“But we think selling is about getting. It’s not. It’s about giving.”
I’m so excited for my guest this week!
Winnie Anderson is a business coach and content strategist. She’s going to share all sorts of awesome information on how to focus on what matters most in your business.
As you all know, when you have your own business, you’re not just doing the things you love. You’re doing all this other stuff! You have to figure out how to make all the other stuff work in order to really grow and scale your business.
Winnie offers us great tips on:
-How to get over the loathing of sales and selling
-What to focus on when you have to do ALL the things
-And social impact for your business
Winnie started her entrepreneurial journey because of a car accident in 1999. Prior to this moment, she was the Director of Human Resources for a lively chapter of the American Red Cross. After suffering a traumatic brain injury and a host of other injuries that knocked out of corporate life, she had to figure out what she was going to do with the rest of her life.
Through a process of reinvention, she was able to move into brand strategy, copywriting and content writing. That’s how she got to where she is today.
She refers to herself as an accidental entrepreneur! So true for so many of us!
Winnie works with service-oriented businesses to help them to focus on what matters most. She says people start businesses because they love it [insert whatever you love to do]. And people want to spend their time doing whatever ‘it’ is. But people quickly realize that they can’t do ‘it’ if there is no one to do ‘it’ for.
Often people who are going into business, never think about that. We can see the value of what we do. And we believe we should have people flocking to us who want our services!
The truth of the entrepreneur journey is that there is so much to do. If you have a resistance to actually selling your services then your brain is going to actively hold you back. Your brain keeps you distracted with other things when you should be selling your services. Learning to sell, is an instance where you have to actively work around your brain and stop telling yourself that you hate selling.
Then you have people like Winnie and myself who love learning. If you’re always learning new things, you really haven’t gotten anything done then because you keep going down one rabbit hole after another!
If you aren’t selling anything, you’re not going to have a business!
The key to staying focused on what is truly most important:
You have to recognize where you are on the business lifecycle – this is the single biggest thing that will tell you what you need to focus on.
If you absolutely stay focused on where you are on the business lifecycle that will absolutely tell you what you need.
For example, if you haven’t gotten off the ground yet, you have plenty of stuff to figure out. You have to nail your message. You have to understand what your offer is. It’s got to be something that people are going to want to purchase. You have to communicate this. It’s got to be packaged well. You have to learn about your buyers.
So if you haven’t even launched yet, stop worrying about the ‘extras’ like video. Focus on what’s your message, on what’s your offering.
If you are in the building phase, here you have to really look at where you are and what are your greatest needs are.
Once you figure out where you are in the business lifecycle, the other key element to staying focused is inspecting the foundation stones of every business.
It doesn’t matter what you sell, you have four foundation stones.
-Finance – Revenue, expenses, etc.
-Organizational Development – actually building the business. Do you have systems that actually work? Or are you stuck in feast or famine, constantly trying to reinvent the wheel?
You’ll have to ask yourself, which of these foundation stones do you have to pay attention to?
Once you determine where to focus among these four foundation stones, then it’s time to tackle sales. It’s tricky because when you go out on your own, you suddenly feel like you’re selling you!
If you have any issues in putting yourself out there, letting yourself be vulnerable, asking for the sale, all of that, unless you can deal with these obstacles, you’re not going to be able to sell.
There are stories you are telling yourself and wounds you’ve gathered throughout your life. We all have them. Life is traumatic. You have these stories that you tell and you have the experiences that you lived through. Where you felt vulnerable when you were the buyer. The less confident you are in your knowledge the more exposed you feel. The more potential you have to feel like someone is pressuring you because the balance of power is not in alignment. You just have to constantly talk to yourself. And also recognize that people have a path to follow to buy anything. It’s called the buying highway or the buying journey. People are looking for information in order to make a decision.
For those out there who are selling themselves/services, Winnie talks about client-focused marketing as opposed to ego-focused marketing. Client-focused marketing recognizes that we need to give people the kind of information that they need to make a decision. They don’t care about us. They care about themselves. So are you giving them the best information they need to make the best decision for them?
Winnie, a self-proclaimed wordsmith, gave us a little history on the word ‘sell.’ The word sell comes from the word SELLAN. Sellan original means to give. But we think selling is about getting. It’s not. It’s about giving.
What you want to do is remember that marketing and selling are not separate. They consist of four things:
You’re sharing great content that helps the person understand their problem and how to make a decision. You’re elevating yourself while you do that. You’re positioning yourself as the trusted authority. You are inspiring them about what life or business could be like. Then you are extending an invitation to take the next step.
Winnie has had people who have seen an interview she’s given, and they’ve reached out to ask how to work with her. She didn’t force anything. They felt an invitation in the content she shared.
Getting past selling requires you to let go of trying to convince or persuade. It’s just educate, elevate, inspire and invite. Talk to people who want to hear what you have to say. Learn and use the language they use to talk about what you can offer. And be as YOU as you possibly can.
All of this leads us to Winnie’s passion for businesses to make a social impact. If you don’t have a business that is actually profitable. You don’t have a business, and you can’t make an impact on the world.
If you don’t charge full value for your offerings, you’re not going to have the money that you want to support your family and support the causes that you care about. Even if you are running a non-profit, you still need revenue, you still need to balance the books, you still need to deliver your offerings. Those business principles definitely matter.
If you don’t have a business that has a pure social focus, there are ways you can very clearly say, this is what I believe, this is what I’m about and this is who I support. It’s a good strategy to repel the people who are not right for you. You don’t want to work with people who don’t want to work with you. So be your authentic self and radiate who you are so that when you share your message, you want people who go, “Amen, sister! I’m with you! How do I get closer to you?”
People just want more of you! You want to work with people who love you!
If you really hate selling, it’s not that you hate talking about your offerings, you hate hearing no. So you want to make sure you are really communicating with people who want to hear what you have to offer. You’ll hear no less often.
So much goodness!
Join Coaches Go Social next month for experts on relationships, particularly the relationship you have with yourself. That’s the most important one!
And if you are really considering live video in 2021, get on the waitlist for my live video course: https://capitalizesocialmedia.com/cwl/ The next session will start up in March!
Also, if you are a coach looking for a little more marketing support come join my private Facebook group, the Consistent Content Club! I also have another group that goes even deeper. If you’re interested in the new Tidepool group, set up a time to chat with me directly!
If you want to talk more about manifestation or if you just need some positivity right now, let’s set up a time to chat!