Your website looks great. You’ve spent a lot of time, energy, and resources to develop a wonderful, purpose-driven business that is making a positive impact in the world. You have a track record of helping those that you serve. You’ve developed a beautiful product. You’re ready to go. But when it comes to reaching out to your network, you freeze. What’s happening here?
Having been in the branding business for 20 years, I have observed this phenomenon again and again. Wonderfully capable, confident, well-prepared experts in their fields can talk about what they do, develop solutions for others, and offer deep, meaningful processes that produce results. But when it comes to being able to ask for the sale (or even share with their network), the fear sets in. “Well, I’m an introvert,” or “I’m afraid people will think I’m pushy,” or “I have no idea if they can afford what I want/need to charge,” or some other excuse/fear rises to the surface. (Incidentally, did you know that introverts might actually be more effective salespeople? But that’s a blog for another time.)
I understand. “Marketing” and “sales” can feel big, even overwhelming if you’re not used to it. And sometimes “selling yourself” feels less than good. We’ve been taught to associate words like sham, icky, manipulating, [insert your favorite word here ________ ]. But when you have a valuable product or service you believe in, and that you truly believe can help others, this is the real question to consider: who are you to get in the way of getting it out into the world? I get it. No one wants to feel like they’re strong-arming someone to do something they don’t want to do. But think of it this way. You probably have a product, process, or exploration that is exactly what someone in your network needs. And if you can’t share it with them or ask them to have a conversation with you about it, then you’re keeping a fabulous solution away from someone who could benefit from what you have to offer.
You have to shift your mindset. I know I had to. There’s a reason you do what you do. Why you were inspired to create the product or service that you created. When your “sales” conversations tap back into what you are amazing at and why you feel good about what you provide, I guarantee you that you will find those people who can benefit — and you’ll be inspired to talk about how you can help.
It’s time to rid the words “sales” and “manipulation” from your vocabulary. Start using words like solve, impact, help, and serve instead. And try these tactics.
1. Tell me what you believe in (not what you’re selling).
When you share your passion or conviction — what you are passionate about, it will light you up. It’s infectious. Share that.
2. Tell me a story of how you helped someone.
What problem did you solve? Maybe the person listening or reading the story will be able to relate. Or better yet, have a client tell it. Using testimonials and quotes from people who have worked with can be very powerful. And you might discover some strengths and differentiators that you’ve overlooked.
3. Share helpful and informative content.
Don’t be afraid to let people know how you are different and what you care about. Be generous with your valuable advice.
4. Own your value.
Recognize your hard work, your expertise, and what you bring to the table. You got where you are through your own unique set of circumstances. Others could benefit from your skills and experience. Your clients will benefit from what you provide.
5. Focus on others and how you can help.
Instead of thinking of “getting the sale,” just focus on how you can help. Get yourself in a place of joy and positivity. Before you call or meet, remember that this thing you created (your business, process, product, or solution), can have a great, positive impact for someone else.
6. Try a little tenderness.
In the famous words of Otis Redding (and many others before him), “Try a little tenderness.” Be gentle with yourself. Have a little faith. Let go of the idea that sales are bad or icky and think about all the good you’re doing (giving) for those who love your product or service. Remember Stuart Smiley [from Saturday Night Live fame] and his famous quote? “I’m good enough. I’m smart enough. And doggone it, people like me.” As much as we make fun of it, this is good advice. And, indeed, yes you are, more than good enough.
You can do this. Goodness knows you’ve worked hard to get this far! Don’t be afraid to share what it is you are great at doing or solving.
And one final tip, don’t forget to ask! Invite someone to take the next step. You’ve got ask for the sale or you’ll never know!
Great resources about this that we love:
To Sell Is Human, Daniel Pink
Start with Why, Simon Sinek
Any book by Alan Weiss (Million Dollar Consulting +)
Seth Godin’s Blog
