It’s your job to get prospects off the fence. You need to persuade them that hiring you to manage their investments is the right thing to do. Before they make that decision, however, they need to understand what it is they are buying, and why they need to buy it. Because “people don’t buy what they don’t understand.”
This is where analogies can help push the balance in your favor. They make the unfamiliar familiar.
An analogy is “a comparison between one thing and another, typically for the purposes of explanation or clarification”.
Analogies can help you put forward an argument so that prospects see things in a new light – and conclude, of their own accord – that it makes sense to do business with you.
Here are three situations that warrant the use of analogies.