This short video (Adam Bensman) teaches a sales communication secret: use emotionally charged, visual language to "transport" prospects. Bensman argues words should paint vivid mental imagery that moves a prospect from experiencing pain to seeing the solution and then imagining life after (example: new roof -> pain-free, worry-free). He frames the salesperson as a "word artist" and contrasts bland phrasing with supercharged alternatives (e.g., "pretty quickly" vs. "lightning fast").
Chapters
Shh. I'm going to let you in a little communication secret. The greatest movies of all time, the greatest books of all time, the greatest series of all times, transport you into a world, immerse you in this landscape that you get addicted to. But what if, as a salesperson, you could do the same thing for your prospect? Well, you can, because every single word that you say is going to be interpreted by that homeowner as they hear it or as they see your lips moving. And it's going to paint this visual image and inside their mind. The more emotionally charged language you use, the more visual imagery that you paint with your words will transport that prospect to the pain that they're in, bring them to the solution that you are presenting is the most optimal thing for them, and then transport them to a world of experiencing your service, your product, or in this case, the brand new roof, life after, of pain free and worry free. So you, my friend, get to be a word artist. Are you going to use bland language like, yeah, we can get that done pretty quickly or. Or you're going to supercharge it? We can get it done lightning fast.
