Dear Yehuda, I am debating starting a business that is based mainly on sales. However, the idea of promoting my product to strangers makes me uncomfortable. How do I get myself into the proper frame of mind? I really believe in this product. Thanks, Dovid
Most people hate the thought of selling. Why? Perhaps because they remember feeling uncomfortable when someone in the past pitched a product to them. Or maybe they are shy or anti social.
The most important thing to remember is selling is not about you. It is about your customer. Selling, when done right, is a strategy for communicating with, not to, another person. The objective of the strategy is to help your customer make an informed choice about buying a particular product or service. The ideal outcome is a sale. The second ideal outcome is that both you and your customer feel good about the exchange.
Consider yourself a consultant, not a salesperson. Your objective is to help the customer make an informed choice. This keeps the focus on the consumer. It is important to understand the needs of your potential customer, and what is important to them. If you do not, you will have a tough time selling anything to anyone.
For the customer to believe in you, you need to be honest. If your product or service cannot meet your customer’s need, say so. If possible, recommend a solution or alternative, even if it’s a competitor. People may not remember what you said or did, but they will remember how you made them feel. If you empower them to make an informed choice, without pressure, they will respect you more.
In closing, think about the process as helping a person fulfill a need. If your mindset is that I can help this particular person save hundreds of dollars a year by using my services as opposed to a competitor’s, you have then become a beneficial business opportunity to your customer, as opposed to a salesman.
Best of luck!
Business Counselor, CHYE