For most small-business owners, typically, the selling process is anything but easy and sometimes frightful! In fact, when it comes to promoting your product or service, many entrepreneurs struggle with any number of issues, including lack of confidence in themselves or their product, fear of failure/rejection and fear of closing the deal. On average, most new business owners fall quick and deep into the habit of advertising because our brains and our outside influences are so conditioned in doing so. Oddly enough, it’s a turn off! Put the shoe on the other foot and you will clearly see how turned off or how quick you are to hit the delete key on that incoming promo email, doesn’t matter who it came from, right? We just don’t want to be sold. There is a difference between advertising and marketing. The good news is experts say these fears and processes can be overcome with the proper attitude, training and practice.
First things first lets showcase some of the typical areas that may be holding you back in your business.
1) Nervous about making a Negative First Impression? You have complete control over this! It’s been said that first impressions are 50% of the getting to know you/like you process. Depending on where you are working to build your business, do as the Roman’s do, to a degree. People are attracted to other’s who look like them, dress like them, and act like them. If your audience is young vibrant early twenties women, you may want to wear the hot color now out and well put together outfits with accessories. You do not need to “act as a twenty year old” especially if you are no where near that age range. If your audience is a group of business professionals, look the part!
2) Scared of Rejection? Rejection actually can work in your favor. You’ve heard the saying, “Go for No.” this will actually force you to practice! Practicing where you can continuing to present your services, craft, or products for your audience will only make you better. Understanding the reasons behind a rejection can help you refine your product and presentation. Sometimes, the only way to beat that fear is to confront it. The more you do it the better you become at it, and less fear will be the result. Additionally, what you have may not be suited for everyone. Work with the people it is best suited for.
3) Are you Coming Across as Too Pushy? Focus more on having a conversation with someone than simply selling. Not every conversation has to move into you selling them what you have. But if the conversation does lead this way, learn the prospect’s needs and ask yourself if what you’re offering is of real value to that person. When you care about your prospective customer and develop a sense of trust, you’re more likely to make the sale. Business is about relationships, not who you can sell something to.
What’s the difference between advertising and marketing then? Easy, think about advertising. Shouldn’t be too hard, you are getting slammed with it everyday!
Advertising is the direct promotion of products and services to you. Sometimes in can be screamed in a mass promotion over and over again and on the most common level new business owners take, they personally send off “form” letters and canned conversations without finding out what the other person may need.
This of course allows people to move you into the white noise category and easily into the deleted email folder.
The best way to build your business is by marketing. You are a business, so own it! You provide service, products, and an opportunity for people. Just because you offer something that requires an exchange of money or commitment, doesn’t mean you are a slimy bad guy. You just need to find the right people that are looking for what you need. Again, you are a business. This is the way of the world, business is all around us. Services are being bought. Products are being purchased. How do you fall into being a success then? The biggest difference will be your interest in who you are speaking with. It’s not what’s in it for you, but what’s in it for them. Discover their needs and how you may be able to help support that need for a solution. Specifically creating a bigger social network allows you to speak more and more to people without intention. Once you have learned this skill, it really opens the door for attraction marketing; that’s a whole other story!