You know I've done this myself more times than I can count. When people point out obvious to me, a little alarm goes off in back of my head saying "You knew that"! Sometimes it's most obvious things you overlook. So, when that little voice says that to you, just think right back, "Well, why didn't I use it then"?

I started last week with a couple of tips which we'll recap quickly and then move on to some more Tips & Techniques for Relationship Selling.

Steer clear of "I'm here to sell you something" approach. Since beginning of Television era, people have been trampled with Sales and Advertising. Most will shut you down before you can get ever get started.

See yourself as a guide if you will. You're there to assist and lead them to their final destination, your product or service. You are there to help them, not sell them!

Don't vocally paint yourself into a "What's it gonna be?" corner. If you use direct sales or hard persuasion techniques that's exactly what it comes down to, and you better be prepared!

Remember, "Relationship Selling" is not something you turn off and on like a light switch. It's a way of life. Although we are focusing on your business here, theories behind Relationship Selling can apply to all facets of your life.

Go in with client, not after a client. If you enter relationship assuming that they are already a client, you'll be less apt to try and sell them, and more apt to building a relationship.

Moving onward and upward....

Often "Relationship Selling" starts in social settings. People used to ask me what I did, an I would answer abruptly "I do freelance Perl Programming and Web Design on Internet". So what's wrong with this picture? The easiest way to show you, is to answer it again right way. "We provide small businesses with low cost alternatives to expensive Internet development". Ok, which sounds better? I hope you said number two. If not you have a lot of work in front of you. Rule of thumb: Never tell that what you are, tell them how you can help. In this case, I have aligned myself with small business person, who is my target market, but at same time, I have expressed that I am helping, not selling.

Did you notice that I didn't use any technical terms or words that are difficult to understand. Dump all techno-garbage and those terms that nobody really gets. If you're using them because you think you are impressing them, welcome to real world. It's called "Frustration". How would you enjoy spending lunch listening to somebody and not understanding half of what they say. Oh yea, I'm buying your thingamajigger...

Listen to your prospect. The more they say, better you can anticipate their needs and wants. Most often their needs and wants are two different things. Their needs are their bottom line, while their wants are top of line. Don't try to sell them what they need, make it clear that you can give them what they want, how they need it.

Your sales letter needs to stress benefits of your product. If you don't know what they are, spend some time writing them down. People generally act on their emotions, so your copy needs to play on emotions hard enough to force them to act. Start your letter with your product's strongest benefit.

There are no hard and fast rules on length of a sales letter. It can be 2, 4, 6, or more pages. Just make sure that every word you include is necessary; don't be wordy just to increase letter's length.

After you present benefits, you need to ask for order. You'd be amazed at number of writers who skip this simple step. Tell potential client what to do -- i.e., "call now" or "mail card." Give people directions and a good reason to act immediately. Phrases like "limited time offer," "special price," and "limited number available" can entice your buyers to act quickly.