Most of the entrepreneurs I coach didn’t start a business because they love sales.

In fact, they often tell me they “aren’t good at sales.” I’ve heard from countless business owners that they don’t feel comfortable making the sale, even as they acknowledge that it’s an important part of their business.

What I explain to them is that they actually have an advantage over those to whom sales seems easy.

The truth is, you don’t have to be a forceful salesperson to succeed at sales. 

Yes, it’s important that you can articulate the benefits of your products or services. And of course, you want to be able to explain how you can solve the customer’s problem. Those are integral parts of the sales process.

But with that said, a hard sell is often not the best sales strategy.

The best sales professionals know what kind of sales techniques to utilize with which customers, based on their feedback and hints they give toward their personality type and decision-making style. They know that a forceful sales pitch is likely to rub many customers the wrong way.

A “make the sale no matter what” approach will leave a bitter taste in the mouths of many customers, and they won’t want to do business with you again. Nor will they tell their friends, which is one of the best ways to grow your business.

Unless you want to constantly chase down new leads only to leave them with a bad taste for the rest of your career, I suggest a different way.

Don’t Sell – Have a Conversation

The approach that works better – not only for buyers but also for business owners – is simply turning the sales process into a conversation where you get to know one another.

Your objectives in the conversation are to:

• Determine the customer’s wants and goals
• Find out the problem the customer is trying to solve
• Share your credibility and the “like, know, and trust factor” so many people place in you
• Figure out (along with them) the right way to solve their problem

You might find that you don’t make 100% of the sales with this approach. That’s okay. You’re building a relationship, becoming a trusted resource, and you never know where it might take you.

Perhaps you’ll build a relationship that doesn’t hire you directly but refers a whole book of business your way. Or you’ll meet a new contact, and you won’t make the sale right away, but a year or two down the line, that contact becomes your biggest client. I’ve seen it happen more times than I can count!

Here’s the hidden genius behind this approach to sales that most people don’t realize… When you build relationships, you get some choice in who your customers are. And that means more people you enjoy working with will become your customers – people who align with your values, working style, and personality. And that leads to a better quality of life at work.

So if you’re one of the many entrepreneurs who fret that you “aren’t good at sales,” remember this: if you’re good at having simple conversations, if you’re good at building relationships, and if you’re good at working with integrity, you have what it takes to become a master at sales.

At Celeste Giordano Coaching, I support my clients in growing their businesses with the values of integrity, honesty, and gratitude. If you’ve ever felt like it’s tough to take the high road and grow your business at the same time, I’m proof you CAN do both and I’ll show you how.

Do you want to grow with respect for yourself and your clients? Contact me today.

Celeste Giordano’s mission is to help business owners develop the skills, knowledge and attitude necessary to “DoublePlus^TM” their income and become effective and inspirational leaders in their fields. Whether it’s taking your successful business to the next level or starting a new venture, she will teach you the exact skills and strategies you need to enroll more quality prospects, build a rock-solid team, and break through obstacles to achieve real profit and lasting success. Celeste is a professional business growth specialist, a master sales strategist, and dynamic speaker with 40 years experience in direct sales and managing high-performing teams.

To learn more about Celeste, click here.

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At Celeste Giordano Coaching, I work with each client to implement the strategies they’ve been missing that will enable them to break through barriers preventing them from the success they know they are capable of. Contact me today to find your future clients who just don’t know what they’re missing.