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Sales For People Who Hate Selling

February 18, 20242 min read

Sales has a well-earned but bad reputation. High-pressure closing techniques, strategic lying, and other destructive behaviors cemented sales in the minds of generations of people as something to be avoided.

But, for a new entrepreneur, sales is the lifeblood of the business and cannot be avoided. In fact, it is the most critical activity in the first months of the business.

Getting those first few customers can make or break a boot-strapped young start-up. When you only have a couple of sales, the next sale can be the difference between staying in business for the long term and the end of your entrepreneurial journey.

The good news is that a new generation of sales professionals is remaking the world of professional sales, and they are pointing the way for founders. Gone are high-pressure sales tactics and manipulative practices. And what has taken their place is a new philosophy about the role of the salesperson.

In the pre-internet era, sales professionals held a key information advantage. They knew more than their prospects, and they used that advantage to drive purchasing activity. Today, prospects have access to an overwhelming amount of information, and there are a seemingly endless number of choices. Prospects don't need information. They need help making the best choice for their situation.

Modern sales professionals are leaders. They guide prospects to the best choice, even if it is not their product or service. And, in many cases, they will honestly tell the prospect if their own products or services are not a great fit and point them to competitors.

Why would they do this?

Happy customers tell a few friends and colleagues about a good product or service, but unhappy customers tell everyone they know and do business with, and they leave bad reviews, which are public and permanent.

Bad reviews can and will throttle future sales, and they may destroy the prospects of a new business struggling to find its way.

The best way for a business to manage its reputation is to only work with clients who are an excellent fit for your product or service. It is vital you only make "good" sales, meaning sales to your best-fit clients. People you can not just make happy, but you can wow them with your product or service.

The new way to be "salesy" is to be a professional who is focused on helping as many people as possible—even those who are not a good fit for your product or service.

On more than one occasion, I directed someone away from what I was selling, only to have them refer someone who was a good fit to me. They remembered I was honest and had their best interests at heart, and they returned the favor.

Go forth and make a sale!

Until next week...

sales philosophy

Anthony Butler

Back to Blog
blog image

Sales For People Who Hate Selling

February 18, 20242 min read

Sales has a well-earned but bad reputation. High-pressure closing techniques, strategic lying, and other destructive behaviors cemented sales in the minds of generations of people as something to be avoided.

But, for a new entrepreneur, sales is the lifeblood of the business and cannot be avoided. In fact, it is the most critical activity in the first months of the business.

Getting those first few customers can make or break a boot-strapped young start-up. When you only have a couple of sales, the next sale can be the difference between staying in business for the long term and the end of your entrepreneurial journey.

The good news is that a new generation of sales professionals is remaking the world of professional sales, and they are pointing the way for founders. Gone are high-pressure sales tactics and manipulative practices. And what has taken their place is a new philosophy about the role of the salesperson.

In the pre-internet era, sales professionals held a key information advantage. They knew more than their prospects, and they used that advantage to drive purchasing activity. Today, prospects have access to an overwhelming amount of information, and there are a seemingly endless number of choices. Prospects don't need information. They need help making the best choice for their situation.

Modern sales professionals are leaders. They guide prospects to the best choice, even if it is not their product or service. And, in many cases, they will honestly tell the prospect if their own products or services are not a great fit and point them to competitors.

Why would they do this?

Happy customers tell a few friends and colleagues about a good product or service, but unhappy customers tell everyone they know and do business with, and they leave bad reviews, which are public and permanent.

Bad reviews can and will throttle future sales, and they may destroy the prospects of a new business struggling to find its way.

The best way for a business to manage its reputation is to only work with clients who are an excellent fit for your product or service. It is vital you only make "good" sales, meaning sales to your best-fit clients. People you can not just make happy, but you can wow them with your product or service.

The new way to be "salesy" is to be a professional who is focused on helping as many people as possible—even those who are not a good fit for your product or service.

On more than one occasion, I directed someone away from what I was selling, only to have them refer someone who was a good fit to me. They remembered I was honest and had their best interests at heart, and they returned the favor.

Go forth and make a sale!

Until next week...

sales philosophy

Anthony Butler

Back to Blog