Starting out a new business venture can be an exhilarating time, particularly if it’s your first venture. The future holds hopes and dreams of how far we could go, how much we could achieve and how many lives we could impact. It holds for us an infinite potential of what our business could truly come to mean for both us and those around us as we take those first steps into a strange form of determined uncertainty.

It is however, a time at which we are as full of potential as we are vulnerable to making critical choices that can significantly determine the future success of our business.

And it is at this stage that so many new business owners make a fatal mistake in the context or frame through they see their business.

They make a mistake that sees the service they provide as the highest of quality, with no ability to deliver it to those that matter most. They make a mistake that leaves them frustrated at the fact that although what they offer is better than their competitor, their competitor still walks away with all the business success. They make a mistake that if turned around early, could have meant the difference between an uphill battle resulting in failure, and rapid growth that leaves those watching from the outside in shock (for all the right reasons).

So what is this mistake? And how can you as a business owner ensure you don’t fall into its ever-luring trap?

The mistake is made more often than not, but those that recognise its consequences are rather swiftly and congruently turned to doing things in a different way.

The mistake is that they see their role as business owner through the lens of ‘what they do’ first, as opposed to seeing it through the lens of ‘what they sell’ first.

They believe that simply because they are good at what they do, that it will be enough to ensure their business continues to grow – this is not the case, and to believe anything else is business suicide.

There is no way to sugar-coat this message and nor should there be, because its ramifications for misunderstanding are far too devastating to say it any other way:

No matter how good you are at what you do in business, no one will know you exist if you are unable to sell yourself.

No matter what you do, no matter how often you do it, and no matter how many people you serve, you are always in sales first, and in what you do second.

If you are a coach or consultant, you must understand you are in sales first and a coach second.

If you are a chiropractor, you must understand you are in sales first and a chiropractor second.

If you run a paper route, you must understand you are in sales first and a paper delivery master second.

And once you have mastered how to sell yourself as a business owner, you can be as incredible at delivering your service as you like.

Not because that’s going to bring even more sales in the door, but because you’ll know your most important role as a business owner has been taken care of and money will continue to come in the door.

Because you now know how to sell.

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.

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