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Game Plan for Growth: Stop Selling & Start Making Connections

GAME PLAN FOR GROWTH: STOP SELLING & START MAKING CONNECTIONS
 June 4, 2024 |  Business Tips, Marketing |  client satisfaction, small business, business growth, networking, entrepreneur

By Kimberly Stevens, NPI, Inc.'s Marketing & Business Coach

People become entrepreneurs for many different reasons, whether it’s the freedom to control their schedule, the direct impact they have on their business growth, or the prospect for financial independence. For many, “being your own boss” can be a career goal all by itself. However, despite the benefits, there are aspects of business ownership that can be intimidating as well.

One challenging aspect that comes up again and again? Sales.

Despite your skillset or previous experience, the need to sell yourself, your products, and your services can stop you in your tracks. Maybe you don’t think you’re charismatic enough, or the thought of selling things feels deceptive, selfish, or “slimy.”. The truth is, though, that “sales” has a worse reputation than it deserves (maybe thanks to one or two too many pushy telemarketers or sales clerks).

Whether you’re extroverted or introverted, everyone has a unique way to relate to people so that they can become effective “salespeople” and set their business goals in the right trajectory, in a way that’s actually enjoyable. So, to all future entrepreneurs out there: stop selling. Instead, let’s discuss how important it is to invest in relationships as a small business owner.

Skills that Come in Handy for Entrepreneurs
When starting a solo business operation, hopeful entrepreneurs understandably want to feel confident that they’ll see success in their career change before making the jump, but it’s tough to know exactly which skills enable a smoother start. Of course things like experience within the industry, good organizational habits, and fearlessness (or stubbornness) is valuable for any entrepreneur, but polling from actual small business owners highlights an interesting point.

From a poll conducted by researchers at Freshbooks (an accounting and bookkeeping resource provider), self-employed professionals and small business owners were asked to identify the top skills required for success in their positions. At the very top of the list, just above “problem solving” and “time management,” small business owners identified that “communication” is the most important skill for entrepreneurs.

Far lower on the list were “negotiation” and “persuasion”: two skills closely tied with the traditional idea of being a salesman. So, what’s the difference?

What it Means to Have “Sales Skills”
People often emphasize how important it is for small business owners to have good sales skills, but what they are usually referring to is usually very different from what their audience imagines. For small business owners, “sales” isn’t cold calling (which researchers at LinkedIn say has only a 2% conversion rate), it’s not being a “fast-talker,” it isn’t refusing to take no for an answer, and it isn’t tricking people into buying something they don’t need or didn’t ask for.

Instead, being good at “sales” as a business owner is all about building relationships, connecting with people, and approaching them with authenticity, understanding, and empathy. Strong communication skills are important for receiving repeat business from satisfied customers or clients, gaining more reviews, and developing mutually beneficial relationships with business partners and referral sources (like with real estate agents in the home inspection industry). Authentically connecting with people and explaining the true value of their business’ services to those who will benefit from them is one of the biggest keys to growth for small businesses.

With that said, it is common for some entrepreneurs (especially those with a more technical background) to be more introverted or reserved, and they may feel less confident about their ability to connect with clients. There’s a fear of facing an uphill battle for those that don’t consider themselves to be naturally charismatic or outgoing, but small business owners don’t have to fit a particular mold in order to “sell” well.

How to “Sell” Better as a Small Business Owner
Extroverts and introverts can both be fantastic relationship builders, leaning on their own unique strengths to push their businesses to new heights. What’s important is to come to an understanding about which tasks they’re good at, which ones are doable but need improvement or practice, and which activities are better to avoid altogether.

Start by taking a personality assessment (Like DISC) to get another view of how you communicate and to learn how other people with that style of communication see success in relating to others. Remember, while people who identify themselves as being more extroverted may have an easier time capturing the attention of a room, an introvert’s tendency to listen is a fantastic asset for understanding a client or business partner’s “pain points.”

Some people who are great public speakers may have a negative habit of speaking past or ignoring their customers and recommending add-ons or products that are irrelevant to their situation as a result. Whatever the case, small business owners should break away from a toxic “selling” strategy and focus on investing in relationships instead to achieve their goals for growth.

Learn more about franchising with NPI today and hear about our one-on-one marketing coaching, as well as our National Accounts department and dedicated marketing team!

About the Author
Kimberly Stevens, Marketing & Business Coach
The baby of eight children, Kimberly learned quickly to master the art of communication in order to be heard. She has been with NPI for more than 15 years and is passionate about getting to know our franchisees. Kimberly is a certified marketing and business coach, trainer and speaker, leading training seminars, one-to-one coaching and more. She's a high-energy, fiery red head and an eternal optimist. Her greatest joy is celebrating our franchisees’ victories!