Drawing a mental picture

While I was setting up a sales demo in the basement of a bank I noticed a crate off to one side. I asked the receptionist that guided me to the room...what was in the crate and she said an automated teller machine. I thought about the fact that I would shortly be presenting a complicated phone system with voice mail and other applications...and that if I described these in technical terms...it would likely make their eyes roll back in their heads. I thought about the fact that they have likely already seen other products and might see more. I really wanted to stand out and capture their attention. I wanted to draw a "mental picture" for them they could relate to. When all the bankers showed up...I could see...from their body language that they had little patience and really did not want to be there. I was introduced as the factory expert...and said "Thank you for attending this presentation...I would like to start by showing you the telecommunications equivalent of an automated teller. It is called an automated attendant and it allows customers that know what they want...get it without human involvement. They all sat up...moved to the edge of their chairs and absorbed the rest of what I had to say...all because I drew a mental picture they could relate to. Give it a try. Excellent Selling!