HOW TO MAKE MORE SALES

I've written a great deal about the difference between
marketing, which is letting people know what you can do,
and making sales, which is about closing the deal. In
general, I think most small businesses make more mistakes
in marketing than they do in sales because they either
don't market nearly enough, or they try such a wide variety
of "strategies" that they and their potential customers end
up confused and frustrated.
But, assuming you've done a good job of letting people know
who you are and what you do, here's a simple process for
the closing sale:
1.  People do not buy products or services; they buy
solutions. Your prospects want something that makes their
lives easier, richer or more satisfying. In general, no one
buys laundry detergent; we buy stuff to get our clothes
clean.
2.  We buy from people (or companies) we know. Given a
choice, I'll generally do business with someone I know
rather than with a stranger. A few goods and services are
so price-sensitive that I'll try an "off brand" at least
once, but generally I'll go with the familiar over the
unfamiliar. (This emphasizes the importance of marketing or
"pre-selling.")
3.  We buy from people we like. Would you buy a car from 

someone you don't like? Would you do business in an office
that makes you uncomfortable? Neither will your customers.
4.  We buy from people we trust. This is THE key. In the
end, I must believe that the product or service will
perform as promised and I must trust that the seller will
deliver on time, every time.
When it comes to selling, here's the formula: Your
customers buy Solutions from people they Know and Like and
Trust. They will pay a substantial premium for the peace of
mind that comes from doing business with confidence. Make
it easy for your customers to feel good about doing
business with you.