You've heard the phrase in numerous dramatic programs about politics.

A public figure is delivering a talk or being interviewed, and one of his handlers, remarks with alarm: "He's off message!”

What this means is he is wandering into dangerous verbal territory, or falling into a trap that has been set by a wily and hostile interviewer or by a heckler.

The same thing afflicts salespeople: It's easy for us to wander from our main talking points, whether they're features and benefits or the customer's needs, into perilous territory, about which we know little, but don't refrain from offering an opinion about it.

The non-technical seller who shoots from the hip, instead of calling his own help desk for support regarding a technical question, is off message.

The ex-jock who insists on telling the Notre Dame alum that USC has a better football tradition, is way, way, way off message!

So, what can you do when you're irresistibly enticed to stray from the proven path?

Do as politicians do. Bridge back to your main message by saying, "I'm glad you brought that up because it reminds me of” something relevant to the sales talk!

Do this check-up from the neck up, as Zig Ziglar might call it. Ask yourself, when you sense you're getting

Then get back to your main point!