All forms of currency are convertible. But conversion rate is not 1 to 1 nor is it totally predictable. Some receivables become bad debt. Some signed orders get cancelled. Some marketing efforts just spin off into universe like a lost asteroid. For that reason do not expect that every dollar spent on marketing pays off same. For example if you do a mass mailing some of those envelopes go undelivered, some never get opened, a few get read - and even fewer acted upon. But you need to mail to whole list to reach ones that read it.

You might believe that cash is a better currency than marketing. Marketing can be better than cash because a creative marketing campaign can pay back many times over. If you realize that when you market you are creating currency - you can view your marketing in a more productive light. The more creative you are in your marketing - greater leverage you get.

Marketing like currency is synergistic. When you have money banks will loan you more - but when you have none and want some, what do they say? 'You got none so we can't give you any.'

Marketing works same way. When you generate lots of exposure - you get more. When you are hot everyone wants you. When you are cold - you get freezer. Keep sending your marketing messages regularly. Some businesses get busy with business and forget to market. And then feast runs out and they start marketing again.

Because marketing is currency there are times when instead of cash you might accept payment in marketing currency. This might be a straight barter deal. I give you $1,000 of my product for $1,000 of your product. This is one way to get 'free' advertising. Trade your product for ad space or media time. This only works if media company needs your product and don't have budget, (cash), to buy.

My financial planner gave me some good advice when I left corporate world to start my business. I showed him corporate package I received and asked how I should invest this money - stocks, funds, or pay down my mortgage? He asked a few questions about my business. He then advised me to invest my money in business because that is where I would obtain best return over next few years - then gradually as business growth levels or slows to invest in other long-term investments. It was smart advice because growing my business was another form of investment. I continue to make both short term and long investments in my business. You might examine your business in same light.

Prospective customers only take time to ask questions when they have a high level of interest in your product or service. Providing a satisfactory answer to a prospect's question often leads directly to a sale.

Invite prospects to ask questions when in live selling situations. And make it easy for them to ask questions when they are not ...such as at your web site. For example, list a phone number or email address where you or someone else can answer their questions.

Tip: Include a Questions and Answers page on your web site with answers to frequently asked questions. It will reduce number of questions you have to answer individually.

4. Make Buying Easier

Every non-essential action in buying process is an opportunity for customer to reverse their decision ...causing you to lose sale.

Look for ways you can make your buying procedure easier and faster. For example, many marketers use a multi-step shopping cart to get online orders when a simple online order form would do job with just 1 or 2 quick clicks.

Tip: Don't ask for unnecessary information during ordering process. Instead, send a personalized "thank you" message after sale and include a brief request for information.

These 4 selling tactics may not be new to you. But are you using all (or any) of them? If not, they can easily boost your sales ...for little or no new expense - and without making major changes in your sales process.

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