Sales. Ugh.
Just the thought alone is enough to make most new entrepreneurs want to heave.
I remember feeling very queasy when I was about five months into starting my own business (all the way back in 2014).
I remember having this sudden panicky thought: “Crap. Do I need a client pipeline?” And then I thought, “Ugh, do I have to do cold calls?” And then I thought, “Oh no, what was I thinking starting my own business?”
Because here are seven things I’d rather do than make a sales call:
- Stick a pin in my eye
- Clean up my dog Herschel’s throw up
- Go to traffic court
- Clean behind my refrigerator
- Do a long-form algebra equation
- Hold a tarantula
- Eat worms
Meaning, I don't wanna do it!
So, I don’t do outreach sales calls. In fact, in the 8 years of running my branding and marketing agency, I’ve not done one.
But dammit, turns out you need sales to be a successful business. So instead of sales calls, I decided to do something different:
I build relationships.
Because I find that when people know who you are and get a sense of your approach and impact, it’s so much easier to match with you when they’re in the market looking for a solution.
Here are three ways you can start to build the kind of relationships that grow your business:
OMG please leverage your network. You know, the people who already know you. And like you.
You already have people in your world who'd be delighted to help you with your business-building journey. Think of five of them right now, and reach out to them to let them know you were thinking of them and give them a preview of what you're up to. Then, you have an extra set of ears and eyes on the lookout for new customers for you.
Be active in your communities.
Online or in-person, show up and help people with your unique brand of brilliance. They get to see you in action - the ultimate try before you buy.
Create a valuable opt-in that’s 100% email-trade-worthy.
That means creating value before someone buys from you with an opt-in that solves a problem for your most valuable customers.
Be a consistent presence.
No one likes the person who shows up only when they need to borrow money. And that's what it feels like if you’re only in the market when you have an offer. So balance any promotions with fabulous and generous and helpful content that helps your audience move in the direction of their hopes and aspirations.
Brands and creators who have cultivated an engaged community know that they'll get more sales and bigger deals if they position themselves as experts who are solving their customers' problems on a regular basis.
So before you post another IG story just because you *think* you should, sit down and brainstorm content ideas that are genuinely helpful to your most valuable customers.
And that, my pal, is the way to avoid sales calls and still grow a successful business.
Heather
P.S.
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