ONE: When you talk with people about your business, focus on what YOU DO instead of listening to what THEY NEED. By doing this you'll send them away knowing more about you and your services, but with absolutely no connection as to how your business can help. In this way you can remain 'one of the crowd' in their minds, and you'll also be moving your business well on its way to becoming a commodity. Execs and business owners may stay friendly with you, but their attitude will be "Yeah, yeah, I know what he does" instead of "I need to have that!"

TWO: Don't identify the value your products bring to potential customers. By doing this you can save yourself time in having to interact with customers, and it makes it easy to answer their concerns with statements like: "We sell stuff", or "Whaddya mean what do we do? We're an insurance company!". It takes time and thought to figure out how your services or product meets the pain customers are feeling - and who wants to get brain cramps doing that?

THREE: Don't take the time to think through the specific markets you want to bring in to your business. By avoiding that exercise, you'll be better able to spend your advertising dollars marketing to everyone, a much easier job, and you'll also be free of those pesky phone calls and inquiries that interested people bring to your door when they are intrigued by your ads. This'll also let you get around having to connect your product value with prospect need. In fact, if you like solitude and very quiet days, this is the approach to use.

Oh, with all the free time that this approach will give you, it might be wise to use some of it to update your resume.