Selling is a tricky thing.
In addition to making sure that you create something truly useful that people will get value from, you have to clearly identify your ideal client. And figure out the ecosystems and watering holes where they hang out.
Then there is the sales letter — a slippery thing even for a wizard like Sonia Simone.
You have to balance sharing useful information which can help people make a buying decision without being over the top and slimy.
Then find your clients, and get them interested in talking with you, and draw them into your sales process in a non-pushy, yet effective manner.
So even if you do all these things well, and start to build your list, and even make cold calls, a funny thing can happen.
You can sell very little stuff. Or maybe no stuff at all.
And this can lead to lots of frustration.
More often than not, there are two primary reasons why your sales are not taking off yet:
- You are doing the right things, but just have to do MORE of them.
- You view sales as a solitary activity, so you don’t ask for help, or referrals.
More prospects = more sales
Motivational literature and optimistic sales letters often promise “10,000 instant subscribers to your list!” and “grow your business from zero to six figures in 5 easy steps!”
It isn’t that easy.
I have gone old school grumpy martial artist on you before when talking about the hard work required to start a business.
I don’t want to scare you away. I just want you to embrace the concept that creating a strong sales culture in your business means constantly and consistently planting seeds and cultivating relationships. As Guy Kawasaki says about innovation, via Chairman Mao, “let a hundred flowers blossom.”
So if you work up the courage to offer a teleclass and no one signs up at first, think “one seed, 99 to go.”
If you knock on 99 doors trying to get a guest post on someone’s blog, or a meeting with a C-level executive for your technology service, think “maybe there is a blossom behind the 100th door.”
If you have a fundamentally good product or service, keep engaging with your market. Fill your sales funnel with ideal prospects, and things will start to happen.
Ask for help
I meet so many talented entrepreneurs who have a really great product or service. Selling may not be their strong point. So they sit staring at their computer, getting more and more stressed that they will never be able to get anyone to buy anything.
This is the time to reach out for help.
We are in this together! There are people in your network, some of them former clients, some coaches or teachers, or your peer mentor circle, who would LOVE to spread the word about how great you are to work with. To help them help you:
- Activate your connectors and salespeople.
- Know the answers to 5 questions about your business that will help people refer qualified customers to you quickly and easily.
Can you imagine how frustrating it would be if you thought you were running one mile, and found out you were really running twenty-six?
Sales is a marathon. Pack, fuel up and train for it.