Great selling is invisible. Influence occurs at a level just below the buyer's awareness. That's important because today's buyer is savvy and all too familiar with traditional selling techniques. However, a few simple words--the right words--can transform an awkward sales call into a comfortable conversation and a resistant prospect into a happy customer.

Some people, for example, want to hear about the money they'll save, while others respond to the pain they'll avoid. By identifying different ways buyers are motivated, salespeople can quickly customize their conversations and lead...