What Is a Metaphor?
Your MSP business needs to save time and effort in communicating products or services. Metaphors do that. A metaphor is basically a brief allegorical comparison. For example, instead of explaining how Apple computers tend to be more stylish and have specific applications, and Microsoft tends to be less expensive and more customizable, you might say something like “Apple is to Tesla as Chevy is to Microsoft”. This is a comparison that’s metaphorical. It communicates a complicated concept simply and directly.
More Effective Metaphors
Sales metaphors aren’t going to just jump out of the air and into your brain. Well, they might, but it’s unlikely. More realistically, you’ll want to carefully design metaphors to most efficiently match customer preferences, desires, and pain points. Following, we’ll go over this in greater detail, including three distinct tips to help maximize the effectiveness of sales metaphors:
1. Strong Metaphors Can “Sell” Your MSP’s Products or Services
Metaphors can’t be weak. You shouldn’t use something like: “IT is similar to rain in that it’s all over the world.” Okay, sure; but what’s the value of that to the customer? It’s important to design metaphors around what customer pain points are so that you can reach them directly. A better metaphor for, say, an educational client would be something like: “IT is the knowledge highway that brings your students to their education destination.”
2. Metaphor Mastery: Read, Listen, Observe, Take Notes, Practice
For best success in metaphors, first, identify who your MSP business primarily serves. Read up on their industry. Listen to the varying issues defining their day-to-day egress. Observe their pain points. Take notes on all this information, then practice by writing a host of metaphors down which fit the research you’ve just done.
3. Select from the Best Metaphors and Allegories, Use Them in Sales
Once you’ve done proper research and written some mock-up metaphors down, you’ll have ample material from which to choose. To metaphorically describe the use of metaphors, think of it like this: a solid metaphor acts as an elevator pitch to customers.
Instead of spending half an hour describing the “whats” and “hows” of new tech, a one-line metaphor can communicate the same concept briefly and directly to the extent of potential customer understanding.
Here’s something your MSP’s sales team will soon discover: IT “savvy” is very low among even the most tech-heavy customers. They just don’t understand. Without metaphor, you may not even be able to communicate what your MSP does. So research and select from the best for effective communication.
More Effective Metaphors
When an MSP business incorporates metaphors into product or service sales, utilizes research to strengthen said metaphors, and co-opts only the best ones, there is a much higher likelihood of customer conversion. This metaphorical maximization won’t happen on its own; so do your homework and choose the best metaphors from what you come up with.