Rethinking Sales as a Business Owner

When people hear the word “sales,” they often picture something slick and rehearsed. There's a polished pitch, a flashy close, and someone who knows how to talk anyone into anything. That image feels distant from the reality of most business owners, especially in the early stages. You’re not walking into rooms with a pitch deck and a blazer. You’re replying to emails at night and hopping on Zoom calls between tasks to explain to someone curious what it is that you do.

If that doesn’t feel like selling, that’s the point. At its core, sales is just connecting with the right people and helping them understand how you can solve a problem they care about. It doesn’t require a loud personality or a perfect script. Selling is already part of what you do, you just might not have seen it that way yet.

Sales Starts With Reaching the Right People

Everyone is not your customer. And that’s one of the most freeing realizations you can have as a business owner. The more you try to be for everyone, the more your message gets watered down, and the harder it becomes to connect with the people who actually need what you offer. The clearer you are about who you're for, the easier it becomes to attract the right people. Start by narrowing your focus. Who actually needs what you offer right now? Who do you want to work with?

When you're clear on who you're trying to reach, you can tailor your conversations to what matters most to them. Instead of trying to explain everything you do, you can speak directly to the challenges they’re facing and the outcomes they care about. That kind of relevance builds trust faster than any polished pitch.

A Sales Process That Grows With You

You don’t need a complicated CRM or a perfectly mapped-out funnel to start selling. In the early days, trying to build a perfect sales process often becomes a distraction. What matters most is having a simple way to keep track of your outreach, your follow-ups, and your conversations. That could be a simple spreadsheet or notes on your calendar. The important thing is that whatever you use, helps you stay consistent.

Then, as your business grows, your sales process will need to grow too. You’ll start to notice patterns like what kinds of outreach lead to real interest, which follow-up strategies actually convert, where things tend to stall. That’s your cue to adjust. The goal is to build a process that’s simple enough to use every day, but flexible enough to evolve as you do.

Here’s what that can look like depending on what you offer.

If You’re Selling Services

When you sell a service, you’re offering more than your time, you’re offering a result people can trust. That means your sales process should help people understand what working with you looks like and why it’s worth it.

• Define the outcome. Make it clear what changes when someone works with you.

• Use a simple intake process. A short form or intro call helps qualify leads early.

• Follow up with intention. Have a few planned check-ins to stay top of mind.

• Show social proof. Use testimonials or stories that focus on outcomes.

• Remove the guesswork. Make the next step clear (book a call, submit form, apply)

Adjust as you grow

If leads are slipping through the cracks, you're answering the same questions on every call, or proposals keep stalling, it's time to upgrade your system. Start by tracking where leads drop off, then tighten the steps that slow things down or confuse potential clients.

If You’re Selling Products

Selling a product means helping someone understand why this solves their problem better than the rest. People need to trust that what you’re offering is worth their money and will show up when expected. Your sales process should make that decision easy.

• Simple, clear messaging. Highlight key benefits, not just features.

• Easy purchase process. Use a checkout system that’s mobile-friendly and intuitive.

• Follow up triggers. Emails or texts for abandoned carts, restocks, or order updates.

• Use customer proof. Share photos, reviews, or user stories to build trust.

• Create a sense of urgency. Limited runs or restocks can help drive decisions.

Adjust as you grow

If carts are abandoned, people ask the same questions before buying, or rfeedback reveals friction in the process, it’s time to refine your system. Map out each step from interest to purchase and look for spots that confuse or slow people down.

If You’re Selling Experiences

When someone books an experience—whether it’s an event, workshop, retreat, or class—they’re investing in how it will make them feel. Your sales process should help them picture the experience and feel confident that it’s worth showing up for.

• Show the value. Focus on the outcome or feeling, not just the agenda.

• Use real stories. Use past attendee stories on why it mattered to them.

• Keep sign-up simple. Make registration quick and mobile-friendly.

• Share clear details. Answer common questions up front

• Keep follow-ups human. Your follow-up should build connection, not just logistics.

Adjust as you grow

If people are clicking but not booking, dropping off after signing up, or asking the same questions every time, something’s unclear. Walk through the process yourself and make each step easier and more inviting.

If You’re Selling to Partners or Businesses

When your customer is another business or organization, the sale usually takes longer. But the process is still built on trust and alignment. You’re not just selling a product or service, you’re offering a solution that supports their goals. Help them see what you bring to the table and why it’s worth their time.

• Start with shared goals. Show how your offer supports what they already care about.

• Get specific on outcomes. Make the value obvious. What improves or gets easier?

• Tailor your outreach. Skip the generic emails. Show you’ve done your homework.

• Share proof. Use simple stats, case studies, or research that backs up your results.

• Make next steps simple. Suggest a clear path forward (intro call, proposal, etc.)

Adjust as you grow

If your follow-ups are going unanswered or meetings feel aimless, the issue may be a lack of structure. Map out your process step by step, then make sure every touchpoint answers a question, removes a barrier, or moves the decision forward.

Sales is an Ongoing Conversation

Selling isn’t a one-off transaction. Every message, call, and follow-up is a chance to understand your customer better and show them what’s possible. When you treat sales as a conversation instead of a performance, you take the pressure off and make space for real connection. Build a system that helps you stay organized and when the moment comes, don’t hesitate to make the ask.