The process of selling your product, service or expertise is similar to the process of ‘selling‘ a lifestyle behavior change. It is about motivating someone to buy your solution. Everyone in business has to sell.
People must want to buy. Your role is to help them make an internal, emotional decision to choose to buy because they must have the benefits you are offering them as a solution to their problem, pain or need. They must want the benefit more than they want the alternative.
Effective selling is all about benefits. To get the benefit, they must invest in what you are selling. This means the ‘sales conversation’ must focus on the solution to the client’s problem (your product, service and/or program). It is all about their WIIFM (what is in it for me – the client.)
Too often health and wellness professionals make their sales conversations about what they can do for the client instead of what the client gets – the WIIFM. This is why many of them struggle with selling – whether they are selling their services and products or are working in an organization and are ‘selling’ ideas, proposals and their expertise (aka, self-marketing).
Resistance to selling is usually based in fear. Fear of rejection or looking bad; fear of success or failure; fear showing up as the fraud factor – who am I to ask them to pay this much $$$ for my services. These fears are fueled when you make the sales conversation about you instead of the benefits the client will get when they buy your services and follow your program.
Selling is not something you do to a person it is something you do for them. They have a problem, need or pain. You have a solution that alleviates the pain. Buying your solution means they get their problem solved. Your role is not to allow them to walk away without your help; the benefits you can provide them
Your results will turn upside down once you accept that selling is nothing more than helping a client make a decision to take an action that will help them get what they want and need. If you know you can help them, how could you not want to sell to them?
About the Author - Jean Caton MS,MBA,RD
Jean is a Business Women’s Coach and popular speaker who informs, motivates, inspires and coaches her audience. She specializes in coaching both women Entrepreneurs and women who work in Corporate America.
Jean’s speaking, writing and coaching is all about business success skills and confidence including communicating with more influence and impact, self-marketing and the courage and confidence to navigate the business environment with greater savvy.
Women who work with Jean learn to communicate their value more effectively so they get recognized as the expert, build successful businesses, land top jobs and earn the income they deserve while loving what they do.
Jean earned her MBA at Boston University and an MS in Nutrition from Framingham State College. She is a graduate of the Advanced Coach Training Program of Coach U. Jean worked in corporate America for 22 years before becoming a coach and entrepreneur in 2005.