Almost daily we go to restaurants, usually the same ones we are used to because we love routine, but from time to time we visit new restaurants. Why not? We love adventure. Every time I visit a new restaurant I ask the waiter the same question, "What do you recommend?" Have you tried asking it? The question is simple and clear but most people answer it incorrectly. The waiter will answer, "Everything we have is good." And here your enthusiasm for trying the new restaurant decreases, and a small part of you regrets it, but now you have to go back to the menu and look and choose anything to continue your day.

You asked for one piece of information, but the waiter is trying to tell you about everything.

Similarly, your sales page, your advertisement, or even when you talk about your product or service, you may want to give us everything. All information and features. The story. You may believe that with more information, the chance of convincing us increases. The truth? The opposite is true. With more information, tension increases, and I don't think that a tense person is in the right mood to invest in anything.

If the waiter answers, "I recommend the dish X," you may order it directly without hesitation (if you are like me). You have to consider that one of the definitions of sales that touches our reality is "to make someone enthusiastic about something you are enthusiastic about." Sales is nothing but the process of transferring enthusiasm (positive energy) from one person to another. Therefore, the first advice to increase your sales now is: choose the most important feature of your offer and talk about it only. One offer. That is the rule of the world of "copywriting".

But we may not sell food or anything that is as valuable as an investment, what if we sell more expensive services? A one-year training program that costs $15,000. Will the reader or potential customer buy it directly? Probably not. The second step after explaining your single simple offer is somewhat strange; you will stop talking and start asking questions.

For large investments, you will need to get into a conversation with the target customer, and you can start by asking him directly about his challenges, goals, and current situation (you can also ask a question from Dan Sullivan here). Your questions have many goals and benefits. The most important of which may be to stop talking. Yes, you want to sell more? Talk less. When you let the other person talk and listen to him, he will like you and also guide him to the type of relationship in which he will invest. You indirectly tell him, "The product or service revolves around you, your needs and goals. The whole journey is about you and not me. You are the hero of this story." And we know that people do not ultimately buy products and services, they buy a relationship, they buy belonging to a community in a certain way of thinking.

In this article, I imagine the sales process being conducted either through a direct conversation or through a sales page on your website. In the second case, you cannot ask, but you can apply the third advice, which is to listen and respond to objections.

Objections from the audience, we may think that they indicate their rejection of the offer, but like most of our beliefs, that is also wrong. On the contrary, objections indicate that the person is very interested and may have formed the intention to start. Now he just needs to be reassured, and that is why he starts sharing his objections and concerns with you, and here you will do the following.

In the case of a direct call, you will reassure him. By answering his questions clearly and also by explaining your methodology in work. Why methodology?