A computer site might bundle software that prevents crashes, a second program that makes memory work more efficiently, and a virus protection program.

Billed as "fix crashes, avoid future problems, and make your computer run faster," bundle could be priced low and placed on opening web page and in print advertising.

Show value customer gets when she buys items in a bundle rather than separately. Add up total savings and promote them. Point out how customer could use money she saves.

NPR recently reported that studies have found that customers don't necessarily want lowest price, they just want a fair price. Some retail chains feel they don't get results unless they offer at least a 50% price cut. Most businesses get sales with much smaller price reductions. Our customers are usually delighted if we can lower prices ten percent.

Perks and Time Limits

You can sweeten offer by adding attractive perks. These are usually things you can buy or provide cheaply but have a high perceived value to customers.

We created a bonus where we write a classified ad and place it on a major site that gets millions of visitors. Customers love service and it doesn't cost us much. Our professional writers create a classified ad quickly and we place them at low cost. The perk is an easy and effective way to round out bundle and close lots of sales.

Give your high-value bundle a time limit. Customers are busy with thousands of advertising messages competing for their dollars. Unless you can give them a good reason to buy NOW, many will put off purchase and forget about it.

Advertise that your bundle is only available for 24 hours, a week, a month, or until end of year. You may want to offer same bundle over long haul,but change bonus items for time to time.

By combining these three principles you can create a quick and lasting boost in sales. Customer psychology, high-value bundles, and time limits work together to build excitement and traffic for your store, service, or web site.

Of course, you have to remember to add equivalent of a "but I'll find out" statement. In case of sales, this is usually in form of "but here is something else that I think WOULD work for you." Just make sure that you are being truthful here as well -- otherwise you're doing nothing more than bait-and- switch! My point here is simple: Show customers that you are interested in making sure they are satisfied, rather than just being interested in sale.

The result? Your customers will be grateful for being told truth, and even though they might not buy NOW, they know who to go to when they have another project that needs to be done. You'll probably get some good word-of-mouth advertising too!

It may seem counter-productive, but knowing when NOT to sell to your customer can be a great way to create an image that will eventually lead to MORE sales. If you are in your business for long run, creating a reputation for honesty, caring, and personal attention will do more than any "hard sell" could ever achieve.