There is a very simple structure that will help you construct sales, e-mails and letters. AIDA. In this session we will see how the acronym applies to written sales communications. Letters are more effective now than they ever have been. If you really want to get to a difficult customer, write them a letter.

Are you in the right job? To fully understand this question you have to understand the difference between the Hunters, the Farmers and the Farmer's Wife. So often people battle to achieve success in sales because they are not suited to selling this product in this way at this time.

The Close is the most important part of the sale. If you don't close you are working for your opposition, so why do we avoid the close? Sales people hate the word "No" with a passion and they will go a long way and create all sorts of reasons to avoid asking the question. If you never ask for the business you will never get a "no" answer.

Closing is simple. There are just four steps to closing any sale and if you understand this principle you will be able to close every time.

The most effective close question for any product or service is the alternative close. Make a list of close questions that will work for you in your industry and make sure at least half of them are the alternative close.

There are many other ways to close a sale and each has its advantages and disadvantages. The assumption close will be very effective if you have done your job properly throughout the sales conversation and the "Suck it and See" close will work sometimes when your customer is not convinced that it will work for them. It is important for you to have a full range of close types in your toolbox for every occasion you may be faced with.

Buyers are always open, honest and up front with you.... Yeah right! To be honest I have found most buyers to be like this, most of the time. There are, however, some buyers who take great pleasure in using a series of tricks to get a better deal out of you than they deserve. Sales people have got to watch out for these tricks.

Effectively closing the sale is the most important skill you will learn in this coaching series and over the last few weeks you have gained a series of skills that will help you close more sales. It is important to remember, however, not to close a sale on something that is not of use to the customer. You may make the sale but the customer will never be back.