My goal at the show is to tell the industry of the phenomenal opportunities available to all companies: large and small, and to give them a specific selling technique that is generating millions of dollars in revenues: The Mida$ Technique. I hope to fan the fire already burning in the diagnostic arena and to show how anyone can quickly and dramatically enhance their bottom-line. I have repeatedly stated that a company can own all of the new equipment, but if you don't know how to incorporate the machinery to make sales — nothing happens. We need to make the connection —that's what Mida$ does for you. By the time you read this, the votes will have been counted.

As I hunted for facts and figures for Nashville, a copy of an old article emerged from the mountain of papers and notes. The article was a review of a new book hitting the shelves in 1991. In their book, Unlimited Selling Power: How to Master Hypnotic Selling Skills, Donald Moine and Kenneth Lloyd reveal results of their studies of sales superstars with more than $100,000 per year in personal income. These successful test subjects could not explain how they do what they do on a sale call. But the authors found through repeated demonstrations that the heavy-hitters' tactics and style were almost identical to each other. Moine (a psychologist) and Lloyd (a Fortune-500 consultant) say that these people "entrance" their audiences with conversational hypnosis. The researchers also noted that the effect is a customer far more susceptible to influence by messages and images. There are no closed eyes or swaying watches. But when you communicate a message hypnotically, it's likely to bypass a listener's conscious defenses.

Here's a few Hypno-Tips:

• Fix and hold the customer's attention. Start with something memorable or unexpected.
• Present undeniable truths. The more people agree, the more they are likely to continue agreeing. Ask questions where the customer can only say "yes." A pro will have the client say the word yes several times during a presentation to build momentum towards agreement.
• Overcoming objections.When you encounter an objection or stall, don't jump in and fight it —pace it. If a customer complains about the price, repeat, "You are concerned with the price.” He'll be glad you agree with him on that small point. Now listen closely. He may decide it isn't that important or say something else you can use to make your case. Once customers have ventilated their feelings, it is much easier for them to buy.
• No Buts. Never use the word "but"; use "and" instead. Compare these two sentences. "That's a good idea, but..." "That's a good idea, and." A prospect who hears "but" will as if cold water was splashed in his face. If he hears "and" he'll feel complimented on his idea and will pay more attention to your addition.
• Increase the need for action. Use statements that express urgency.
• Use trance words.Wonder, puzzle, amaze, and awaken. For example: A video camera is an amazing tool. It allows us to accurately diagnose systems deep in the ground to identify and pinpoint specific problem areas without any digging or property damage. For the first time we can see what's going on quickly and inexpensively.
• Meet objections and encourage customer action. You're about to ask for the order. What fears or doubts could prevent your prospect from buying. Ask, "What is the main concern you have left?" If there is more than one problem, it will be clearly spelled out for you now, so you can meet the objection. A strong "bottom line" question is: "Tell me what I have to do to make a deal with you today." If you've established trust, identified your customer's needs and harmonized with his values, it will be difficult for him not to buy — if he needs your product and can afford it.

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