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There are many techniques in most industries that have nothing to do with just typically selling products or services, as we're taught from: a traditional standpoint.

There are countless numbers of books and tapes and seminars that you can get in involved that teach you how to use these specific techniques. What I want to cover is the concept of using and knowing them in ways to become a consultant or advisor to people, so you're able to make money in all kinds of markets and situations without being dependent on just traditional ways of selling.

When markets are tough and competition fierce, business professionals who do not position themselves as consultants are going to have a very difficult time of surviving and prospering in any field. Why?" Well, because people out there don't really care about your problems. They just want to buy the most for the least. And they want objective advice about how to do so.

That's the big key: Objective advice about whatever products or services you offer. If you stick with what you've always done, you're going to get what you've always got. In a touch, competitive marketplace when times are changing, professionals who change with the good times and the bad times are the ones who will make money and prosper.

For example: In the heavy equipment business, instead of offering "equipment", you offer an objective analysis of the company's business, how they operate, and what they really need. If you are in the printing business, instead of selling "printing", you evaluate all of their printed materials, and prepare a brief report telling them how to improve their printed materials, and cost savings recommendations.

Or, if you sell real estate, offer a total market overview of your entire area to determine the fastest moving price ranges. Or if you sell appliances, offer a survey asking what people want the appliance to do, and then a report telling them their options, the benefits and cost.

If you offer more than just whatever it is you sell, you'll be positioned as the only person to go to in your category...because all of your former competitors will still be just selling whatever it is they sell. You, on the other hand, will be the only one who actually helps them.

The point is, if you talk to people and position yourself in a way that they view you as a consultant or advisor, they will come to you, and you will be able to generate business on transactions in numbers you never would have imagined.