A bloodhound is known for its ability to track human beings. Show a bloodhound a picture of an escaped prisoner or missing person and it means nothing to him. But give him a piece of the man or woman’s clothing to smell and he gets the idea right away. The dog’s best “gate of perception”—the quickest route to his comprehension—is his nose.
People do not see the world the way a dog does. A man or woman grasps an idea or thought most easily when they see it. This is supported by the old proverb, “A picture is worth a thousand words.” For people in general and customers in particular, the eyes are the best gate of perception. Show your customer a product or a picture or illustration of the product and they get the idea right away.
Some years back, Mobile Oil conducted a study to determine how much we learn through each of our senses. The results of the research show that by far the best gate of perception for a man or woman is through sight.
• 83% through sight
• 11% through hearing
• 3.5% through smell
• 1.5% through touch
• 1% through taste
Doesn’t it make sense that if you want to sell a product that you show the customer a sample or have them view it in your catalog, advertising brochure or on a computer screen?
Too many salespeople attempt to talk their way into a sale. But as the research shows, that particular perception gate offers only an 11% opportunity of connecting. “Show” the customer your product and you have the quickest route to their perception and a possible sale.
There is an additional advantage to showing your product. While the customer is looking at the product, you can use your ears to listen for closing clues. 83% sight plus 11% hearing adds up to 94%. Those are bankable odds.
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