Understand Your Buyer > Selling Communication Basics > Schemas


What is it?

Schemas are the fancy way of saying that we associate characteristics or thoughts with certain things. Using descriptive words and characteristics can help to better explain your offering.


Why does it work?

It works because it provides some context and some familiar terms to help clients to better understand your offering. If your clients understand the characteristics of your offering on their own terms, they can create their own image and understanding in their mind.


How can you use it?

How can you describe your offering in a more contextual way using the power of Schemas? Could you draw comparisons with other things and use equivalence to help explain your offering?


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