Sales for the Small Business Professional
Self-promotion and networking can be overwhelming for small practice professionals. Most would rather focus on delivery of their services than developing business. Many do well developing and executing marketing strategies but when it comes time to “sell” they feel out of their element. In my work with clients, particularly service and creative professionals selling is a common barrier. They would rather send an email, or find a technological shortcut than to interact with a prospect in a “sales” situation.
Last week a client and friend confessed her tortured feelings about self-promotion. “I feel like I am walking into a room of 1500 people and it’s overwhelming to figure out what to do,” she remarked. “Great!” I said. “You don’t need 1500 people you just need to make your way through the crowd to the intimate table of 10.”
Any process can be intimidating and overwhelming if you look at it in its entirety. Whether you are a business owner, a job seeker or someone returning to dating, you only need to take it one step at a time. The mental image of a small intimate table helped my client to ditch the willies and focus on a smaller, more manageable task. Giving her the visual of ignoring the larger crowd for the small tribe made the process much more friendly.
The job seeker who is overwhelmed by the unemployment numbers need only focus on their need for one job. They only need an offer from one company. The small practice professional does not need to reach 100,000 people, many would in fact be overwhelmed if their regular client list was more than 50.
If you find yourself getting overwhelmed, do the math. I am sure that like my client you will discover that the way to go big is to think small.
How about you? Does self-promotion freak you out? What tips have helped you overcome the fear?
Andrew, you make a great point. When we are doing something new or uncomfortable it always helps to break it down into smaller pieces. When running a marathon you’re not running 26.2 miles at once but one mile at a time, one step at a time. Your training focuses on building up the endurance over time to make that one step at a time on race day.
Karen,
For many – especially those who are more introverted by nature – sales situations are outside their comfort zone, not least because the sales process involves what can be perceived as a confrontational situation.
I think your approach is sound. Indeed, the principle of breaking tasks into bite sized pieces applies to many situations which involve tasks which are unpleasant or uncomfortable – sales included.
Cath,I know me too! Treats were always a great sales tool but I find myself struggling with this one too. Although, many people still appreciate it and they can share. I don’t drink but I often get wine gifts and I still appreciate the thought. It’s a tough one, I guess we’re back to pens and notepads, lol!
Karen – I’m beginning to rethink the whole candy thing after some of the health stuff I’ve been reading lately – especially that overweight girl on the plane. It might be a good time for me to start giving a gift that doesn’t harm their health.
Weirdly enough, I do have a problem promoting my own business even if that is what I do for my clients 🙂 And yes, the actual sales part used to freak me out a lot. Luckily for me, most clients come from referrals but I dread selling my services. I do it, but I do try to think small and concentrate on specific tasks to get the awkwardness out of the way.
Hi Debbie, *sigh* yes, been there too and it’s not the best feeling! You are so right we can spend time agonizing instead of doing, when the doing would have been much faster.
Hi Cath! I love your approach to face-to-face meetings. It helps to humanize the situation doesn’t it? That’s always been my approach to sales and interviews and it works well to remove the performance issue and focus on humanity. Good suggestion!
Hi Patricia! Lol! Yes, throw your weight around! Going big for yourself is another topic near and dear to me!
I find that I always start out too big…way too big with everything I do, so having the Adrenal Fatigue Syndrome has truly made me reign in my expectations. Though all of my coaching folks and advisers (including TOAD) say I need to make myself bigger.
Maybe I just need to throw my weight around!
Good post and step by step does win the race.
Hi Karen – Awesome advice. It is easy to become overwhelmed. I find that I can easily feel like that in any new situation, or new type of job, or business.
When going to meet prospects, the easiest thing I’ve found is to treat it like you’re going to see a friend and they’ll be a friend. And ask a lot of questions and always take sweets (candy) with you.
I agree! I easily get overwhelmed by the big picture and find myself giving up before I even start. But then I realized if I would have just broken it down and taken it one step at a time I would have already been at the finish line instead of still standing at the beginning being past up by everyone else. This is great advice. Thanks for reminding me — again!