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Selling is an integral part of running any business, but many people are fearful or anxious about actively selling their products or services. These 10 tips can help a business owner get over their fear of selling and actually become excited about it.
Ah, selling. Sometimes, “selling” is a word that is dreaded and feared by all but the most intrepid business owners. It seems that, even though most people know they need to sell their products and services, many feel fearful or anxious about actually doing so.
These 10 tips can help business owners overcome their fear of selling and get excited about sharing the product or service they’ve worked so hard to create.
1. To help the fear stop, know what causes it.
It’s essential to identify the cause of fear in order to truly face it. When it comes to the selling process, most people worry about a few different possibilities. Perhaps someone worries about being perceived as pushy during cold calls, or they fear (secretly) that their product or service won’t perform as it should. And even the most successful salespeople dread rejection; disliking rejection is a very human thing. But to face these fears, it’s essential to identify them. That’s the first step.
2. Take action to address the source of the fear.
After the fear’s been named, it’s time to address it. What addressing fear looks like will vary from person to person. For example, someone who’s worried about being perceived as unprofessional might take time to build a reputation as an expert in the field with excellent blog posts. Someone who worries that their product or service is faulty might use customer reviews to boost their confidence or directly address the issues. A business owner who’s uncomfortable making cold calls might practice making more sales calls with “safe” people (trusted business partners, friends, or even family members) who can give feedback. Even going through the motions can make it easier to step outside of a personal comfort zone later on.
3. Find enthusiasm for what’s on offer.
Most business owners started their companies for a specific reason that excited them. Maybe they were passionate about making life easier with a new cleaning product they designed, or they love designing beautifully landscaped backyards, but they’ve lost their “spark” for that passion after a few different rejections from other people they’ve pitched to.
There’s a lot to be said for passion; a good salesperson needs to show passion for what they’re selling. Some people may find it helpful to keep an “inspiration board” full of positive reviews or other projects they’ve completed to help keep them excited when things are tough.
4. Shift perspectives.
Some professionals in sales find it helpful to reframe their perspective when it comes to sales. Instead of trying to “sell” a product or service or attempting to strike a deal, maybe a business owner can reframe a sales call as an opportunity to showcase the benefits of their company’s services. Or maybe they can view each call not as a sales pitch but as a “show and tell” session for all the hard work they’ve put in. Even a small perspective shift can help a business owner who’s feeling afraid when trying to convince another person to make a purchase.
5. Start small.
Small business owners shouldn’t compare their sales efforts to those of the biggest businesses in the world today; those companies have massive marketing budgets and competitive sales teams that take ownership of the selling process. Most business owners don’t have those resources (no matter what industry they’re in).
It’s better to start small as a business owner, especially if the prospect of selling creates some fear. Maybe a brand-new entrepreneur can start by sharing their new business with a few trusted friends first and then gradually expand their efforts to a larger circle as their confidence grows. A business owner doesn’t have to start out big by going to an industry conference as their first-ever sales effort. Instead, maybe they can set a goal to pitch to five prospective customers one week, ten the second week, and then 25 by the end of the month.
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6. Keep track of successes.
When a salesperson hears a lot of rejections in a row, they might start focusing on the negative, even if they’ve had a lot of wins in the past. Keeping track of successes (and occasionally revisiting them) can help a business owner remember they’re doing a great job building their company, even when they’ve hit a rough point.
7. Have fun with it.
Sometimes, business owners can feel like they “have to” sell, which might leave them feeling greasy and gross when they’re selling. Shifting from a “have to” perspective to a “get to” perspective can be a big help. If selling is feeling boring, some business owners might find it helpful to make it fun. Maybe they could host an event related to their company, offer a free giveaway, or donate products and services to charities. These can be easy and fun ways to generate income.
8. Stay focused on the desired outcome.
Many business owners find it helpful to keep their “eyes on the prize,” so to speak. When selling, it can be helpful for a professional to visualize their “why,” the reason they’re pursuing the business goals that necessitate selling. Sometimes that goal-focused mindset can help an entrepreneur take the next steps they need to pursue to sell successfully.
RELATED: 4 Secrets for Selling Value Instead of Price
9. Focus on effort, not outcomes.
Too often, it’s easy to get overly attached to “making the sale” or having a situation turn out a certain way. Focusing too heavily on specific outcomes can lead to discouragement because life rarely goes exactly as planned. For example, a business owner might hope to convince a buyer to purchase 100 units of their product, and they work incredibly hard to make that happen. They prepare their presentation perfectly, present it well, and they even negotiate a better price with the buyer. But the buyer is only willing to commit to 60 units for their first order.
If that business owner were solely focused on outcomes, they’d probably be disappointed in that 60-unit sale. But if they adjust their mindset, they’ll be pretty pleased with all the hard work they managed to invest in the sale; selling 60 units in the process was just a bonus.
10. Keep practicing.
Selling is like any other business skill; it gets easier with practice. Some professionals will have an inborn knack for sales, and they might need a little less practice to make their first sale. Other business owners will need to pitch to lots of prospective clients (or even practice in front of friends) before they find their groove. But the good news is that, regardless of whether a business owner is naturally gifted at sales or finds it challenging, they can get better with time, practice, and determination.
Good luck selling!
Disclaimer: The content on this page is for information purposes only and does not constitute legal, tax, or accounting advice. For specific questions about any of these topics, seek the counsel of a licensed professional.
