Let’s get real here.  The idea of selling your services can be so damn overwhelming!  There are so many marketing tips out there, it’s hard to know what to do, how to spend your money or what to even believe will work.

But guess what!  Marketing doesn’t have to suck.  In fact, if you shift your perspective, even just a little bit, you’ll see how marketing is just another beautiful opportunity for you to help change lives.  Thus, change the world.  Isn’t that why you became an entrepreneur in the first place?

 

The yuck factor

I feel a little ashamed to even admit this, but it’s all true.

When I first started my business I was so afraid to put myself out there and sell my services.  I thought people would think of me as in-authentic, greedy, an imposter.

Can you relate?  

So, I did what any self deprecating introverted entrepreneur would do…I played small.  

I whispered my offerings.  I feared rejection. I undercharged.  

Basically, I was in a race to the bottom.

 

Be the ‘game’ changer you want to see in the world

It wasn’t long before I realized that me playing small wasn’t helping anybody.  

There was a reason I left the Corporate world and never looked back.  I know I am meant to do something bigger than myself. Being in the confines of an office building would never allow me to live my highest and truest self.

I began to look at marketing a lot differently.  I shed the idea of marketing as being a sales tactic to make money.  That is not my truth. So, instead I shifted into the mindset of truly coming from a place of high service.

When you think of marketing as an opportunity to help others by sharing your gifts and talents, you are more likely to enjoy the process.  You’ll want everyone to know how you can and want to help them succeed in life.

 

My 3 step formula for selling without being sales-y

First and foremost, you’ve got to get it out of your head that marketing is a chore.  If you want to stay in business you’ve got to fall in love with marketing. You’ve got to believe in what you do, what you offer and try to reach as many people as you can.  This formula is a holistic form of marketing in every sense.

Step 1.  Identify your ideal client

I’m not talking about your ‘target market’ or ‘demographic’.  This is market research in it’s most granular form.

If you’re going to clearly and compassionately communicate with someone in order to sell your services, then you must understand everything about their lives:  lifestyle, habits, and hobbies.  You need to know their core values, what motivates them and what leaves them hungry for more.

Basically, you must understand what their deepest desires and most irrational fears are.

You’ve got to understand who you’re talking  to if you want to authentically engage with them.  

This step is probably the number one (and most costly)  thing most small businesses fail to do.

If you’re doing this, you’re already one step ahead of the game.

Oh!  And I love this article on why if you don’t have a good customer avatar you’re losing money.

Step 2.  Identify the problem

There’s always a problem that needs to be solved.  Even if your ideal customer doesn’t realize there’s a problem, there is indeed a problem.  

It’s up to you to identify that problem, address it and help them understand how you can solve that it.

Now you can see how really knowing who your ideal client is can help you with the language around solving that problem.

Remember, there are multiple layers to the problem and you’ve got to address all of them.   

Let me give you an example:

The problem – I’m a busy mompreneur and I have a closet full of clothes, but nothing to wear.

The deeper problem – I’m insecure about my body after having a child.  My clothes just don’t fit me like they used to. I don’t want to look like a soccer mom.

The real problem – Just because your body and life has changed, doesn’t mean that you shouldn’t love the way you look and feel.

Now, if you were a fashion brand that sold clothes to busy mompreneurs that catered to a woman’s ‘changing figure’ you could really capture my attention by using this intel.

Are you picking up what I’m putting down??

Step 3.  Put yourself in their shoes

This is definitely the hardest part, but if you can do this, you will be cooking with fire!

You need to explore their dreams, aspirations, fears and frustrations.  These people are longing to feel understood, seen and heard.

If you can clearly communicate that you know them, that you know what they’re going through in life, this is your golden opportunity to sell them on the solution you provide (ie.  your product/ service).

Let them know that you understand them and that you can help them get to where they need to go.  

This is the most un-manipulative and effective way of building genuine trust.

And everybody knows, when you build trust you increase your sales, get more referrals and have a beautiful business that serves your highest purpose.

 

The number one takeaway?

Lead with empathy and watch your sales skyrocket!!

Remember, empathy is not instinctual and you can’t outsource it.

People have feelings.  They are driven by their emotions. If you ignore their feelings then more likely they will ignore you, too.

Did you find this article helpful?  If so please let me know your thoughts in the comments section below.  

xo,

Ruby