Fearless Selling

I make customized diaper bags and have been doing it for my friends for years. This year I decided that I’m really going to turn it into a business. The thing is…I hate selling or feeling like I’m promoting myself. I see lots of other people in the design world who have no problem with it at all.

How do I get over it? Do I have to totally change my personality? Will it keep me from really being successful?

-Signed Scared of Selling

Dear Scared,

You’re NOT alone! This is a big topic with a lot of business owners out there. Most entrepreneurs think that it should be enough to be good at what you do. Unfortunately, that is not the case. You need to be able to clearly communicate the benefits of your product or service. That doesn’t mean you have to turn into uber-salesperson or that you have to change who you are. It just means that you have to focus your communication to make it easy for people to find value in what you do.

Here are 4 steps that might help you reframe how you think about selling.

Step 1: Determine your target market
Narrow the focus of your target market to be very specific. Fortunately for you, you have already targeted your market to include parent and soon-to-be-parents. But there are a lot of possible peripheral markets like those who might give your bags as gifts. Do you want to include them? I suggest staying tightly focused – it will make it to sell. And yes, it’s scary to exclude other potential segments of the market, but it can save you time, money and energy in the long-run.

Still trying to figure out your target market? Ask yourself the following questions:

1. Who makes up my current client base?
2. Who do I enjoy working with? Who do I wish I could work with more?
3. My skills, products, services provide the greatest benefit to…
4. Does this segment of the market have the money to buy my product/services?

Step 2: Find your target market
Let’s say that, in your case, you are focused on expectant moms. Get to know your target market – where are they, where can you meet them, what do they read, what are their concerns and what do they value? When you can connect what you do to what they value, you are GOLDEN! It’s not selling – it’s meeting a need. Can you start to see that?

Step 3: Educate – Don’t sell
Create a benefit statement that is about your client, not about you. That means that you have to go beyond the features of your business (I make customized diaper bags with 5 pockets) and talk about the benefits of what you do. Be clear about how you can make your client’s life better. An example for you might be, “Our designs are seasonal so you can always have a bag that matches your wardrobe.”

Ask yourself the following questions:

1. What’s great about what I do?
2. What benefits do I provide?
3. Can I save my clients time, money, or energy?
4. Can I tell a story about an existing client that might be compelling?

Step 4: Make the ask
When someone expresses an interest in what you offer, it’s up to you to ask them if they want to buy. The key is to make it your own. Be light, have fun, and be yourself. Here are some examples of how you might do it:

“This one sounds like it has everything you need. With that one on its last legs, it looks like you need one ASAP. Are you ready to pick a color?”

“I love the pink one for you. Which one are you thinking about?”

“Are you looking to get one today or should I call you next week and schedule a time to go over options?”

It’s about moving the person closer to action. They’re already interested, so what’s stopping you?

If you can change how you think about the selling process – rather than feeling like you’re ‘pushing’ your services, focus on educating. You will be more natural and more successful.

To fearless selling!

Starla