Have you had current or potential customers tune out on you while you're speaking to them? You're giving them this outstanding description of your process and capability and its going bing, bong, kazoom over their heads. Want to know why this happens? Read on because you'll find the whole problem is actually your 'SOLUTION.'

Doesn't make sense? Don't worry. Within the course of this article, you will find out just what it is that gets your clients attention and how to keep that attention by shifting from solution to problems.

The problem with solutions
When you ask someone what they do, they usually spit out their process that they see as a solution to your problems. So a person who cuts trees and mows the lawns would say, "I cut trees and mow lawns."

I have a lawn mower, so that eliminates him completely, doesn't it?

Bringing the problem to the fore, however, triggers a totally different response altogether. If the same person said, "Do you have a less than immaculate garden?" My response to the query would be, "Yes, maybe I do."

Having established the problem, he now is a position to know that I have a need for his service. Even better, he has brought to my attention a problem I didn't realize I had.

Always work with a problem
If you notice people around you, all of them are beset with problems. If you were to stand up and say, "Who has a cold that they just can't fix?" you will get about 6-7 hands going up instantly.

This happens because you're attacking a problem. Obviously, they assume you have the solution, but by bringing their attention to the problem, you are targeting their specific needs. Once you've got their attention, it's now time to make your pitch and give the specific target audience the solution.

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Sean D'Souza uses age-old psychology, marrying it to modern technology, on his Web site, psychotactics.com. Can "psychological tactics" make a difference? Go there and find out.