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Guest post by: Cheryl A. Clausen Become an Author

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If you listen to some business owners, even some sales trainers you would think one day sales will just happen. Individual sales do just happen, on occasion. Consistent sales never just happen. Consistent predictable sales happen because you figure out exactly how to make those sales happen. So whether you're struggling to make a few sales now, or you've seen your sales dry up like a gulch you have to figure out how to make those sales happen. It isn't nearly as hard as you probably think it is now. The reason it's so hard to sell now is because you focus on the wrong thing when it comes to talking to potential buyers.

You focus on telling potential buyers about your product or service, your business, even yourself. And potential buyers don't want to hear about any of that. The more you talk, and talk about those things the quicker the prospect wants to get away from you.

The problem isn't your business. The problem isn't what you're selling. The problem is you. The problem is the way YOU talk about what you're selling.

If you want to sell anything you have to talk about what the potential buyer wants to hear. They want to hear about the things they care about. They want to hear about the solutions, outcomes, and results they are already looking for.

The problem is your potential buyers can change what they are looking for almost overnight because of changes in the economy, in their individual circumstances, and unexpected events. That means you can't afford to get complacent and presume you know what's going on with your potential buyers.

The good news is there is one thing you can do starting today that could instantly increase your sales. That one thing is discovering exactly what your best potential buyers are already looking for now. Plus you also want to uncover how they perceive getting what they want.

Loaded with that information you can literally spoon feed your best potential buyers exactly what they want to hear. Selling is effortless and enjoyable once again.

Let's take a look at how this might work for a carpet cleaner. If the carpet cleaner focuses on the cost to clean a specific sized rug his focus is on his service. His prospects aren't necessarily already looking to get their carpets cleaned. When they get his message they perceive his carpet cleaning as an unnecessary expense.

In contrast, if the carpet cleaner focuses on what the homeowner really wants he will get more sales. With the new focus he promotes his carpet cleaning service as an alternative to replacing your existing carpets. Cleaning your carpet is then perceived as a cost saving alternative to replacing your carpet. The carpet cleaner then opens the door to people who are already looking for ways to improve the appearance of their floors.

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