When it comes to communicating value to internal and external stakeholders, there are a million and one ways to do this. Rather than explaining the product specs, features and benefits, put your effort into articulating value visually. Stakeholders won’t care about the extra hour of battery life or the program’s adaptability if they haven’t even decided whether or not this product is for them. This is why accessible, visual evaluation options for buyers are so important.
Tip #1: Visualisation is proven to work!
Psychology Today describes visualisation as a tool to “[access] imagination to realize all aspects of an object, action or outcome.” It’s been proven that visualisation is a key to success, so what are you waiting for?
Tip #2: Focus on feelings.
The buyer’s feelings are your way to their heart (and their wallet). Focus on the feelings associated with purchasing your product and help them find value in your product.
Tip #3: Use visual descriptions.
By using visual descriptions, you are encouraging buyers to visualise how your product will serve them. When they see your product working, they’re going to want it. Make sense?
Tip #4: Ask probing questions.
Determine what problems, difficulties or qualms a buyer might have with their current options and make them think about how you could fix those.
Tip #5: A picture is worth a thousand words.
No one wants to read the fine print before they know what they’re reading about. Use graphics whenever possible to draw in the buyer’s eye and prevent boredom straight out of the gate. This creates a mental transformation and highlights change management in the eyes of the seller, which in turn plays into stakeholder management.
Tip #6: Use graphics whenever possible.
Buyers aren’t likely to sit down with an instruction manual to figure out how a product works. Flowcharts or infographics can help a buyer visually understand how your product works and get a better read on the customer-facing content.
Tip #7: Design matters.
Whether or not you can afford a graphic designer, make sure your graphics are visually appealing and easy to follow. Use the internet to your advantage and stick to the basic rules of graphic design.
Tip #8: Less is more.
Use fewer words that are more accurate. You’ll be hard pressed to get a buyer to read a wordy pamphlet if they don’t already have an established rapport with your company. Using fewer words helps buyers perceive your company and products as accessible.
Tip #9: Create an experience.
Ever read an encapsulating book? It was most likely the vivid descriptions that caught your attention and created agile memories. The same goes for sales; if buyers remember the shopping experience, they are more likely to remember your brand.
Tip #10: Make it interactive.
Buyers are more likely to stay engaged if they are consistently paid attention, asked questions, and made to think critically about the information they are consuming. Make your content interactive to keep them interested.
Whether you’re selling cleaning supplies or computer programs, use the mind’s eye of the buyer to your advantage. Visualization is a powerful tool that can help people manifest their desires and clearly articulate their needs. Try it out and see what it does for your company!