If there was one basic idea of sales and how to work sales to your advantage when you are in a business, it would be to don’t sell what you don’t have.  Day after day, I see people who ignore this one simple rule for selling anything.  No mater if you are in web hosting industry, like I am – or you are selling shoes down the block.

Highlight the Good Things, not the Bad Things!

Now what do I mean by this?

You do not bring up the features you don’t provide.  Instead, you want to highlight the features that you do provide.  Take for an example, you sell cars.  The consumer comes to you interested in that truck out back.  Now, you don’t highlight the fact that the truck has no wheels.  You want to point out to the consumer that it has a fresh coat of paint, and an all new interior.

That may be an extreme example, but it gets the point across.  Now, I am not telling you to lie.  That would be wrong.  What you need to do though, is find at least three highlights on a product for every down side.  Let’s say I want to sell you a wired computer mouse, that has a ball in it.  Now, most people would say that thing is dated and past it’s prime.

Where can you find the positive in that negative?

• It still works, just like it was brand new
• Makes a loud noise when you click, so you know you the button is being pushed
• It makes a great alternative to a wireless one, just in case you ever run out of batteries

You can not be a good sales person without being able to see that the glass is half full, and not half empty.  You have to be optimistic, because if you are not – do you think the customer will be?