If you’re in business, you’re in it to sell.
This is absolutely the first tenet. The whole purpose of being in business is to sell services or products to people who need them, allowing you to make profits in the process.
You’re in business to make money. To earn a decent living. To bring home a salary or an income that feeds your family. You’re not in this for back-pats or accolades or warm fuzzies. Praise is nice, but it doesn’t pay the bills.
Without sales, your business hits a dead end.
“But Jaaaaammes, selling is just so… so sleazy… so icky!”
Please. No it’s not. There is absolutely nothing distasteful about telling potential customers that you have something good they might be interested in. There’s nothing disgusting about promoting your products or services if you believe that what you sell is worth money.
Here’s the real truth of the matter:
If you feel uncomfortable selling, you lack faith in what you sell.
I learned this lesson long ago, and now it’s time for you to learn it too: If you don’t 150% believe that what you have to offer is worth someone’s money, then you’re going to feel unsure, uncertain and under-confident.
You’ll have trouble selling. You’ll have trouble telling people to buy – even if they really want what you have. You’ll feel awkward saying, “This is a good thing. You should get it.” You’ll feel uncomfortable asking for money because deep down, you don’t think that what you have is worth it.
Think about that a minute: If you felt 150% confident that you had an amazing offer that people should snap up right now because the deal was that good… don’t you think you’d step up to the plate?
“This is the best damned popcorn you’ll ever taste – and I swear after one buttery-sweet mouthful of this luscious stuff, you’ll never want that other crappy, over-salted dry cardboard again. Go on, try it! Have some and see for yourself!”
That’s convincing. That’s persuasive. That confident attitude makes people believe that yeah, this popcorn does seem to be better. And sure, they’ll have a try.