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The Antidote for Small Business Owners Who Get Sick Over Selling

by Dan Roberts on 09/09/18

You’ve gone and done it – left that W-2 life behind and started your own business. You’re the boss, in complete control of everything – including the one thing that makes you sick to your stomach: SALES.

Yup – as it has been noted by others before, the owner is often the head of sales. It’s a difficult reality that many small business owners refuse to accept. But with a shift in mindset, even the most-bullheaded of business owners can learn to love (or at the very least tolerate) the process of selling.

But don’t take our word for it; take it from three of San Diego’s best sales consultants:

 

Richard Marks, RDM Management Group

“I am a business owner who appreciates and loves the business of sales, this is why my business exists,” says Marks.  “My business model assists Small Biz owners and other professionals to understand the Business of Selling. We do this by laying out the practical chronological order of the selling process and coach the business professionals through this journey based on their individual style, and comfort level.” Marks emphasizes a specific target as he engages his clients. “The core focus of our programs are, "the customer needs". We then incorporate "Self-Confidence, Self-Discipline, Emotional Intelligence, and Motivation" into the process to deliver a unique, encouraging experience.”

 

Michael Tracy, Sales Journey

Tracy has an innate ability to break things down tactically:

“1. Why did you start your business? What is the reason? The why? Figure out your primary purpose and stay dedicated to it, business owners should be convicted about something, solving a problem or relieving a pain. The level of your conviction will dictate your sales results. If you don’t think your product or service delivers meaningful value, then selling it will make you miserable. I had a CEO once who started companies only after something made him angry. He converted his anger into a conviction to solve a problem; this enabled him to easily win new customers with his reason for starting the business, the product/ service was just an extension of that reason.

2. Business = selling. If you hate selling your product or service than find something else to sell. Your competition will eat you alive if don’t have a passion for your product or service, because they will. Ask yourself: can you even have a business without sales?

3. Take action and start selling before 9am every morning. The simplest definition of selling is asking people for money. If you’re not asking people for money, you are not selling. Once a sales is made, you will find more energy and motivation to make the next, and so on. If you have something of value, it needs to be sold by you- clearly, overtly and with conviction. There is too much noise to expect your prospect to find you. Sales pro and Biz owners need to be proactive: which means asking every day, what do I need to do to make sales, then do it!”

Jack Kelly, Corlea Group

Jack Kelly specializes in working with both individuals and sales teams by creating clarity, performance and growth across a small business. His take on the topic boils it down to the “F-word.”

Not that one – FEAR!

Are you are scared to pick up the phone? Scared to ask for someone's budget? Scared to ask for someone to commit to a timeline?

The worst thing that can happen is they say no, or they don't pick up the phone. Big deal. Unfortunately, I see these fears drive poor decision making and performance from sales professionals every day.”

We make decisions all the time - both consciously and unconsciously. My challenge to you as a sales professional, whether a leader or producer, is to make them consciously. When faced with a decision where fear may be playing an important role, you can ask yourself the following questions:

  1. Am I making this decision based on fear?
  2. What are the potential outcomes, both positive and negative, for me? For my company? For my family?
  3. What are the possible alternatives?
  4. How will I measure the success or failure of this decision?
  5. Am I willing to own the outcomes and not make excuses?

If you ask yourself these questions before making a decision, you can identify and address your fears head on. Otherwise, you are likely to make an impulsive decision to protect yourself from your fear.

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