You didn’t start your business to make sales calls. You started it because you’re brilliant at something — whether that’s building websites, fitting kitchens, running workshops, or consulting.
But here you are, and the work doesn’t sell itself.
You’re Not Alone
A survey by Hiscox found that 66% of small business owners say sales and marketing is their biggest challenge. Not cash flow. Not hiring. Not regulation. Sales.
The irony? Most of these business owners are incredible at what they do. They just struggle with the selling part.
Why “Selling” Feels Wrong
The word “selling” conjures images of pushy car dealers and cold-calling telemarketers. That’s not what we’re talking about.
What we’re actually talking about is:
- Having conversations with people who might need your help
- Explaining what you do and how it solves their problems
- Following up to see if they’re ready to move forward
- Being available when they decide to buy
That’s it. That’s “selling” for most small businesses.
Reframe: You’re Helping, Not Selling
The most powerful mindset shift you can make: stop thinking of it as selling and start thinking of it as helping.
You have expertise that people need. They have a problem that you can solve. Your phone call isn’t an interruption — it’s a service.
When a prospect has a leaky roof and you’re a roofer, calling them isn’t pushy. It’s helpful.
Five Strategies for Reluctant Sellers
1. Lead With Questions, Not Pitches
Instead of: “Let me tell you about our services…”
Try: “What’s the biggest challenge you’re facing with [area] right now?”
People love talking about their problems. Let them. Then simply explain how you can help.
2. Use Your Existing Customers as Proof
You don’t need to make grand claims. Just say:
“We recently helped [similar business] with [specific problem] and they saw [specific result].”
Real stories from real customers are more convincing than any sales pitch.
3. Set a Tiny Daily Goal
Don’t aim for 20 calls a day. That’s overwhelming. Start with three.
Three calls. That’s it. Most days, at least one will be a voicemail, so you’re really only having 1-2 actual conversations.
Anyone can make three calls.
4. Follow Up by Email If Calling Feels Too Hard
Some days, you just can’t face the phone. That’s fine. Send a short email instead:
“Hi [Name], just wanted to check in and see how things are going with [their situation]. Happy to have a chat whenever suits you.”
It takes 30 seconds and keeps the relationship alive.
5. Track Your Activity, Not Your Results
You can’t control whether someone buys. You can control whether you make your calls. Focus on the activity and the results will follow over time.
The Permission Slip
If you need someone to tell you it’s okay to feel uncomfortable with sales, here it is: it’s completely normal.
The best salespeople in small business aren’t the ones who love selling. They’re the ones who do it anyway, despite finding it uncomfortable, because they know their business depends on it.
You don’t have to be good at it. You just have to do it consistently.
Start Small, Start Today
Pick one person you’ve been meaning to contact. Just one. Call them or send them an email right now.
Not tomorrow. Not Monday. Now.
That’s all selling is: one conversation at a time.