a different weight to the importance of body language and facial expression in communication. They all agree, though, that they are really important. Some studies suggest that over 50% of interpersonal communication could be based on just your posture, movements, and expressions. Most of physical expression is so subtle and unconscious that we don’t even notice that we are giving out these clues when talking to others.

Even though many of these are unconscious, we can become aware of, and control, the visual signals we give others. One of the most common for example, is the sign that we give others when we cross our arms across our chest. It’s often an unconscious visual signal that we are “closing off” our mind and not listening to the other person. Just learning to open your arms when listening to a client can have a huge impact. This is just one example of the subconscious signals we are giving each other as we speak to one another.

2.Your visual presentation tools

Don’t forget the adage that a picture is worth a thousand words. When you are talking to someone, what are they looking at? Are your sales materials clear and visually attractive? Do they get your point across? If you use a brochure, prospectus, or PowerPoint presentation, for example, use pictures and images that are emotionally evocative. Make sure that the pictures are telling the same story that your words are.

Also, remember that the condition of your visual images tells a story as well. Don’t use sloppy, dirty, or confusing materials. And make sure your most important visual presentation tool – your appearance – is also in alignment with your message. Make sure that you aren’t sloppy and unkempt. Also, match your appearance with the message that you are communicating. If you are selling insurance and attempting to sell respectability and trust, by all means put on a blue suit, white shirt, and power tie. If you are representing a young, new technology; a hipper appearance would make sense.

3. The talking pad

A very simple (and very powerful) tool in a sales call or any conversation where you’re trying to influence someone is to use a “talking pad”. This is basically a sheet of paper where you writing down the main points that you are trying to communicate. It can be as formal as a legal pad or notebook that you take on your sales calls, or it can be as informal as a napkin in a restaurant or the back of an envelope. The important component is that you are writing something down for the person to look at while they are listening to what you are saying.

This can be especially powerful when you are using numbers. For example, just saying, “If you take 100 widgets that would be a total of 2500 hundred dollars; with the 20% discount over 4 payments would be only five hundred a month” is a sure way to make sure the information goes in one ear and out the other. However, if you write on a piece of paper, “100 widgets = $2500 x 20% discount = $2000 over 4 payments = $500/payment, it’s a much stickier message and they process it much more quickly and much easier.

These are three simple ways to make sure that you use the power of sight when you talk with people. If you have any other ideas, please let me see them.