Sales might just be the most essential business skill… and yet somehow, it’s also the most hated.
Sure, there are lots of things about entrepreneurship that inspire negativity — but not nearly on the same level. For example, I’ve never heard anyone complain that hiring or business strategy makes them feel sleazy… but I hear that sentiment about sales all the time!
And that’s a problem.
Why? Well, you need sales if you want your business to survive. Which means that you need to be good at selling. So tell me…
Just how likely are you to get good at something if you hate it? I’m going to guess, not very!
You could have access to the best advice, tools, and systems in the world — and it wouldn’t matter one bit, because you’d have zero motivation to make the most of them.
So if you want to close more sales, but you have trouble feeling good about yourself when you sell… this article is for you. Today, I’m going to teach you a simple but radical mindset shift that will make you better at sales — and actually transform selling from a horrible, cold-sweat-inducing chore into something… dare I say it… enjoyable!
Sound good? Then let’s get going.
We’ll start with the fundamental, all-important question:
Why do so many entrepreneurs hate selling? You don’t have to look very hard to find the answer, because it’s hiding in plain sight.
The #1 myth about sales — and how it holds you back
The popular perception of sales is, shall we say, unflattering — even among other business owners!
Seriously: if I had a nickel every time a fellow entrepreneur told me, “I know that selling is important, but I just feel sooo sleazy doing it!” I’d have retired to my own private island by now and lived out the rest of my days surrounded by luxury (and heaps of leftover nickels).
If selling makes you feel overdue for a long, hot shower, it’s not because it’s inherently icky…
…but because you’re not looking at it from the right point of view.
I blame the “sleazy salesman” myth, which is unfortunately still alive and well. Lots of entrepreneurs and marketers have bought into it wholesale — to the point where they can’t even imagine a different paradigm. To them, selling has become inseparable from conflict and manipulation. It’s turned into something they feel they have to do to the customer, in order to profit at their expense.
(Gee, I wonder why so many business owners feel guilt and shame around sales! Truly, a mystery for the ages.)
This outlook is not compatible with growing a sustainable, profitable business, or attracting high-quality customers, or not hating your life and your self every waking moment! It’s outdated, it’s ineffective, and it needs to go.
The question is… what do you replace it with? What would be a better, more constructive way to approach sales that doesn’t make you feel dead inside?
Let’s take a look.
Want more customers? Stop selling… and start helping
Selling doesn’t have to be something you do to the customer, even when they aren’t interested in your offer. It can be something you do for the customer — with their enthusiastic consent and active participation.
Rather than adversarial and manipulative, sales can be transparent and collaborative. Which will not only make it more effective, but also help you actually enjoy the process (yes, really!).
There is one mindset shift that will help you sidestep all the harmful preconception around selling… and I will share it with you right now.
Don’t sell. Just help.
I know it sounds counterintuitive, but hear me out.
You see, I have a theory about sales. All that negativity, all those icky feelings people have around selling… I think they all come from one source:
Attachment to results.
When your one and only goal is to close the sale, and you define every other outcome as a failure, it becomes very hard to sell ethically and enjoy yourself while you do it.
Think about it:
- Being preoccupied with getting the sale, no matter what, leads you to ignore the prospect’s real needs and wants, and try to push them into saying yes. But even if you 100% believe that your end goal justifies it, it still feels horrible to do it. As it should!
- Writing off every other result as a failure creates an impossible standard in your head. You can’t have a 100% close rate… which means you can never truly succeed. So is it any wonder that you might start to loathe selling if you think like that? Who wouldn’t?
In a situation like that, the best fix is to detach yourself from the result. Instead of pursuing the sale, focus on something else… like helping your customer solve their problem.
Not everyone likes selling, but we all love to help people. So why not prioritize that instead?
Here’s how it can look like in an actual sales conversation…
The collaborative sales blueprint — 4 steps to success
So, how does a truly helpful sales dialogue look like? I like to think about it as a sequence of 4 steps — none of which require any high-pressure tactics (not even a little bit!), I might add.
Let me lay it out for you:
Step 1. Establish alignment
In any sales call or conversation, your first and main goal is to determine whether your prospect is the right fit for your offer, and vice versa. You want to learn as much as you can about their current situation, their greatest challenges, and their ultimate goals. Find the gap between where they are — and where they want to be. And then ask yourself: can your product or service fill it?
If the answer is no, thank the prospect for their time and part ways. But if the answer is yes, move on to…
Step 2. Communicate your solution
You’ve found the gap — now it’s time to bridge it with your offer.
Tell your prospect how exactly your product or service can help them solve their problems and achieve their goals. Lean on everything they’ve told you so far, and “connect the dots” between your offer and the outcomes your customer wants to create.
When you have strong alignment, there is zero need to pressure or exaggerate. You can just tell it like it is. But even with a perfect fit, be ready to…
Step 3. Reassure the prospect
Having second thoughts and objections is natural. So when they do come up in the sales process, you want to reassure your customer that you have their back, no matter what.
Don’t dismiss their concerns, and don’t push past them — this is not collaborative, and sure as heck not transparent! Instead, describe to your prospect how exactly you’re going to help them overcome any barriers and complications that might arise after they buy. Show them that you will support them, even if / when things go wrong.
And finally, you’re going to…
Step 4. Give a clear, empowered choice
This is the part where you might be tempted to abandon your good intentions and try to convince and push your prospect into saying yes.
Instead, simply invite them to take advantage of your offer. Don’t persuade, don’t push, don’t launch into a heavy-handed pitch… just offer a simple yes/no choice. Make it clear to your prospect that the door is open, but it’s up to them to walk through it — and that whether they do it or not, you’ll be happy with their decision either way. Because you only want customers who are all-in and 100% committed to making your offer work for them.
And that’s how you take the pressure and the sleaze out of selling! I hope this advice has helped you get a different perspective on sales, and you will implement it in your business with great results.
You got this.
Create an instant bond with ideal prospects in <30 seconds
We’ve talked a lot about sales today. But let’s not forget: selling is a culmination of all the hard work you’ve done before then.
The work of attracting the lead, qualifying them, earning their trust… all that good stuff. And if you don’t do it right, it can tank your conversion rates as surely as any sales mistake!
Well, what if you could ensure you get it right from the first interaction?
What if you could connect with your absolute dream-fit prospects and get them so fired up that they practically beg you to tell them more about your business…
…in 30 seconds or less?
This is what an Elevator Pitch can do for you. It’s a single, memorable statement about your business that you can deliver in 30 seconds or less. And it has ONE job — getting potential customers excited enough and curious enough to say the 3 all-important words…
“Tell me more!”
I know what you’re thinking, “There’s no way I can hook people on my business in 30 seconds!”
I disagree. My team has already helped dozens of businesses formulate an irresistible Elevator Pitch — and we want to create one for you, too.
All you need is to hop on a 30-minute consultation with one of our expert copywriters here at The Draw Shop. They will help you define the problem you solve, how you solve it, and the life-changing results your customers will see from working with you.
Then we’ll transform your input into a unique Elevator Pitch for your brand — a powerful 30-second statement scientifically designed to stand out, delight, persuade… and convert.
And we’ll top it off with a one-page, one-of-a-king infographic that makes your pitch into an engaging visual story! That’s going to be a valuable marketing asset in its own right — e.g. you can:
- Share it with your team
- Feature it on your website
- Use it in your email signature
- Put it on the back of your business card
- Spread it on social media