In starting to sell advertising, I quickly found I had to do less selling.

When prospects feel they’re being sold, they react negatively and erect barriers.

I had to ask more questions: What has worked to attract customers? What is working now? What are you trying to achieve? What are your most popular offerings? Which were most profitable?

Our friend Jill Konrath reminds us of this plus 6 other sales secrets.

• Slow down. The more you push, the more they resist. Let prospects know you want to help them make good decisions.

• Make it easier for them to decide, offer only 3 options. Keep it simple.

• Prepare thoroughly. Buyers suffer no fools. If you’re not ready, you’ll stumble.

• Prove you can help them. Start small and grow their amount of business.

• Fail fast. You will make mistakes. In sales, there is no failure, just opportunities for experimentation, learning and growth.

• Become the differentiator. Your products, services or solutions are secondary to your knowledge, expertise and the difference you make for your customers.

More from Jill at jill@jillkonrath.com .

We share such field-tested strategies in our CD “Why Advertising Fails & What You Can Do About It.” For details, email JerryBellune@yahoo.com.

Next: Your abominable no-man.

Copyright 2021, The Bellune Co., Inc.