People tend to fall into one of three categories in terms of how they think or process information: "visuals," "auditories" or "kinesthetics." If you knew what system your client was using to evaluate your ideas, would you be more effective? Of course you would.
Visuals
In this column, we're going to discuss visuals. Visuals make sense of words by constructing or recalling images in their mind. About 35 percent of your prospects fit this category. They translate all your words into pictures they can comprehend, thereby gaining rapport and trust with you. These are prospects who like bar charts, graphs, beautiful scenes, things that help them think readily in pictures.
Visuals will give you certain cues to show you how they think. They move their eyes in three basic directions. Visuals will look up to the right when constructing and creating thoughts of what may happen. If the visual looks up to the left, they are recalling things they have seen before. Finally, visuals may move their eyes into a defocused, blank stare. When your prospect does this, they are synthesizing and translating your words into pictures they can understand more quickly.
Even the words these people use are visually based. Visuals use words such as "look"—That looks good to me, or "clear"—That's clear so far, or "I see"—I see what you mean, or "view"—Here's my view on this.
Use specific strategies when dealing with visuals: 1. Draw illustrations of your ideas on paper. 2. Talk with your hands. 3. When showing a visual a fact sheet, hand it to him and stop talking. When your prospect is done processing the information, he'll re-establish eye contact. 4. Watch what you wear. Color research has shown that visuals may rate you higher in credibility when you wear blues and grays instead of browns or beiges, and of course, when you are well groomed.
Visuals want to hear specific words from you that describe your product clearly in pictures. Phrases that help them access their natural thought picture system quickly are: "Do you see what I'm talking about?" "What's your view on this?" "In your perspective does this look like it will work for you?" "Do you envision this as the kind of retirement you want to have?" If you use visual, sight-based words on your visual prospect, you will gain more rapport and trust, and he'll buy from you faster.
Knowing how your prospect processes information can help you make the sale.
Kerry Johnson, MBA, PH.D., (www.kerryjohnson.com) is a best-selling author, coach and speaker. Responses and questions can be sent to [email protected].
