When creating a postcard for a mass mailing, businesses often make the mistake of including too many products or services. They forget that the prospect receiving the postcard has not requested information. If the postcard looks cluttered with a laundry list of services, they will probably toss it without even reading it.

The same applies to cold calling in person. Talk too much, offer too many choices and you’re prospect will tune out and dismiss you before you even get started.

To make your best sales presentation, get the prospect’s attention by presenting your most popular product. Start with a strong Initial Benefit Statement. Then, ask questions to determine a need and offer a solution. Introduce other products only after determining that your first offer doesn’t meet the buyer’s needs.

Giving the buyer too many choices can confuse him and will usually delay or kill a sale.

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