“Rashid, just draw me a diagram. I don’t want to read all this stuff you’ve written!”
It was the mid-1990s, and I’d just finished a major project for the New Zealand Cheque Clearing Association. (Yeah, Cheques – remember those?)
I proudly handed over my comprehensive, 200-page report on Cheque processing standards.
The CEO stood there, waving his hands in frustration, creating an imaginary picture frame in the air, begging me, “Mate, draw me a picture!”
I must admit I looked at him like he was mad. What on earth was he going on about?
I thought, “It’s all there, neatly typed and thoroughly explained.”
I didn’t understand the different ways we all process information. And the power of visual models. There’s profound truth in the old saying, “A picture is worth a thousand words.”
Some simple diagrams in this case would have a lot of frustration trying to get my message across.
This is especially pertinent in sales. Our job is to help our prospects buy into our ideas, understand how we can help and facilitate buying decisions.
Visual models, even simple sketches scribbled hastily on a napkin have an incredible ability to simplify complex ideas. They help your prospects quickly grasp not just what you’re selling, but precisely how your process will make their lives better.
When people can visually map out what you’re saying, they connect deeply with your message, remember it better, and buy into it faster.
Research backs this up: visual information sticks. People remember images 60 to 80% more effectively than written text. That’s why getting comfortable creating visual models is such a game-changer for consultants, salespeople, and leaders alike.
Interestingly, models also help us clarify our own ideas. As a mentor of mine, Matt Church puts it, “Let the model speak to you”.
Different types of models serve distinct purposes:
- Why Models: Clarify purpose and the big-picture reasons behind a solution.
- What Models: Define exactly what’s included, highlighting key components.
- How Models: Illustrate step-by-step processes or methods clearly.
- Outcome-Based Models: Show the end result or benefit clients achieve from working with you.
Mastering the art of models means clearer communication, faster sales cycles, and ultimately, happier clients.
