When can you stop selling in your business?

John Nieuwenburg

John Nieuwenburg has been a professional business coach since 2004. Prior to becoming a coach, he held executive positions with Tip Top Tailors and BC Liquor Stores. In 2019, MacKay CEO Forums awarded him with Canada’s CEO Trusted Advisor Award in the Small Business category. Since becoming a coach, John has worked with over 350 clients, taking them through a systematic process that helps them feel organized, confident and in control of their businesses.

Donald Trump once said, “Sales and leadership are really the same thing.”

I completely agree.  After all, what’s at the heart of sales?  Gaining commitment.  Helping people buy into your perspective. Getting them to take action on your ideas.

Sounds a lot like leadership to me.

Selling is a particular form of leadership that requires the same type of commitment from prospects and clients.  In fact, you NEVER stop selling.   Here are the six types of sales successful business coaches must always make:

  1. Sell the prospect into talking with you on the phone.
  2. Sell the prospect into meeting with you, face to face.
  3. Sell the prospect into buying business coaching from you.
  4. Sell your client into changing their ways so their business improves.
  5. Sell your client into paying your fee for next month based on what you’ve helped them achieve in previous months.
  6. Sell the client on how it will benefit them to give you a list of their friends who also need your help.

If you aren’t consciously focused on making these sales on a regular basis, your practise will struggle.  On the other hand, as you master these six sales, the more effortless your practise will seem — and the more profitable you’ll become!

To improve your skills, develop simple scripts for each essential sale. Don’t “fly by the seat of your pants” when you know these six situations will come up over and over again — decide in advance what you want to say, and then PRACTICE saying it. Find a coach, colleague, or family member who will role play with you and provide honest, constructive feedback.  Practice handling objections with ease, clarity, and poise.  There is no substitution for putting in the hard work of perfecting your communication skills and messaging.

So when can you stop selling in your business?

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