In a world where attention spans are short and decisions are made in seconds, visual tools are essential to effectively communicate value and defend higher prices. A well-designed visual can speak louder than words or numbers alone.
Why Visuals Matter: The Research
We’ve all heard that a picture is worth a thousand words. (I once heard the wise Gino Wickman say that a picture is worth a thousand dollars. Both are true!) Tons of research supports the value of pictures over words in communicating ideas and convincing people of their merit. Interested in the specifics?
- Dual-Coding Theory – Developed by Allan Paivio, this theory suggests that verbal and visual information are processed separately in the brain, and visuals can be more effectively stored in memory than text alone.
- The Pictorial Superiority Effect – Research has shown that visuals enhance recall and understanding, as visuals are encoded more effectively than text. Studies by researchers like Dr. John Medina suggest that people remember more information when it’s presented with visuals.
- Visual Processing Speed – According to research from MIT, the brain can recognize images seen for as little as 13 milliseconds (Potter et al., 2014), suggesting a much faster processing rate for images than for written text.
In a busy world where decision-makers are bombarded with information, a compelling visual tool can help your message break through.
Empowering Internal Champions to Sell for You
When you sell to an organization, your internal champion(s) may not be the final decision-maker(s). They love your proposal, but they also need to win over executives. Visual tools empower these internal champions to sell your solution effectively within their organization. Remember: you are an expert in what you sell and its value. Those internal champions are not. Arm them! Empower them to be an extension of your sales team inside your customer organization!
Imagine this: you meet with an HR director who’s excited about bringing you on board for a culture change initiative. However, to get the green light, they’ll need to convince the CFO and other decision-makers who may not fully understand the intangible benefits. A visual “leave-behind”—whether a digital infographic or a concise one-page visual story—allows your champion to present your value clearly and confidently.
By empowering your internal advocates with visuals, you’re extending your influence. Visual tools help ensure that your message is consistent, accurate, and compelling, even when you’re not in the room.
Translating Value into Visuals: An Example
Before –One of our clients had a multi-page proposal document extolling their value. Here’s a screen shot of one page of that document:
Let’s be honest. No one is reading all that.
After – The client replaced hundreds of words with a simple graphical visual, scannable in 30 seconds by any customer too busy to sit down and read a detailed proposal. Here’s a screen shot of that visual:
The difference? Immediate and meaningful. They pointed to three closed deals in the first two months where this visual played a part in helping internal champions successfully sell the executive team on their firm.
Making an Impact Beyond Words
With visuals, you’re not just explaining value; you’re showing it. Visuals transform your message from words to a story that resonates with your customers—one they’ll remember and share with others.