Many service-based entrepreneurs and small business owners I know struggle with self-promotion.
It seems a lot of people feel that selling is about being manipulative.
Or overly persuasive.
Or forcing someone to purchase something that’s not going to be of any benefit to them.
When I first got into selling over 25 years ago I read a lot of books about sales techniques.
But it wasn’t until I got out there and started putting things into practice I really learned.
Mostly through my mistakes.
Many of the old-fashioned high-pressure sales tactics I’d studied were not successful.
I ditched what wasn’t working for me.
And I focused on providing solutions for my customer, adding value, and building sustainable trustworthy relationships.
And my sales multiplied.
Selling is not about taking advantage of other people
It’s about creating value for them.
The secret to success is about finding a way to help people get a result they cannot get without you.
That’s what makes you special, unique, valuable.
In today’s market consumers are better informed than ever before.
They don’t have to rely on you for advice.
They can easily access all the information they want for free over the internet.
You need to be somebody worth doing business with.
There is no greater value proposition than a consultant who has the ability to deliver value.
Be straightforward in your dealings with people.
And give them the opportunity to get to know and like you for who you really are.
As a service professional you need to get your mindset right.
You have to accept that selling is part of your role.
And part of what you need to do in your business on a regular basis.
With practice and time, it will get easier.
The fear of rejection
When you first start out you might find yourself procrastinating when it comes to prospecting for business.
It could be that the fear of rejection is holding you back.
The fear of rejection is the leading cause of poor performance for many business owners.
The ability to handle negative responses and carry on in spite of it plays a great part in your happiness and well-being.
Rejection is never a pleasant thing to experience in any walk of life.
But in the sales environment rejection is a daily occurrence.
It doesn’t matter how well you target your marketing you are still going to be met with a lot of “no’s”.
When you are engaged in the process of seeking out new clients it can be tough absorbing one “no” after another.
It’s hard to find comfort in the knowledge that you’re sure to get a lot of “no’s” before you get a “yes”.
And that you shouldn’t take rejection personally.
It can be very difficult to stay motivated.
You need to grow a thicker skin.
Be persistent.
And stay motivated!
Understand your fear
You have to understand your fear.
Your fear comes from the risk of losing opportunities.
And the income it provides.
More especially the effect that loss of income will have upon your dignity, your lifestyle, your family, and so on.
You need to put your fear into perspective.
Stop looking at the whole picture.
Break things down into bite-sized pieces.
Start by figuring out your actual numbers.
What is the true value of each closing attempt?
And each sales activity in your business?
If it comes down to the cost of a phone call and just 10 minutes of your time, it’s not such a big deal now, is it?
The desire to be liked
Everyone wants to be liked and valued.
But in business as in life, you won’t like everyone and not everyone will like you.
Don’t squash yourself in any way to gain others’ approval.
This is a certain recipe for frustration and creative constipation.
Be honest in the way you portray yourself.
You want to draw to you people who appreciate you for what you have to offer.
And for who you really are.
When you give up the desire to be liked, your power comes forward.
Be courageous.
Put yourself out there.
Spread the word about you and your services without regard to whether or not you are well received.
Overcome perfectionist tendencies
If you tend to strive for excellence you will probably feel the need to make sure your offer is polished to perfection before you put it out there.
It’s good to have high standards.
But don’t fall victim to analysis paralysis.
Or the big confidence zapper, compare and despair syndrome.
Perfectionism can be downright harmful.
An all-or-nothing mentality can hold you back from gaining pleasure in what you do.
And stop you from making any progress.
It’s right up there with other characteristics that contribute to underachievements like procrastination, fear of failure, and workaholism.
You want to enjoy your business journey.
Don’t fixate on the destination.
You’re certain to take a few wrong turns along your path to success.
But having clearly defined goals and a proven sales and marketing plan will help to keep you on track.
If you found this article interesting, here’s another you might like to check out: THE SECRET TO SELLING YOURSELF