Selling Shouldn't Suck
So many freelancers hate the idea of selling.
"I'm not a salesperson"
"I don't want to come across as too salesy"
"I hate selling"
It's strange when you think about it because surely we all understand the definition of business.
According to Wikipedia: "Business is the practice of making one's living or making money by producing or buying and selling products. It is also 'any activity or enterprise entered into for profit.'"
Ask Google what a business is and you'll get several variations of this definition.
But you don't need to ask Google because chances are you already know what a business does - it sells things.
So why then, do so many people start a business when they have such an issue with selling?
I think in part it's because most people who decide to work for themselves massively underestimate how much of running a business involves sales and marketing.
When we dream about starting a business, we're so focused on the idea of doing the thing we sell, we forget that we'll actually have to sell it in the first place.
I was lucky. I'd had sales jobs before and I have no issue selling to people. So I had an advantage over freelancers with no sales background.
But even with all my sales experience, selling myself still took some getting used to.
There's a big difference between selling something on behalf of a company and asking people to invest in you.
These days I have no problem asking for the sale.
I genuinely believe I offer something of value. I know I can help people.
And I think that's where other freelancers struggle. They get so hung up on the idea that they're asking for money, they forget they're providing something of value in return.
If what you offer can help someone - if you can make somebody's life or business better in some way - why wouldn't you want to give them the opportunity to invest in that?
It's a myth that people don't like being sold to
"People don't like being sold to!"
Ever heard that one?
It's a lie.
We buy things all the time. Some things we buy because we have to. But some things we buy because we want them.
And buying certain things makes us happy.
Some people love buying fancy cars. Or designer clothes. Or the latest gadgets. Some people love buying tickets to see their favourite band or sports team.
And who doesn't love it when they find that perfect gift for someone they love, or they surprise someone with a birthday cake.
And it's not just products we like buying. We like buying services too.
I loved seeing my business logo for the first time. And my promo videos. And my book cover.
I was happy to pay people for these things.
Why?
Because they were things I couldn't do myself.
And I'm happy to pay my accountant each month because it gives me peace of mind that all my tax affairs are in order. And I happily pay for my IT services. And my web hosting. And lots of other things.
The point is we like buying things. Maybe not the process of giving over the money, but certainly the feeling of owning that thing, or having that peace of mind, or solving that problem, or getting that result.
And if we like buying things, then we must like being sold to.
Have you ever seen something in a shop window, then gone in to buy it?
Or bought something that was on special offer?
Or had someone come to your house to quote for some work?
Or visited a showroom?
Or clicked on an ad?
In other words, have you ever been sold to?
Of course you have.
And did you hate it?
Maybe there's been the odd occasion where the experience wasn't great, but no doubt there have been some pleasant experiences too.
It’s a lie that people don’t like being sold to.
We just don’t like being sold to in the wrong way.
We don’t like being interrupted with generic sales pitches from strangers.
We don’t like being pressured into making an on-the-spot decision if we aren’t sure what we’re agreeing to is the right fit.
We don’t like to be tricked or scammed into handing over cash for something that’s shit.
And that’s not how sales should be done.
Sales should be about offering something of value and ensuring the people who will benefit most know about it.
It should be about understanding the needs of your ideal clients and showing them they can trust you to solve their problems.
And your marketing can do a lot of the hard work for you.
But that's where a lot of freelancers go wrong.
They think of marketing as an alternative to selling.
It's not. Marketing is about attracting and nurturing the right people. It's about building that trust and credibility.
But at some point, you have to convert some of those people into paying customers or clients. Because if you aren't making any sales, you won't be in business very long.
So don't buy into the idea that if you just keep showing up, posting selfies, and sharing the odd top tip on social media, you'll eventually end up with a queue of customers at your door.
Instead, let people know what you do.
Show them how you can make their life better.
Give them the opportunity to buy.
They don't have to take that opportunity, but at least you've let them know it's there.
Be proud of what you're selling.
If you don't value your products and services, why would you expect anyone else to?
Need help with your marketing content and sales copy? Join my new membership programme - Write With Lisa and write with more confidence and purpose.
Lisa
