This is Why You Hate Sales

Mar 15, 2022

If you find yourself saying "I hate sales," then this episode is for you. In this episode, I talk about the top reasons that coaches dislike (or even avoid) sales, and how they can find a way to sell that feels natural and authentic to them.

In today's episode, we are going to be talking about why you hate sales. If you find yourself saying, “I really just hate sales,” or, “Maybe I can sell, but I don't like selling my own coaching or my own services,” then this episode is 100% for you, because that's exactly what we're going to be talking about today, and more importantly, some adjustments that you can begin to make to find a way of selling that actually works for you and not against you. 

To start off, there are three main reasons that you might be finding yourself saying that you hate sales, and one or more of these reasons might apply to you. The first one is that you have been taught to sell before—you have been given the structure and the tools and the language to sell with—but it's not tactics that actually align with you. Maybe they are high-pressure or sleazy sales tactics, or maybe they just don't sit right with you in some way. Maybe they feel a little bit manipulative and just generally not how you want to show up for your clients and your prospective clients. 

That's totally valid, because a lot of people who have been taught these high-pressure sales tactics, and who really don't like them and don't want to use them, they're being told that “You have to use them,” or, “If you don't manipulate or pressure your prospect into buying from you, then you're not going to make the sale,” and that's just not true at all. In fact, trying to use these sleazy sales tactics, when they're so far out of alignment with you and your values, that's actually going to hurt your results more than anything at all. 

That brings us to the second big reason that you might hate sales, which is that you just haven't found a way to do it that feels natural and that feels authentic. The key word that I want to highlight here is structure. You haven't found a structure to work with that feels natural and authentic, so instead of using these high-pressure sales tactics, you're going off in the exact opposite direction, showing up to your sales calls and just having a casual conversation with no agenda. That's also not going to work out very well for you, because you absolutely do need some sort of structure to your sales process. But of course, it also has to be a structure that actually works for you and that, like I said, feels natural and authentic. 

The third reason that you might find yourself saying that you hate sales is that you've been sold to previously in a way that you didn't like, in a way that maybe did use those high-pressure or sleazy sales tactics, and honestly, maybe you're just scared to come across that way to others. Again, that's really valid, because you don't want to have this reputation of “If someone gets on the call with her, then she's going to pressure them into buying, and it's not going to be fun for anyone.” That's not the reputation that you want to have in your business, and it's not fun for you, it's not fun for the prospect, and it doesn't set the tone for a successful coaching relationship to follow. 

No matter what the reason is you find yourself disliking and maybe even avoiding sales so much, the question remains: what do you do? How do you sell in a way that maybe you don't hate, or maybe—God forbid—you actually find that you enjoy in a way? I want to share with you several tips that will help you start to come to terms with the fact that selling is a part of operating a coaching business. It's not just a part of it, it's an important part of it, and it's such an important part that you absolutely need to make sure you are doing it in a way that feels natural and authentic to you, in a way that doesn't feel like pulling teeth, either on your end or on the prospect’s. 

The first thing that I recommend doing is finding a structure that works for you. Now, there are tons of people who are claiming that they have these six-figure sales scripts, that if you just follow this word-by-word, you're going to make a million dollars in three days. That's not true, but still pay attention to those scripts, because those are structures for the call. I obviously really recommend checking out my book Client Attractor, because I have an entire section in there dedicated to the structure of a discovery call. Find the structure that works for you and adapt it to make it work for you, because it has to feel natural and authentic to you. 

The second thing I recommend is to get really clear on what the objective of a discovery call actually is. For example, is the purpose of a discovery call to close a sale with a new client, or is it to ensure that a prospect gets exactly what they need, whether or not that means them enrolling in your coaching program or signing up to work with you? That's a really important distinction, because showing up from a place of service, from a place of trying to make sure your prospect gets what they need, that is what is really going to help you show up more naturally and more authentically.

That brings us to the third piece, which is to show up as yourself, not trying to pretend to be someone else, not trying to use someone else's words, but to show up entirely as yourself. The reason I emphasize this is that when you are not showing up as yourself, or you are trying to show up almost as someone else that doesn't feel right with you, the prospect is going to pick up on that energy. If something feels unnatural to you, it's also going to feel unnatural to your prospect, and nine times out of 10, that is going to dramatically impact your results in a really, really negative way. At the end of the day, people aren't going to sign up to work with you if they feel, during the conversation, like there's some sort of inauthenticity or that things just don't feel natural. If that's happening, then honestly, that's going to cost you the sale, which is why it is so important to show up as yourself and use your own words, rather than trying to emulate what you think a successful salesperson would do, or how they would act, or what they would say in that situation. 

To wrap up today's episode, I want to highlight the big three things that will make such a big difference in how you are selling in your business. The first, of course, is to find a structure that works for you. The second is to get clear on the objective of a discovery call. What’s the objective of this call? Is it to close a sale or is it to help someone? The third is to show up as yourself and use your own words rather than using the words of someone else. 

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