As an entrepreneur who didn’t come from a sales background, this was one of the areas I found the most challenging when I started my business and sometimes even now it’s something that can get the better of me on occasion.
Even if you’ve come from a sales background, there’s a huge mindset shift you must make from selling someone else’s products and services to selling your own, especially as a coach or consultant.
When selling your expertise and knowledge, the people who have the most success are the ones who understand that building trust is the best sales technique you can use.
It was Zig Zigler who said, “If people like you they will listen to you, but if they TRUST you they will buy from you.”
Building trust is the real and only secret ingredient to success out of all the ‘secret ingredients’ that are professed about all over the internet.
The Power of You!
Before you can even think about getting people to trust you, you have to trust yourself. You have to know why you’re valuable, you have to appreciate both the strengths and the vulnerabilities that have shaped your life and made you the person you are today.
There may be other entrepreneurs whose success you would love to emulate, but you need to remember that you are on your path, not theirs. You must find your own way of shaping what you do into an authentic and credible service that allows you to shine with honesty and integrity.
Those are the attributes that people look for in a coach or consultant. Not someone who’s going to sell, but someone who genuinely cares about their challenges. Someone who listens and can empathise with their need to find a solution that works.
Remember that in the majority of cases, people say no not because they can’t afford to work with you, but because they can’t afford to lose money on a solution that may not work.