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The following 3 simple selling tactics produce sales by responding to the way customers normally think and behave. They work for any business - regardless of what you sell, how you sell or where you sell it.

1. Pay Attention to Getting Attention

Can you remember the last 3 advertising messages beamed at you? Can you remember even one of them? Most people can't ...including your prospective customers. That's because they automatically ignore the steady stream of advertising directed at them.

This illustrates a major obstacle you need to overcome before you can sell anything. You have to get your prospect's attention - and get it fast - or your sales message will be ignored.

Here are 3 proven ways you can capture a prospect's attention quickly:

* Make a dramatic statement:
Example: "Even My Doctor Uses These Health Products"

* Surprise your prospects with something unexpected:
Example: "Try our service without charge for one month"

* Ask a provocative question:
Example: "If you're such a smart business owner why aren't you making six figures?"

Tip: Include attention getting headlines on all your web pages. Many visitors arrive at a web page then immediately click away - unless something instantly catches their attention.

2. Emphasize the Human Relationship

Prospective customers are more receptive to buying from a real person than from an impersonal company. Look for ways to create a personal relationship with your prospective customers. For example:

...If you sell face to face, spend some time early in the selling process getting to know a little about your prospects and letting them get to know you.

...If you sell online or in some other way where you don't talk with prospects, include some information about you in your presentation. What you say about yourself will have the greatest impact if it highlights why you are uniquely qualified to provide what your customer wants.

Tip: Sell yourself to make prospective customers comfortable with the selling process. But sell your company and its history of producing results to make prospective customers confident of your ability to deliver what you promise.

Trigger Your Customer's Imagination

Convert the benefits delivered by your product or service into vivid word pictures. Then put your prospect in the picture by dramatizing what it feels like to be enjoying those benefits.

Be specific. If you sell financial products, describe what it feels like to enjoy an affluent living without debt. If you sell boats, describe what it feels like cutting through the waves with your friends onboard. If you promote a business opportunity, describe what it feels like to be at home working without a boss.

Tip: Be sure your word pictures are dramatizing benefits and not describing features. People don't really care about the new high-tech insulation used in their beverage cooler (a feature). They just want to be able to enjoy ice cold beverages all day long on a hot day (the benefit).

These 3 selling tactics produce sales by responding to normal human behavior. Use them in your web pages, sales letters and personal presentations. The volume of business they produce will surprise you.

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Bob Leduc spent 20 years helping businesses like yours find new customers and increase sales. He just released a New Edition of his manual, How To Build Your Small Business Fast With Simple Postcards ...and launched *BizTips from Bob*, a newsletter to help small businesses grow and prosper. You'll find his low-cost marketing methods at: http://BobLeduc.com or call: 702-658-1707 After 10 AM Pacific Time/Las Vegas, NV

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Objections are trouble – pure and simple! And anyone who tells you to embrace them because it means you're one step closer to the sale is living in the past.

Customers who have an objection about your product or service are functionally unable to listen to you. While you're busy asking them questions or sharing information, their attention is focused elsewhere.

Over-and-over, their brain is telling them things like:

• Her prices are much higher than the competitors.
• This won't integrate with our current systems.
• I can't do business with a company that's in financial trouble.
• We can't afford a $40,000 ($400,000) system right now.
• They've never worked with a firm like ours.

There's no way these prospective customers can concentrate on what you're saying. Finally, toward the end of your meeting, they blurt out, "That's pretty expensive."

Now you're stuck! You have to justify your price, experience, capabilities or whatever. And you have to really be good at it to convince someone they should agree with you. But people hate being convinced - so now you're caught in a double bind. You lose either way.

What can you do? There's only one choice that works. Bring up that ugly objection yourself and deal with it right at the beginning of your sales call.

Think I'm crazy? I'm not. If you do it right it works every single time.

Let me give you a couple examples:

In my consulting practice, I often help companies figure out what differentiates their top performers from their average ones. I just finished a project with a company that sells medical insurance.

Their co-payments and initial out-of-pocket hospitalization costs are higher than their competitors in some areas of the country. For many sales reps this was a showstopper, something they just couldn't overcome.

But not for their top sellers. Every single one dealt with it upfront and in most case it became a non-issue.

Here's how a top seller from this firm, after building some rapport with the prospect, would deal with the objections at the beginning of the call:

Mr./Ms. Customer, your decision on your health care coverage is a critical one – and it shouldn't be made on whether you have a $5 or $10 co-payment.

I want to give you the correct impression. Our company is different. Better. It's not just equal to the other plans out there. And if you don't understand why, you won't go with us.

Our health plan is focused on keeping you out of the hospital. It includes many, many services you don't get with competitors - at all. We include free annual physicals, free blood testing, free chiropractic care.... (and many other differentiators).

Yes, our initial out-of-pocket hospital costs are more expensive. But with us, you're far less likely to go to the hospital and you'll be much healthier. So don't get caught up in the numbers thrown around by the competition. Their plans are not equal. Ours protects your health much, much more. Now, would you like to understand more about our benefits?

The ability to confidently and factually address objections early in the sales call prevents them from causing trouble. In fact, it's extremely convincing if you're a prospect and hear a seller talk like this.

In my own business, I'm not the cheapest consultant either. I know people are concerned about pricing upfront - "Can they afford me?"

So I always say: "I'm not cheap. In fact, I'm far from it. But I'm darn good at what I do. And because of my depth of knowledge and expertise in the sales field, you get high value for your investment. We'll figure out how to make it work with your budget."

This is a true statement, spoken with self-assurance. And people believe it, thus eliminating the objection.

Now what about you? What objections are you running into each and every day? I bet if you think about it, the same ones keep popping up. Put on your thinking cap. Figure out how you can raise and resolve those issues early on in your sales call. Then start experimenting with your next sales call.

My final words of wisdom: Don't worry about "objection handling" techniques – instead, get rid of your objections all together.

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Jill Konrath helps salespeople get their foot in the door and win big contracts in the corporate market. Sign up for her free e-newsletter by sending an email to jill@sellingtobigcompanies.com . You get a free "Sales Call Planning Guide" ($19.95 value) when you subscribe. Contact Jill Konrath at www.SellingtoBigCompanies.com or at (651) 429- 1922 to find out how she can help your sales force take their business to the next level.