Find customer's main concerns. Then give them as much information about those concerns as they seem interested in having.

This does three things: You eliminate doubts based on lack of information. You show you are an expert ready to help. The customer becomes convinced you are interested in things that are important to her.

Way 3: Explain how your product or service works. Again, most customers don't really know how thing they want to buy does what it does. There is so much more you can tell them to enhance value they get from your product or service.

Let me give you an example. People love to send their press release to media, but most have no idea how to get one written, how to send it to media, or if media will even be interested.

Because I spent many years working in radio and TV, I can talk about how to send press releases from now until cows come home. Customers love it.

I tell them how we put their contact info and headline at top because editors are busy and may not read rest. I explain how most editors read their email, but regular mail and faxes arrive by bag loads. The customer learns how to change slant of his story to interest media.

Once you take time to fully explain how your product or service works, most people are far closer to making a purchase.

At root of these three methods to sell anything is human contact. These days it is had to get a knowledgeable person on phone. If you send an email inquiry, you'll probably get a form letter reply that has little to do with your question.

Customers respond when you give them good old-fashioned attention. Start a conversation, answer questions, and explain to get more customers. You will sell more products and services.

Many customers may not expect a huge price cut, and will be happy with what you offer them. They simply want a sincere gesture that you are willing to deal.

4. Don't keep changing your firm offer. I saw a business person trying to sell a computer to a customer who seemed on brink of buying. "OK, if you buy right now I can take $100 of price but that's as good as I can do," he said.

When customer still seemed reluctant, he added, "OK, if I talk to boss we can make that $250 off, but that's all we can do."

I could see light in customer's eyes. She knew she had salesman on ropes. She realized his final offer was far from final.

All this is contingent on your having a pretty good profit margin built into your products or services. If your business runs on a very tight margin, you may not be able to make any concessions on price.

Instead, offer an additional free or low-cost service. Provide free advice after sale, an attractive guarantee, or additional bonus items you get or give at very low cost to you.

Frankly, if your price is already among lowest, you may not need to drop it further to get sales from those who might otherwise want a price reduction. Simply point out how your price is already lower than what competitors charge, for a lot of people, that will be enough.

Many customers automatically assume that you're not at your lowest price. By showing them you have already made strides to offer very attractive prices, customers will often drop subject of a price reduction and buy without haggling.