I am not a salesman. Never have been, never will be. I also do not adhere to the idea that “we’re all selling something” or “we’re all salespeople”. I hate the word “sales”. To me, it conjures up images of a used car salesman, void of any scruples.
Yet – here I sit, after 30 years of entrepreneurship, owning several businesses that are growing every day. You can build a business too and no, you don’t have to do any selling. In fact, you shouldn’t. It’s way too stressful, not good for your health, and frankly, not necessary.
Traditional selling is more about trying to get people to do something they don’t want to do.
If you own a startup, or you’re thinking of taking the plunge, know that a customer has already made up their mind before they even call or visit you.
Your goal is to first, attract them…make them come to you, and then, to help them.
It’s not about selling. It’s about effective marketing through education. The sales will follow naturally.
Show, don’t tell
I am amazed by the number of businesses that fail to show their product or service. Very few demos, if any. No illustrations. No video. And usually, very poor pictures, or – just as damaging – pictures that are way too slick and unrealistic.
To build my business, I show potential clients how my service works through accurate, story-telling imagery.
Educate, don’t sell
My job as a business owner, first and foremost, is to educate. I am an expert at what I do, and my expertise is what I offer. People talk to me for advice to help them make the correct buying decision. They already know they want to purchase. My role is to help them decide upon the correct purchase.
Be a content developer
Less is NOT more when it comes to information about your service or product. In fact, you should provide as much detail as possible on your web site. Provide helpful “how to” articles, updates and case studies. Give me content. That will build your credibility and make me trust you. You cannot sell me, but you can inform me. Then, I will buy.
Compete with yourself
I have several web sites for my businesses, each exploring different aspects of what I offer. In a way, I am competing with myself. When people find me on google, they sometimes think that my sites are with different companies. That’s okay. I need to be everywhere.
Make buying easy
If I like your content and decide to buy from you, then I want to buy right now. You need to make that easy for me. If you don’t have a paypal account, a merchant account or another way of quick and easy buying, I’m going to walk. And I will likely never be back.
People do not want to be sold something. They want to buy something. Your job is to create the right environment to make that happen.
The key to building a startup and growing a business is to make people come to you. You shouldn’t have to brow beat them and put pressure on them. Be an educator, an ambassador for your services and products, and the go-to person for your industry.
