As business owners, life requires us to have relatively high standards.

We need to continue to produce results, we need to remain committed and determined in the toughest of economic and professional conditions and we need to consistently innovate at times when it would be so much easier to rest on the outcomes of our already-hard-earned achievements.

We need to put our needs before the needs of others on such a continual basis that many watching from the sidelines would think we’re crazy.

And when it comes to ‘making it all about others’ as a business owner, quite often that means needing to do it all with a smile – despite the challenges and anxieties that may be going on underneath the surface the whole time.

But the thinking trap that so many business owners can fall into is the idea that they need to take that smile make it help them appear to be ‘invincible’ for their market.

They feel as though that in order to have their business grow, they need to act as if they are a near-perfect human being.

They feel as though they need to convince the people around them that the inevitable ups and downs of business don’t apply in their world.

Which simply isn’t the case, and can be a highly detrimental mindset to take into any sales conversation to come: life comes with its challenges built in and even the greatest of business owners and entrepreneurs experience this on a daily basis.

And this can become especially true in business-to-business selling – which is why it’s especially important to understand the power of being real in business-to-business dealings. Not just because it’s the right thing to do, but because it comes with a far higher rate of closed sales due to the respect and admiration it demands.

Because if you’re selling business-to-business services – and you are the business owner yourself – please understand now that your buyer would much rather you be real with them in discussing the challenges of business that you can help them solve, as opposed to being invincible and over-promising on a result you can’t guarantee will be delivered.

Your buyer doesn’t need you to be perfect, your buyer needs you to tell them how it is, if that’s what is required. The quality of their decision making depends on it.

Your buyer needs to you to appreciate that life isn’t all fine and dandy, life throws challenges and obstacles at us that we could never have seen coming. Their ability to be resilient through the difficult times depends on it.

Your buyer doesn’t necessarily need you to be the best, they need you to show that you care about them and the process their business needs to go through. The true support they are able to feel when they need it most depends on it.

Now, there is a lot of truth to the fact that a smile will go a long way in making sales – and we’re also not here as business owners to just dump all of our problems onto our prospective buyers in an attempt to ‘be real’.

But it is a smile that becomes far more genuine and earned when you’re also up for telling your prospective buyer how things really are – often at times when a smile is the last thing that will be on anyone’s face.

Because when times are tough, its time to have the tough conversations.

And when it’s time to smile, it’s time to smile from ear-to-ear because its likely you’ll have deserved it.

Swap invincibility for reality, and your sales numbers can only grow in the business-to-business space.

Darcy J Smyth is the lead trainer of the Tonal Persuasion Method for Sales – a methodology designed to ensure you are closing sales in your business without the dreaded ‘Hard Sell’ that turns so many buyers away in the modern business landscape. Download your TPM Beginner’s Guide below:

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