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Sellers - are you kidding yourself?

Many people who run businesses hate to sell. They want customers to discover their fantastic products automatically. You don't want to feel like a pushy salesperson. You want your customers to like you, right? Unfortunately, that's not how it works. Here are some things a lot of people usually do to avoid being a seller. Do you recognize yourself?

1. Wait for the right time to call instead of just doing it now.”Mondays are not good because ...”(insert any excuse here).”After lunch everyone is so tired,””It makes no sense to call after ...”(insert optional time of the day here). All this is just a way of trying to avoid being a seller. Start calling people instead.

2. Endless preparations. You may work on your script with things to say when you call your customer prospects, but nothing else happens. You write, but never make any calls. It's better to start small and see what happens and refine the script after each call.

3. Clean your desk/get more coffee/call a friend. There are lots of things you can do to avoid calling your customer prospects. Are you working from home when the urge to do the dishes may suddenly be irresistible – or filling up the washing machine and doing the laundry, getting the vacuum cleaner going, or anything else handy will do as long as you don't make your calls. After all that's done, start organizing call lists and develop a giant, smart schedule for how to make your calls - but still without calling anyone. Simply keep doing all the things you feel comfortable with instead.

4. Be totally engrossed in learning all the tricks on how to sell before you pick up the phone. That's a really good start.

5. Wait for a certain customer to call back. You left a message on his/her answering machine. He/she will probably call soon ... any day now. Or perhaps next week ... Maybe ...

Do you recognize yourself?

You are not alone. It's scary to sell. People can say no and turn you down and your confidence will plummet. But welcome to the club. Every seller will hear the word NO more often than the word YES. It's a law of nature and something you can get used to. Getting turned down doesn't make you a worse person. It's important that you understand that and make yourself another cup of coffee before you make your next call only increases your sales anguish.

The solution is: Bite the bullet and just do it. Almost every seller has to fight off bad confidence before they learn to ignore that inner voice that says that being a seller is scary, difficult and, for some, even degrading. Once you're up and running, it's easier than you think.

About the author

Stefan Ekberg has worked in marketing for small business for 20 years and has written around 30 books on how small business owners can market themselves with limited resources. . In 2012 Stefan was nominated as Entrepreneur of the Year in Stockholm.

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Every week some 230,000 prescribers gets his free newsletter about 5 minute marketing.

"The 5 minute marketer" - the book
You run a small business and you want to get ahead of the competition, but how can you give resources to marketing when you're short on time and the budget is tight? The solution is here! The 5-Minute Marketer is packed with 395 tried-and-tested ways to market your business in 5 minutes or less.