So if marketing is all about fostering a relationship, then how does selling fit in?

Well, first off you've got to take a look at your view of selling. Selling is not being pushy, it isn't brainwashing and it's not getting people to do things they don't want to do.

You need to think of sales as being of service to people. You have a great service or products that help people in some way and there are so many people who could benefit tremendously from this knowledge you have to share.

So, isn't selling really about providing a service to them? You are helping put something they really need into their hands - so they can start changing their life.

Try to think of selling as:

1. illustrating the benefits you offer

2. helping people overcome any concerns they may have about buying, by listening and making suggestions

3. inviting them to take action

Remember you have started your company because you want to help people do better and be better, in some way. You have information, wisdom and experience that you want to share with people.

Effective selling is not about memorizing different sentences to "close" the sale or being aggressive and badgering prospects into saying "yes". Instead, it's about becoming a great listener and being able to ask pertinent questions that will remove the buyer's hesitation and compel them to action.

For instance, you can ask questions to determine not just what problems they want solved, but what they want things to be like once you've helped them.

You can dig further and determine exactly what objectives they need met in order to be satisfied - is it price, time, not sure about the "fit", lack of confidence, fear of buyer's remorse, and so on.

You have to ensure that you have the answers to all these objections so you can walk the prospective client towards a solution. Also, after talking more in-depth you realize the specific product or service isn't a great fit. That's where you can offer something else or package things to better meet their needs.

Marketing and selling is making sure that there exists a fit between your services and products and the client's needs and wants.

When you approach selling and marketing with the thought in mind that you are there to help the client out, and one of the results of that is you get compensated, then you can let go of some of your negative views about selling your services and products.

We all want to get and give in a reciprocal relationship. The process of selling helps both parties determine if they are ready to take the relationship to the next step - purchasing something.

Ideally, you are never trying to convince prospects to do business with you. Since you have built a relationship with the person, they should understand the value that your expertise and services can provide.

Selling is simply the step where you discuss if your services and products are right for them or not. You are able to do this because you've built up trust through the information and connection you've already been providing.

Another way to look at selling is to think of it as persuasion. Persuasion is not so much about convincing people how great you and your services are; but more like being able to listen and focus on the needs and objectives of your clients.

Persuasion and selling is all about finding ways to meet people's needs and wants in a way that is agreeable to both parties. It's about listening and being able to provide solutions to ensure they are buying the right info product or service for them.

Selling and persuasion means being totally focused on how you can be of service to someone - always answering their question, "What's in it for me?" It means spending the majority of your conversations with prospects and customers finding out about their needs.

Don't you owe it to all of the people who need your service and products to make every effort to welcome them into your "family" of loyal customers? Given all the love, time and energy you've invested in your business, don't you owe it to yourself?

If you want to successfully market and sell your services and products, then it's time to begin viewing yourself as sales ambassador for your company and for yourself.


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Jody Gabourie, The Small Business Marketing Coach, delivers simple, innovative and powerful marketing strategies to help business owners find and keep their most profitable clients. To learn more about how she can help you take your business to the next level, and to sign up for her FREE special report, ezine and articles, visit her site at http://www.JodyGabourieMarketingCoach.com