How To Take The Ick Out of Selling

We get it. As a small business owner, you started your business because you're passionate about what you do. The dream was simple: offer a service you love, and clients will find you. But reality has a way of nudging in, and suddenly, you find yourself wearing a hat you never thought you'd put on – the sales hat. Most of us didn't sign up for selling; it feels icky and unnatural. Yet, here you are, knowing it's a crucial part of the game.

The good news? Selling doesn't have to be slimy. In fact, it can be genuine, warm, and, dare we say, even enjoyable. How? By focusing on something more important – genuinely helping your ideal client overcome their most significant challenges. By following a proven framework, you can create messaging that sells for you naturally, without the ick factor of pushy selling.

The Uncomfortable Truth: Selling is Essential

Let's be clear. If you're like most small business owners, you're in this because you love what you do. But somewhere along the line, reality hits – success isn't just about doing what you love; it's about convincing others to love it, too. Enter the sales hat, a piece of gear that doesn't quite fit your style. It's a delicate dance, trying to authentically present what you offer without feeling like you're pushing something onto someone who might not want it. You want people to WANT what you're selling.

The Dilemma: Passion vs. Sales

For many small business owners, the struggle lies in finding that sweet spot between staying true to themselves and adopting an approach that brings in business. With limited resources, hiring a dedicated sales team isn't in the cards for most of us. Instead, the responsibility falls on the business owner to navigate the complex world of sales, hoping to find a path that doesn't compromise their authenticity.

The Role of Your Website: Your Silent Salesperson

In the era of pixels and clicks, your business's online presence is more than a digital storefront – it's a reliable ally in the sales game. Your website becomes the silent salesperson working tirelessly around the clock. This is where the StoryBrand framework provides a practical guide for small business owners to infuse their websites with compelling and authentic sales messages.

StoryBrand: The Step-by-Step Blueprint for Effortless Connection

Developed by Donald Miller, the StoryBrand framework is a powerful tool that helps businesses clarify their message and create a compelling narrative. The framework centers around the idea that customers don't want to be "sold" to; instead, they want to connect with a brand that understands and addresses their problems.

 1. Clarify Your Message:

Strip away the jargon and be super clear.

1.       What does your business offer

2.       How does it make a positive impact on your customers' lives?

Clarifying your message begins with your website's headline. Let people know as soon as they come to your site that they are at the right place.

2. Customer as the Hero:

Shift the spotlight from your business to your customer. Your customer has a problem and is looking for a solution. How does your service play a supporting role in their journey to make things better? The goal of your sales story is to make your ideal client the hero of their story.

3. Identify the Challenge:

Pinpoint the challenges your customers face. It's not about creating problems but recognizing the existing hurdles and showcasing your service as the solution. Focus on how these challenges make your ideal client FEEL if you want to create a deep connection. That's what they are willing to pay money to solve.

4. Guide, Don't Push:

Imagine your business as a trusted guide. Lay out the steps your customers need to take without pushing them. Let them see your service as a companion on their journey. And use past client testimonials to demonstrate the value of your service. People considering buying from you want to hear past customers validating your worth.

5. Call to Action:

Wrap up your story with a call to action that feels like an invitation. Encourage your customers to join you on a shared adventure, whether making a purchase or engaging further with your brand. Always include direct calls to action across your website and in all communication (social media posts and emails.) Don't forget to offer a lead magnet that delivers value and allows you to capture their email address so you can continue to engage slowly while consistently offering valuable information.

The Art of Helping: Sincere Sales without the Sales Pitch

When small business owners embrace the StoryBrand framework, selling becomes a side effect of helping. It's about understanding your ideal client's needs and positioning your service as the answer while maintaining an authentic approach.

Build Trust Through Transparency:

Authenticity and trust go hand in hand. Be transparent in your messaging, letting customers see the real faces and stories behind your business. This also applies when posting on social – something I'm focused on in 2024. Show your ideal customers WHO you are. We build trust much faster when we have a real person to connect with.

Educate and Share Knowledge:

Shift the focus from selling to educating. Share valuable insights that address your customers' pain points, positioning your business as a knowledgeable and reliable resource. I strongly believe you can never overdeliver on value. Don't worry about providing so much value your ideal client won't buy from you. The goal is to put good out there and receive good back.

Content to Drive Conversation:

Treat your website as a conversation space. Regularly share content (blogs are ideal) that showcases your expertise and resonates with your audience, creating a sense of ongoing dialogue. You always want to be seen as a reliable resource that people continue to return to for answers to their greatest problems.

Remember! Selling is not about parting someone from their hard-earned cash. It's about bridging gaps, solving problems, and making peoples' lives better. Your passion brought you here, and your commitment to authenticity will drive sales. So, let your website be the welcoming introduction to what you do best as you turn the icky feeling of selling into a warm exchange of value.