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In very small businesses the owner and business are one and the same. So, when you’re marketing your business, you’re really marketing yourself – but that isn’t easy for everyone. Here’s advice for getting better at selling yourself and your business.<\/p>\n
The smaller your business, the more you and your business are synonymous. People may not know the name of your business at all; they might just know you and for that reason, you have to know how to sell, \u201cyou.\u201d As you grow, your business will hopefully gain an identity outside of you but for now, you\u2019re everything.<\/p>\n
You know how it works\u2014some people are really good at talking. They\u2019re the people at the events who have a story for any situation. They\u2019re the ones who bounce from group to group seemingly knowing everybody\u2014or can drop a name that they and the group have in common. They\u2019re smooth\u2014sometimes cheesy and annoying\u2014but somehow, they seem to have an endless pipeline of business. As much as you don\u2019t want to hear it, you might need to become a little more like those people. Don\u2019t worry, we\u2019re not advocating turning you into somebody you\u2019re not but there are some skills to learn when selling yourself.<\/p>\n
Confidence!<\/strong><\/p>\n Let\u2019s just call it what it is. Those schmoozers are exuding confidence. They may struggle with confidence just as much as the next person but they know that confidence is what gets them in the door. They know that confidence is professionally attractive so they play the part even if they don\u2019t feel the part. \u201cFake it until you make it\u201d is a big part of selling yourself. Of course, there\u2019s a fine line between confident and cocky.<\/p>\n Persistence<\/strong><\/p>\n We\u2019re not done with the clich\u00e9s\u2019. How about \u201cThe squeaky wheel gets the oil.\u201d For every opportunity (unless it\u2019s some equivalent to a root canal) there are loads of people going for it. Every customer you\u2019re trying to land is being courted by others just like you. Your job is to be persistent\u2014even kind of annoying. Keep sending the e-mails; keep sending the texts; let them know when something changes that is valuable to them. Just keep in contact with them. Even if they\u2019re not ready to buy now, they\u2019ll think of you later.<\/p>\n Don\u2019t Be Boring<\/strong><\/p>\n For real\u2014even if you\u2019re not great in social situations, you have to find a way to be unique. Be proud of your introvertness\u2014there\u2019s nothing wrong with you but that doesn\u2019t give you license to not stand out. People who don\u2019t stand out can\u2019t sell themselves because they never get noticed. The cheese-machine at the party is getting noticed.<\/p>\n And of course, your product has to be unique too. That\u2019s great that you design websites but what makes you unique? If you\u2019re not unique, you\u2019re boring. Don\u2019t be boring.<\/p>\n Offer a Solution<\/strong><\/p>\n Your customers are plenty-smart enough to identify the problems. What they need is for somebody to dig in to the details and offer a solution. Not something that MIGHT work; something that WILL work.<\/p>\n Offer more of a solution than your competition. Create a detailed report, show that you were super thoughtful about their problem, offer some top level advice free of charge. Become part of their solution before selling your product. Talk is cheap. Your customer certainly wants to know about you but they\u2019re more interested in how you will solve the problem.<\/p>\n Stop with the Resume Speak<\/strong><\/p>\n Seriously\u2014nobody wants to hear you describe yourself as a problem-solver, a go-getter, or as having great attention to detail. Your customer wants specifics. Who have you worked with that had problems like theirs and how did you solve them? And by the way, attention to detail is probably something to stay away from because you risk talking to somebody who has greater attention to detail than you. Are your handouts stapled in the exact same place? Are your clothes 100% wrinkle-free? Might want to stay away from that kind of language.<\/p>\n Non-Verbals<\/strong><\/p>\n You know that what we say is only a tiny piece of what really communicates, right? It\u2019s actually your non-verbal communication that tells the person more about you than anything. Sit up straight, make eye contact, don\u2019t cross your arms, walk at a leisurely yet intentional pace, avoid talking with your hands excessively, have a firm handshake. Your non-verbals will probably sell you more than anything else.<\/p>\n Be Positive<\/strong><\/p>\n We all live in the same world. Everybody likes to complain about something, don\u2019t they? Social media is a cesspool of complaining and we all know at least a few people that can find the negative in anything.<\/p>\n But all of us are looking for positive people to place in our lives. We\u2019re looking for that breath of fresh air that we have trouble even being to ourselves. Find ways to find the positive. Smile a lot, be thankful for what you have, talk about things you enjoy, tell your customer that everything is going to be alright. Positivity equals confidence. Don\u2019t look or sound miserable. Nobody needs any more of that in their life. Positive people will always land more opportunities.<\/p>\n