✌️How to Leverage the Picture Superiority Effect During Your Next Discovery

A while ago I made a post about the Picture Superiority Effect and why sellers should consider taking advantage of this phenomenon in which pictures are images are more likely to be remembered than words.

In a study where some sellers used a whiteboard to present while others used PPT - Buyers remembered 14% more when viewing the whiteboard presentation.

Even more - they score these sellers 10% higher in terms of uniqueness, credibility, and trustworthiness.

Yet most sellers have never used a whiteboard (digital or analog) because they “can’t draw” or their “handwriting looks like chicken scratch”

It’s a weak excuse. In reality - they’re just lazy and don’t even try.

In the LI post - I included a picture of a simple Discovery Framework you can try.

Let’s walk through how to use it step-by-step.

Step 1 - Prep the Page

Whether you’re using a whiteboard, flipchart, iPad or even a napkin - it’s best to “prep the page” to help structure the conversation.

First, separate the page into 4 quadrants using hash marks to separate each section.

Step 2 - Add Section Titles

For this framework - we’ll focus on 4 areas

Company Priorities - Top Left

Project Priorities - Top Right

Current Roadblocks - Bottom Left

Solution Ideas - Bottom Right

Go ahead a label each quadrant. Along with the text - you can use simple icons to add a more visual experience - which is critical to leverage the “Picture Superiority Effect”

Pro-tip: Struggling on which icon to use? Check out https://thenounproject.com/ - you can search a library of icons to find the perfect one.

Step 3 - Facilitate the Convo

Now that you’ve visually set the context for the conversation - you can now dig into each section.

Asking questions about the priorities the organization is currently focused on.

The priorities of the project they’re reviewing with you and how it ties back to the company priorities.

What roadblocks are currently standing in the way?

What potential ideas or solutions does your buyer feel they need in order to solve?

Each time - write or draw a simple icon to help visualize the text.

Ex. Company priorities and how they could be drawn

• 20% YoY growth

• 10% Reduction in operating expense

• Minimizing Compliance risk due to new industry regulations

• etc. etc.

Step 4 - Add Color

Now this step is optional - however, it will certainly add to the aesthetic of your output and help burn the images into your buyer’s brain.

Simple use of shading and pops of color can really add a ton with minimal effort. (I’ll discuss color psychology in a later article)

I promise that the more you practice this, the easier it becomes and it will help you leverage the “Picture Superiority Effect” to make your presentations more memorable.

So go ahead and give it a try.

What do you have to lose?

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