Over the past few years, I have accidentally developed the reputation as an expert in helping aspiring entrepreneurs determine if they should start their own business. In this role of “unpaid expert,” I occasionally help individuals think through their career options.
During these conversations, I ask a handful of questions that usually lead to a recommendation. One of these questions, “How do you feel about sales?” tells me a lot about a person. If an individual is extremely negative towards the idea of selling and views it as a “necessary evil,” I encourage them to consider something other than starting their own business.
Nothing happens in your business until someone sells something. You don’t have an order to process, an invoice to send or a service issue to address until a prospect is convinced they should buy your product or service.
Unfortunately, over the years, I have worked with many business owners who have convinced themselves that sales is always someone else’s job. These owners don’t believe that they were made for sales and as a result, they sink a ton of money into marketing and individuals hoping that someone will bring customers through the door.
This approach rarely works. Small business owners should always consider themselves the head salesperson. Their number one job (especially in the beginning) is to articulate the value proposition to the marketplace. This includes convincing a prospect to buy, helping a marketing/advertising firm understand how to position the company and training the staff.
When an owner abdicates this responsibility to others (staff or outside consultants) before they have mastered it themselves, they never develop a true understanding of what the marketplace wants. This undermines their ability to guide the company, coach their employees or hold anyone accountable.
The good news is that as long as you are prepared to commit the time and effort necessary, anyone can sell. It’s not rocket science. This goes against myth that you need to be an outgoing “social butterfly” to be a successful salesperson.
As with most things in life, the solution is simple. All you need to do is choose to execute. Choose wisely.