By Dr. Rachna D. Jain
Ahh. Selling. Sometimes, this is a word that is dreaded and
feared by all but the most intrepid business owners. It seems
that, even though we all know we need to "sell" our products and
services, many of us feel fearful or anxious about actually
These 10 tips are designed to help you shift out of your fear,
and into excitement, about sharing your product or service.
1) Know the source of your fear. This tip reminds us that it is
necessary, first, to know what we're afraid of. Most often,
fears of selling come in several forms. Either we worry about not
being liked, or being perceived as pushy, we (secretly) worry
that our product or service might not perform as we say, or we
struggle with the idea of rejection. Knowing the source of your
fear (sometimes it can be a combination) is an important part of
overcoming your fear of selling.
2) Take action to address the source. In this way, you are
taking action to overcome your fear. In some cases, this might
mean that you improve your product or service (you can use
customer feedback for this), or you can find ways to share your
product/service in a way that feels more authentic and natural
to you. You can also find ways to "bounce back" after rejection
which is easier to do, by the way, if you don't take "no"
3) Find enthusiasm for what you offer. One of the best
techniques I've ever used to overcome my fear of selling has been
to tap into my passion and enthusiasm for what I'm offering. I
make a list of all the really wonderful benefits and successful
outcomes of past customers. I hang this list nearby where I can
see it everyday. Try this for yourself - your confidence will
4) Shift your perspective. How would it feel to think of
yourself as "sharing information" about what you do? Or "showing
benefits" or "sharing your passion?" If you feel uncomfortable
or anxious about "selling"- find a way to shift your perspective
to one of sharing information rather than "convincing someone to
5) Start small. Very often, people tend to tackle projects much
larger than they can comfortably handle. When you want to
overcome your fear of selling, start small. Maybe you will share
your new business with a few trusted friends first and then
gradually find ways to expand your sharing to include a larger
circle. The most successful business people are those who
interact with others in an authentic, passionate way so find a
way that feels comfortable with you and stay with it.
6) Keep track of your successes. Keep a "wins" or success
journal nearby and record your achievements in it each day. This
will help you stay aware of just how much you do right. We
sometimes forget this.
7) Have fun with it. Rather than approaching this from a heavy
"have to", "doesn't feel good" perspective find a fun,
interesting way to share your knowledge or passion. Some of my
clients have thrown parties, offered free giveaways, donated
products/services to charities - all of these were easy, fun,
and income generating. What would be fun for you?
8) Stay focused on your desired outcome. Most people take
actions and reach their goals because they stay focused on the
benefits of doing so. Sometimes, reminding yourself what you
want, why you're doing this can help you take the next action and
9) Detach from how the outcome shows up. Very often, we get
really attached to "making the sale" or having a situation turn
out a certain way. Instead, why not focus on efforts "I will
give a great, enthusiastic, and passionate presentation" rather
than outcome: "They will buy X number of this." Very often, if
you stay focused on the effort - doing a great job- the outcome
turns out better than you ever imagined.
10) Keep practicing. Like any other business skill, "selling"
gets easier the more you do it. So get out there, start small,
and keep practicing.
Selling Is Not A Dirty Word
When you think of selling, think of sharing the love that went into
your book and the unique, important message it delivers. Think,
"Now that I've planted this garden, I want to reap its harvest.
If I don't share the word with others, my garden will die from lack
The Science Of Selling
In spite of what most people believe, selling is a science. And whether your know it or not, you are probably using some of the techniques of this science without even realizing it. Let's take a look at a few of the most powerful of these techniques.
Dramatize The Emotional Reward To Increase Your Sales
People rarely buy things for logical reasons. They buy things for the emotional reward it gives them. Later, they look for logical reasons to justify their purchase. That's why those new car buyers paid so much attention to the ads for their make of car AFTER they already bought it.
You can apply this principle to get more sales from your promotions.