This valuable information is not new! Actually it was adapted from venerable sales materials published more than 50 years ago by Dartnell, and has never been more appropriate for small businesses than it is today! It is simple and powerful!

Step 1 - Know your customers. Become familiar with their immediate needs and future plans. If you know what your customers want and can deliver on them, chances are they will buy from you. Keep an up to date Customer Profile and refer to it regularly.

Step 2 - Timing is everything. Being in front of a qualified buyer when he is ready to buy greatly enhances your chances of success. Understand the 'itch cycle', (when a customer is beginning to think about buying something), will allow you to target your timing. The better you follow through with step 1 the better your timing will be.

Step 3 - Develop a high level of trust. When a customer knows you are giving him the 'straight scoop' you increase his comfort level. You have now put yourself in a better position to sell product value. Trusting you goes beyond liking you. If a customer simply likes you, there's a high probability that you're only going to be able to sell price.

Step 4 - Industry knowledge. Stay in touch with what's happening and new within the cleaning and restoration industry. Being aware and informed provides a resource center for your customers to turn to for help and answers.

Step 5 - Never loose sight of MARGIN. The better you are at steps 1 - 4 the greater success you will have selling at higher margins. Every time you cut into your margin by discounting just to get the sale you are telling the customer that the advertised price is really just a lie. They will always be looking for the 'cut' price.

Step 6 - Ask a lot of questions. People buy for their own reasons, not yours. Your job is to find out all their reasons for and against the sale. Asking the right questions is a skill every top salesman has mastered. The best of the top salesmen have also learned how to listen.

Step 7 - Make it easy. As you ask questions, continually narrow the options. If you present too many options you will end up with a confused customer; a confused customer will usually make no decision at all.

Step 8 - Focus on value, value, & more value! If you have not created value you will not get the price, (margin), you need. When value exceeds price, you will make the sale and the customer will feel great about what they have purchased.

Step 9 - Use testimonials and free trials. Most people feel that a salesman will always exaggerate the benefits of whatever he is selling. However, they are impressed when they hear testimonials from other customers or when they experience the claims themselves. Demonstrations are extremely powerful.

Step 10 -- Ask for the order! Watch for buying signs and then ask for the sale. Closing isn't a part of the selling process. Rather, it is a consequence of what has happened earlier in the sales process. Ask for the sale and then shut up. If the customer needs more selling he will let you know. If he is ready to buy why keep selling?

-- Adapted by Paul Kelly from SALESMANSHIP by Dartnell