Written by Bob McElwain

A top type sales person can subtract themself fromrepparttar scene while approaching a potential customer, smile, offer a hand, and in this, beginrepparttar 127284 selling task. Their preferences, views, attitudes, values, even their ego, are safely tucked out ofrepparttar 127285 way. Nothing is allowed to interfere withrepparttar 127286 task of understandingrepparttar 127287 customer and fulfilling their needs.

Most small business people find it difficult to manage this well. In a shop, a smile and an offered hand, maybe. But even this is denied when you own an online business. You have only your site upon which to demonstrate your credibility and expertise. And words arerepparttar 127288 most effective tool you have at your disposal.

Build A Professional Image

To makerepparttar 127289 words work, consciously build a business self. A person who rises above or stands aside from bothersome negatives present in day to day living. Got a temper? Bury it. Want to argue? Don't. Are you one who believes deeply about things? Forget those convictions not related to doing business.

The latter can be particularly hard to do. If you favor your religion over others, your convictions must not be revealed on your site. Many will disagree, which is counterproductive. If you can't abide children, never let it show. There are an endless list of notions such as these that simply must be set aside in running a business.

Once you have defined that part of yourself you are willing to share with others, never depart from this definition, even momentarily.

Avoid The Risk Of Negatives

The above may seem harsh. I can picture many business people I know saying this isn't so. They takerepparttar 127290 position that its sufficient to let yourself shine through. Unfortunately, they are wrong.

We can't risk anything that may appear other than positive to our visitors. In short, we must always put our best foot forward. Always take care not to offend. Some of our convictions must be restrained, and never be allowed to "shine through."

Your religious, ethnic, and nationalistic convictions have no place in business. If you can't grasp this easily, ask yourself if you are willing to share your sexual convictions on your website. Or your attitudes towardrepparttar 127291 opposite sex.

A Disasterous Example

Years back I was gathered with about a dozen fellow teachers sharing our lunch break. Devoted brown-baggers, we had at least this in common. Groups were clustered here and there deeply involved in solving their vision of world problems. Two women were sharing cat stories.

Abruptly one teacher said torepparttar 127292 group as a whole. "I hate cats. When I'm driving, I try to hit them."

The silence as they say was deafening. The two women who had been chatting about cats tossed a steady stream of angry darts with their eyes.

I think this was aboutrepparttar 127293 dumbest thing I've ever heard a person say. And I said so. The fellow glowered at me for a time, then leftrepparttar 127294 room. He was substituting atrepparttar 127295 school forrepparttar 127296 day. I've always wondered if maybe it was such opinions, freely voiced, that prevented him from finding a permanent position.

"Telling People Anything Is Wasted Effort"

Written by Bob McElwain

Avis said, "We're second. So we try harder." The first sentence was indisputably true. They were second to Hertz inrepparttar car rental business, and everybody knew it. This lent credibility torepparttar 127283 second sentence.

When heard or read, these two sentences were "converted" inrepparttar 127284 minds of potential car renters to, "Since they must try harder, they'll make life easier for me." Then they rented from Avis, rather than Hertz. Business boomed with this slogan asrepparttar 127285 underlying position in all sales messages.

How "Best" Works

Now suppose Avis had said, "We'rerepparttar 127286 best!"

"Who says?" would berepparttar 127287 kindest retort, asrepparttar 127288 reader or listener turned quickly away to rent from Hertz.

Avis And Your Website

"We'rerepparttar 127289 best!" won't work in your advertising, on your website, or in your newsletter. Not one bit better than it would have worked for Avis. Surely we all know this. Why then do we see so many ads, newsletters, and sites that tell us they'rerepparttar 127290 best? Then go on to tell us what to do or think?

There are two reasons that come to mind right quick. First, some really do not understand that unsubstantiated claims will be ignored, or even turned against you. Second, it's easier and quicker to tell, rather than to demonstrate.

Good Books And Films

In quality stories, printed or filmed, you are never told that Duke is a really bad dude. You see him doing really bad things, then draw your own conclusions.

Good teachers don't tell; they provide their students whatever is needed to demonstraterepparttar 127291 point. Non-fiction writers dorepparttar 127292 same. They seek to convince you ofrepparttar 127293 point they want to make by providing examples and references. Andrepparttar 127294 views of other authorities. All of which can be checked out.

Now Listen Up!

"Show, don't tell."

Do you believe this is true?

Not unless you already do. You'd need a whole lot of faith in me to accept this as truth on my word alone. In fact some would call you foolish if you did so.

Beyond providing answers to simple questions, such as how to get from here to there, telling folks fails. For one thing, people flat don't like to be told anything. For another, they always questionrepparttar 127295 authority ofrepparttar 127296 speaker. And many feel they know all that's needed, so don't want more from you or anybody else. Further,repparttar 127297 world is awash in, "My opinion is as good as yours."

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