Now, how did I come up with such a winning metaphor?

I followed a simple four-st ep model: Four Steps to a Winning Metaphor 1. Determine the Client s Blindspot 2. Snapshot the Client 3. Create the Comparison 4. Relate 1. Determine the Client s Blindspot My client s blindspot was the agency s insistence on previous industry experience. T hey couldn t see how someone without previous experience could be nonetheless highly qualifie d to do the job. 2. Snapshot the Client I knew the agency s reputation. I knew the job titles of key players. I knew their account list. I knew they did business in New York. I knew they had just won the DHL account. 3. Create the Comparison I decided to create my analogy on the basis of knowing they had just won the DHL account. I compared their right to win DHL s business, despite having no prior specific ind ustry experience, to my right to win their business without an ad agency in my portfol io. 4. Relate I concluded by saying that in a similar fashion to how they work, I was qualifie d to do the job for them as well. I related their right to win DHL s business, despite having no prior specific indu stry experience, to my right to win their business without an ad agency in my portfolio. Let s examine each step of the model in detail and then apply it to the many phase s of a sales call.