Why are you afraid of selling?

Sales is a scary topic for many entrepreneurs. We know we need to actively learn to sell, but most of us have seen that done so poorly that we hesitate to invest ourselves in learning how to do that well.  Even still, I’m sure most of us can think of some sales experiences we’ve had in the past that were primarily positive.  There’s a lot we can learn from experiences like that.

Last week, I actually had a very good sales experience.  It was time to update our insurance policies, so I decided to do a little shopping to see if I could save some money.  Based on a recommendation I received from my son, I called an agent he’s used in the past.  Without a lot of fanfare or wasted time, the agent quoted me prices, offered to lock them in place for several years, and saved me over $2,000.

Sales doesn't have to be bad. It doesn't have to be negative at all. In fact, I would argue that it can become a very positive experience once you've created a product or a service that makes the lives of others a little better. If you do that, there are people who will not only buy what you're selling but thank you for making it available to them.

It could also be argued that if you've created something beneficial, you have an obligation to make it available to others. But if you're currently afraid of selling, let me suggest 9 principles that can make sales much less scary.  I’ve shared this in the past, but I think it’s time to revisit some of these concepts.

1. Be convinced that you've created a helpful and valuable product.

The best way to be convinced that you've created something helpful and valuable is to test it and use it. Then refine it and share it. Once you're certain you've made something good, you won't be as hesitant to share it. Our hesitancy often surfaces because we're not yet convinced that what we've created will actually help someone else.

2. Don't just sell. Offer.

I like to make the things I'm creating available for purchase, but I don't like confrontational sales tactics. I'm 100% certain that the content and services I'm producing will teach people new skills, save them time, earn them an income, and improve their lives, but I can't convince them of what they don't want to believe. All I can do is offer the products and solutions I've developed. It's my job to make them aware of the fact that these things exist, so I offer the fruit of my labor and experiences to others. They can choose to purchase what I offer, or they can reject it. Their decision is not up to me.

3. Give publicly. Sell privately.

Are you friends with a few people online who always seem to be selling? I think that's a mistake. You can sell on occasion, but for the most part, your public offerings should be more about giving and sharing. Give publicly. Sell privately. If people find value in the things you're giving away for free, a percentage of them are likely to follow up with you in private to gain greater access to your time and deeper access to your products and services. Don't be the kind of person who always seems to have something to sell. People tune that out pretty quickly. Be a giver instead.

4. Make what you're offering so helpful that purchasing it becomes a no-brainer.

It's my personal goal to offer my audience things that are far more valuable than what I'm charging for them. That's the approach I take to everything I offer. If someone joins the membership community I lead, I want them to feel like it's the biggest bargain they ever got. If they buy one of my books or courses, I want them to be able to confidently say that the value far exceeded the cost.

5. Celebrate your sales success, but don't panic if your sales are sometimes slow.

Typically, when we first launch a product, we can't help but check to see if it made any sales on the first day. If it did, we rejoice. If it didn't, we panic. For many of us, this cycle repeats on subsequent days as well. But the truth of the matter is that sometimes your sales will be up and sometimes they'll be down. Don't freak out about it. Do what you can to create valuable things and let others know that those valuable things are available, but don't panic if your arbitrary metrics aren't being met. It might take time for what you've built to gain momentum. It's usually word-of-mouth that drives the strongest sales growth, but it's impossible to have word-of-mouth before people have actually had the chance to use what you've created.

6. Focus on the results your customers want.

Sales stops being scary when you frame it differently in your mind. If you stay focused on delivering the results your customers are looking for, sales becomes a joy. You begin seeing yourself as a problem-solver. Your products and services become your way of saying, "Help is on the way!”

7. Don't be the cheapest option. Be one of the best.

Many content creators are afraid to charge premium prices for their products. As a result, some race to the bottom of the pricing scale and then fret about the fact that they can't make a living from their work. You don't have to be the cheapest option to make sales. In fact, many people, myself included, will be suspicious of the quality of certain items if the price is too low. Make something good, then charge a fair price for it. Customers that are willing to pay for the greater quality you supply will also, most likely, be higher quality customers. Customers who only buy the cheapest options are also customers who are most likely to complain and steal your joy.

8. Reward your advocates.

One of the best ways to generate sales is to pay others who are willing to make sales for you. I'm a big fan of affiliate programs, and I love paying commissions to people who sell my products. The majority of my marketing budget is dedicated to financially rewarding my advocates. If people are willing to advocate for my products and services, that helps me make sales, and I'm more than happy to return that blessing with a financial gift.

9. Success will help you eventually overcome your fear of selling.

The more success you experience, the less you'll fear. This is true in most areas of life, but it's particularly true when it comes to sales. As you apply these principles, and develop a track record of making sales, your success will eventually snuff out your fear. 

I hope this list is helpful to you, and I would encourage you to revisit this list often if you're struggling with self-doubt or if you're fearful of making the fruit of your labor available for purchase. 

© John Stange, 2024