Before you start the sales section there is a vital point to cover - however good your presentation is, however much work you put into it, however convinced you are that you have the best product, or service, on earth (and most of you will be) - most of your customers don't speak the same language as you and so they will not understand you!!

Why is this? - it's because people communicate in different ways, these are :

• Through pictures... 
  these people are called visuals 
  
  
• Through the written and spoken words... 
  these people are called audibles
  
  
• Through touch, feeling and emotion... 
  these people are called kinaesthetics 
  

Conclusion

Dynamic Psychology
by John Saxon CInst SMM
Copyright fastlink solutions limited, 2004 

Visuals

These are the people who communicate through pictures and are attracted, or repelled, by your logo, your literature and your product, simply because of the way it looks. 

They use expressions like 'I see what you mean' and cannot follow simple directions unless they can see the map, but, show them the map and they will memorise it and be able to find wherever they want go.

In order to communicate effectively with visuals you will need to include pictures in your sales presentation.  You may talk yourself blue in the face with a visual, but still never get the message across, but show them a picture, draw a plan, ask them to visualise it in their minds eye, and they are there all the way.

Ensure you build plenty of pictures, photographs, etc. into your sales  presentation. They don't need to touch it but if they don't see it, they won't buy it. 

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Audibles

These are the people who communicate primarily by written and spoken word and are typically teachers, poets, copywriters, writers, etc. It doesn't really matter what it looks like but you need to describe your product, or service, in word pictures.

In order to communicate with audibles, develop a good aural presentation. They may use phrase such as 'I understand what you are saying' or 'that sounds ok to me'. With an audible a picture does not say a thousand words.  

Most audibles detest poor spelling and grammar and they have been known to walk out of restaurants because the menu has spelling errors in it. 'If they take as much care over the food as they do their spelling, I don't want to eat there' is what they will think.

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Kinaesthetics

These are the people who will 'flick' a business card - if it's not quality neither is your service, or product, and they won't want it.  Before they buy they must hold whatever it is you have to sell and feel good about it.  Typical occupations are people people, for example: salespeople, social workers, police, etc.  Many highly emotional people are kinaesthetics.

In order to effectively sell to kinaesthetics it is necessary to have them touch, feel or hold something during the presentation. For example: if you were selling kitchens take a sample door and worktop for them to experience the touch and smell.

Kinaesthetics are the people who have to pick your product up, off the shelf, even though it says 'please do not touch display' If they don't touch it they won't buy it.

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Conclusion

Each of us communicates more effectively, or we are stronger in one or two and are weaker in one or two. 

To the kinaesthetic the audible may as well be speaking in Japanese.  So what chance is there to sell to them? By learning how to overcome this you will increase your sales success dramatically.  

There are a variety of different ways to determine whether a person communicates more strongly as a visual, kinaesthetic or audible and there have been many books written on the subject, most recently under the umbrella of NLP (Neuro Linguistic Programming).

However the most successful way of dealing with the different types of people you may meet is to realise that you, yourself, are either a visual, audible or kinaesthetic and to develop a sales presentation that will encompass all three types. 

Practise particularly on the areas where you are weakest. So, for instance, if you are a visual then the words pictures and touch / feel and emotion side of your presentation will need to be developed, since your preference is to draw things and rely on 'showing' them your product or service.

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