By Paul Reilly
A few years ago, I keynoted a roto-molding event in Vegas. If you were wondering, roto-molding forms large hollow plastic containers or tanks. It’s like baking a hollow chocolate Easter egg or bunny—only much larger and less delicious.
During a hallway conversation, a few attendees asked how Value-Added Selling applies to their company. Before providing a few insights, I asked, “What does your company do?”
His response was filled with industry jargon: “We design and produce coatings applied to industrial molds to prevent parts made from materials like polyurethane foam or rubber from sticking as the reaction to form the components takes place.” With an uncertain look, I tried deciphering his response. Sensing my confusion, the VP of sales offered a simpler explanation, “We sell industrial-grade Pam spray. We keep things from sticking.”
The analogy stuck—no pun intended.
His simple analogy linked what was foreign to something familiar.
People crave familiarity—especially when making buying decisions. Basing decisions on familiar examples or patterns reduces perceived risk and uncertainty. Analogies work similarly, providing a sense of certainty by linking new concepts to known solutions—just as a solid foundation provides stability for a home.
Not long ago, my website hosting company sold me a backend security product for my website. Initially, I pushed back and said no. Basically, I didn’t understand the product. I told the seller, “I don’t need this product. I already have an SSL certificate in place for protection.”
The salesperson responded with an analogy: “Do you use a screen protector for your mobile device?” I answered, “Of course.” He continued, “The screen protector is like your SSL certificate—it protects one part of your site. Our enhanced security is like a case that protects the back of your phone. Wouldn’t it make sense to protect your entire website like you protect your phone?”
I’m a sucker for a good analogy, and at that moment, the value of the upgrade became clear.
Analogies bridge the familiarity gap between what’s familiar and what’s foreign. This familiarity offers buyers a sense of certainty and makes complex ideas more accessible. Analogies clarify your message, overcome buyer resistance, and open the door to new opportunities.
P.S. Can you count how many analogies were used in this article?