Maybe THIS is why we don't want to sell anything today???

I get (and probably should) lots of questions about my success in sales. HOW can I outsell others in my industry or region? HOW do I get around this whole “can’t afford to buy” dilemma?  WHAT can other business owners do differently???

Truth be told, I often ask myself those same questions…. why would I be able to “sell” coaching when there are countless coaches who have more experience than me…. coaches who have published books – sometimes impressive ones… coaches who have invested MORE in building teams and online presence…. who are struggling to find clients?   Why me?  Well, the answer, is probably more simple than you imagine.  And perhaps, if you yourself are struggling to sell your products or services, even more straightforward than you would like to hear.

Why?  Why do most business owners take comfort in long, complicated sales training? And, WHY would I think that you WOULDN’T want a real-world, works-for-anyone, SIMPLE, STRAIGHT FORWARD plan to make more money in your business?

First, because if sales are so DAG ON complicated, we are free to think: it’s no wonder we are struggling the way we are.  Second, and most importantly, this obstacle course made up of some umpteen – step plan of cold-calling (NEVER do it!), prospecting (which sucks), positioning, posturing, dancing with the potential clients, sales presentation, prepping the close, fending off objections….. Well, it puts off the actual sale. When we are role-playing and practicing, and gathering material and creating brochures, we’re so busy…. we forget we’re not selling!

I’m not against reasonable preparation, and completely advocate investing (your time and money) in becoming an EXPERT at sales and marketing….In fact, your business income depends on it.   But,  I could just SCREAM out of total frustration when I hear these sales – shy entrepreneurs.   On the flip side, I could make a MINT selling some course or blueprint that promises increased business income WITHOUT EVER HAVING TO SELL.  (In fact, many companies do… bringing on reps with the promise:  These products LITERALLY sell themselves!! Uh – huh…)

Bottom-line:  Many very talented, inventive, innovative and brilliant small business owners are literally creating obstacles for themselves – desperate to push that scary moment where they may actually have to SELL something further into the future. As if by doing all of this PREPARATION, the masses will find out about us, track us down, ask us about our product or service… and then, of course, sell themselves and hand us the money.  Like Tory Johnson says often, “If you don’t want to SELL, you are far better off as an employee rather than an entrepreneur.”  Couldn’t have said it better myself.

Enough of my venting…. the answer to how I SELL – as a “nobody” without a book, without celebrity status, without a name people recognize – is super simple and you can do it too… in, like the infomercials promise, THREE EASY STEPS (Seething sarcasm NOT withheld):

1. I embraced REALITY. The reality is that my willingness to, enthusiasm for, and fine-tuned ability to sell is the only thing standing between ME and the business income I want.  By the way, NO!  YOU – or your business or your industry – are NOT the exception to this reality.
2. I determined to MASTER sales and marketing. I studied those who I KNEW were successful at sales. I became a student of those I bought from… and those I didn’t. I hired coaches, joined masterminds, and set out to make my sales process as enjoyable and as service-oriented as my coaching products or services themselves. (Thank you Steve Chandler!)   I learned the power of WORDS, Tom Hopkins’ use of “phraseology”, and began mapping out a SALES STRATEGY.  And then, WAY before I would have been deemed “ready” by any credible sales guru out there…..
3. I woke up and decided to SELL SOMETHING ALREADY!

And, only then, was I in business!!!  Is it EASY? Nope.  Especially not at first.  Does it take practice? You bet.  Aren’t you born a good salesman or not?  Absolutely not.  Sales can (and should) be LEARNED – like any other skill.

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The agile, resourceful and committed business owners will grow, expand and capitalize on our new economy. These owners will emerge stronger than before. The others? Well, put it this way: we will all continue to see the “herd” of business, corporate, and sales competition thinned dramatically as people conclude that they “can’t make it in THIS economy.” (Even while others in their same industry or same location continue to profit…)

So, how do some leverage and capitalize on these changing times and others fold? What is the secret of those that prosper – no matter WHAT the economy is doing?

** The first key comes in recognizing that the economic changes we are all experiencing are just CHANGES. We need to FIRST recognize that the only constant we have in life is CHANGE. We might as well EMBRACE it. We can embrace economic change the same way we embrace any other change in life. Are you willing?

** We must also be willing to CHANGE (ourselves) WITH THE TIMES. Many, many people are resisting change. Looking backwards… Complaining… Whining… Looking for a quick fix… Guys, change is a constant for business owners and executives alike. Change is necessary for innovation. Change is necessary to success. Peter Drucker said, “Every organization must be prepared to abandon everything it does to survive in the future.” Are you willing to change? To do things differently to see a different result?

** Those that prosper DECIDE to prosper. I love Ali Brown’s quote that you “can DECIDE to be a Rock Star in your industry.” DECIDE to win. DECIDE to more than “survive” this economic downturn. How can you emerge stronger? More profitable?

** Lastly, we need to ask questions. Steve Chandler says that great leaders ask great questions. Questions will lead to innovation, creativity, sales, partnerships and profit. ASSUMPTIONS do the opposite. Those that are prospering right now are asking the right questions, such as,

“How can we re-package our product to appeal to a more affluent market? How can we make our sales department stand out dramatically from the very first call? How can we reward our people for making our customers feel like family? How can I better serve my market? How can I recreate the buying experience for my customers to make it second to none?”

Those that are closing their doors are making assumptions, such as:

“No one is buying right now because of the economy. Everyone is tight-fisted these days until the market picks up. The price of gas is keeping people home.”

Do you see the difference? Those that are CHANGING WITH THE TIMES are CREATING while those that are struggling dramatically are simply REACTING. I choose to CREATE.

As a business owner, as a parent, and as a wife I know that success in EVERY area of my life depends on my willingness to gracefully navigate the sometimes turbulent waters of change. This temporary economic downturn is just one more change. One more opportunity for me to create something truly phenomenal. One more challenge demanding that I rise up to my potential. To rising up!! To YOU!

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A mentor once told me that “Business is a LOGICAL process. The only problem with it is that it has to be carried out by EMOTIONAL beings”. How True. Isn’t it logical that if we “properly care for” our businesses, they will grow? If we “PROPERLY care” for anything, it will grow and flourish. So, why does “business” seem so hard?

Well, for one… we listen to the wrong people who give us FAULTY information about HOW to care for a business in the first place. If our paid mentors (or free “mentors” who are way too easily accessible on the internet and overly anxious to dole out advice) convinced us that our cars ran on WATER, we would not get very far. Soon, we would be complaining about how our car wouldn’t work, wouldn’t start, was a bad idea, a lemon. All that time, all we needed was the TRUTH about our car. It runs on gas. Oh, okay… well now we can get moving.

The same scenario is true for our businesses. Business is logical… There are hard and fast rules that will allow you to put some fuel on your business goals. When you know what it TRULY takes to care for and nourish your business, you can get moving in the right direction.

If I could drown out all other “business gurus” in favor of ONLY THREE… here is who I would choose for YOU:

DAN KENNEDY, because he is brilliant, bold, harsh and always tells it like it is. He is PERSONALLY responsible for helping more people go from $0 to Millionaire status than anyone in the world.

STEVE CHANDLER, because he knows PEOPLE, and business. He is brilliant at the process of marketing one conversation at a time and will transform your business and your life if you let him. He eliminates fears, and his courage is contagious.

ME… because I listen to, learn from, implement and offer the best of EACH of these men… BUT, with a fresh perspective for a fabulously feminine audience!

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