1.Before you do anything else, ask yourself not what you want to say, but what you want to achieve with text. Be honest with yourself and don’t be overly ambitious. Once you’ve clearly identified your objective keep it in mind throughout writing exercise. You’ll find that keeps you on track far more effectively – what you want to achieve should define what you say.

2.Forget modesty. As an experienced salesperson would say, “if you don’t think you’re good, why hell should I?” Equally of course you don’t want to exaggerate your strengths – that can lead to problems when you’re eventually called upon to deliver! But be realistic about what you can do and don’t be afraid to describe it in a positive light.

3.A useful way to achieve tip #2 is to step outside of yourself and regard yourself as a product or better still, as a brand. For purposes of this exercise you are not Mary Doe person. You are writing about Mary Doe brand. It’s not as difficult as it sounds; write in third person to start with, if you find that more comfortable. Imagine you’re a colleague writing about you.

4.Bear in mind that whoever reads this text probably won’t care much about you; they’ll only care about what you can do for them. Structure everything with that in mind. If you need to include factual/statistical information (educational details, qualifications, etc.) then make sure you put it in a box so it’s visually separated from main text.

Traditional selling approaches tell us that sales are usually lost because of some element -- price, features, benefits -- having to do with our product or service.

So, when we sell, we naturally focus on what we're selling because we feel we have to differentiate our product or service so prospects understand what we're offering that's unique.

But...what if focusing all your energy on WHAT you're selling is actually main reason WHY you're losing sales?

"Not possible!" you say. No?

Let's hear, in my client Ryan's own words, what happened to him.

His story will help you realize why you may be losing sales without really understanding why.

===================================================

From: Ryan Subject: Unlock My Brain

Hi, Ari, It's been a while since we've been in touch, and I'm sure you were frustrated working with me because I was so engrained in traditional sales thinking. I have to admit that it has taken me quite some time to shift my selling mindset.

I just wanted to let you know that I've finally unlocked my brain -- and consequently game!

Here's what happened.

Recently, my VP of sales strongly "suggested" that I push for a close with largest account that my company had seen. We were all anxious for them to make a decision, but I knew that they needed to reach a few more milestones in their own processes first.

I tried to convey this to my VP, but suggestion became a demand, and we proceeded down "our" path of techniques and whatnot to convince them to go with us. Of course, I had VP on every call after this.