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Stop Saying I HATE SALES

Stop Saying I HATE SALES

The health of your business depends on it!

Contributed by Idea Collective Member:

Picture of Susan Trumpler

Susan Trumpler

Author, Podcaster & Business Coach

The other day I was spending time meeting new people in an online networking group. We were all connected on Zoom and each of us had a minute or so to talk about what we do, who we serve, and what makes us unique. There were about 12 people in the virtual room. I’m sure you’ve had this same experience, it’s something like being a talking head in the Brady Bunch squares.

I settled in with a cup of tea and began to listen to each person introduce themselves. When it was my turn, I opened up my introduction with a heartfelt statement that I say quite often to describe exactly what I do and why I do it.

It goes something like this:

My name is Susan Trumpler, founder of Unstoppable Women in Business and I have been put on this earth to stomp out the phrase, “I hate sales” from every woman business owner’s lexicon. If you are a small business owner it is essential that you make friends with sales. Without sales your business doesn’t make money and without money you don’t actually have a business. So it isn’t a question of whether or not you like sales, the question is HOW will you make sales your new BFF!

Each time that I use that introduction in a networking event, I see people smiling, heads nodding and even random comments about how they can totally relate with the mission that I’m on.

Where does your sales mindset come from?

When it comes down to it, NO ONE WANTS TO BE SOLD.

And that, my friend, is the underpinning that drives universal fear and distaste for having to BE SOMEONE WHO SELLS!

So, let’s track this back to where your sales mindset may have gotten formed.

Sometimes your perspective on sales comes from the environment you grew up in. My husband’s father was in sales his whole life. He was a kind, gentle man who was respectful and professional in how he approached his work. He was very successful in his career and had a loyal customer base who knew they could rely on him to take care of them.

No surprise that several of his children, after living with this sales role model, went on to become sellers themselves.

On the other hand, there are some of you whose parents were vocal about their disdain for sales and passed their perspective on to you. When you hear a message over and over, it begins to create a groove or pathway in your brain. The pathway being formed in your mind will become a subconscious belief you hold on to tightly. This will form the filter you have about the people who sell . . . including you!

Another source that adds to our sales mindset comes from buying experiences we ourselves have had.

What was the first time that you felt someone was pushing something at you before you were ready to buy it?

Why don’t we take a trip back to a sales experience that can generally be classified as not very pleasant? We can use the classic experience we have all been through – buying a car!

Have you ever sat in a little cubicle on the showroom floor, full of trepidation because you have fallen in love with a hot little ride, and the salesperson is back in his manager’s office negotiating on your behalf. What a joke! They are more likely yucking it up and wasting time so that you get more and more committed to taking any offer they may make.

Of course you find sales distasteful. Of course you feel like someone who sells has to be pushy and sleazy. Once you’ve had enough of these types of sales transactions can naturally lead you to say to yourself, “I never want to be THAT person, no sales for me”.

But it doesn’t have to be that way! Let’s take a look at some tips to help you make peace with sales.

Three Tips to Make Sales Your New BFF

The best antidote to feeling awkward and uncomfortable about selling your product or program to someone is to have an UNWAVERING PASSION for what it is you are selling.

The more you have a deep seated belief that what you offer is a PERFECT FIT for the person you are offering it to, the more likely you will be able to invite someone into purchasing it without any mind drama. The passion will make your conversation authentic and natural.

TIP #1: Do not sell anything to anyone unless you know that they are a perfect fit for what you are offering.

Do the work necessary to understand your buyer’s specific needs and then connect the dots on how what they are purchasing will solve a problem that they know they want to solve.

The next tip that will have you looking at sales in a completely different way is to think in terms of having a “value bank” that you continuously add to. In essence, you earn the right to sell after you have added countless value to the ideal clients that are midway through their buying journey with you. They have become aware of who you are and what you offer, and you find ways to get in front of them to offer FREE VALUE, demonstrating what it would be like to purchase your offer.

Every deposit you make into the value bank of your business, will correlate to people willing to deposit dollars into your bank account.

Tip #2: Become a thought leader in your industry.

Give generously in ways that help people understand your unique perspective on how to solve problems they are desperate to be relieved of. Sales will come naturally once you win the hearts and minds of your ideal clients. Value exchanges are the key!

The final tip I’d like to explore with you is in some ways the one you have the most CONTROL OVER, yet can be the most difficult to overcome.

Your best chance to become completely confident and comfortable selling your products or program starts with an intentional reset of your sales mindset.

Here’s what I mean by that.

As I mentioned earlier, your sales mindset didn’t develop overnight. Whether it was your environment or your experiences, it took quite a while for you to form your perspective on sales. This won’t change overnight either.

Resetting a mindset that has taken up space in your mind for a long time takes intentional effort and practice. It is worth the effort! Your very business is at stake if you are not able to shift this mindset.

TIP #3: Never let a thought you have about sales move through your mind without being questioned.

When noticing a negative thought about moving forward with a sales activity, ask yourself if that thought is going to help you reach your goals, or will it hold you back. Know that you have a CHOICE on how you think about sales. Choose to question the lies your primitive brain is feeding you and find another way to think, feel and act.

Final Word

If you need any help with making sales YOUR BFF, know that I’m here to support you! Don’t be a stranger, reach out and connect with me!

If you want small business help, come to the Idea Collective and we’ll help you figure it out!

Susan Trumpler

Contributed by

Susan Trumpler

Author, Podcaster & Business Coach

Susan is an author, podcaster, business coach and master at helping women entrepreneurs find their real voice so that they can find their best clients . Her mission is to never hear another woman say they feel “salesy” or “pushy” when they are talking about their business. Getting to Yes Faster ( is her free Masterclass that teaches small business owners how to do just that!