As a business owner, the world requires us to get pretty real about what we’re here to do. ‘The market’ doesn’t overly care for our excuses, our blaming or our justifications for not delivering value – they just act accordingly by spending their money somewhere (and with someone) else.

So when it comes to selling our services, the more real we can get about what we’re actually here to do as business owners, the better.

But many aren’t willing to face the core truths that the successful tapped into – and have been leveraging – since long ago.

They’d rather keep their focus on what keeps them comfortable – which is totally fine, we’ve all been there – just so long as they realise that the business world isn’t waiting for them to catch up whilst they remain there.

And when it comes to selling, there are three core truths that must be appreciated and respected for what they are: the truth!

These truths are what we are left with when we strip away all the glitz and glamour of business, and draw back the curtain to reveal what business truly means by definition.

Uncomfortable Truth 1: Businesses exist to do one thing and one thing only: make money.

Business do incredible things, and the owners that create them are often equally incredible people. They are the catalyst for innovation, for moving their community and economy forward and for having an impact on the world that many could only ever dream of

But none of that means anything unless the business is making money. Without money, none of the above can be possible. That’s just the plain truth and the sooner we understand that truth for what it is, the sooner we can get on with growing the business with volition. 

Does this mean we have to be all about the money when it comes to business? Absolutely not. Only that we need to appreciate its critical use as the fuel that helps to move our business forward.

Uncomfortable Truth 2: Businesses make money by doing one thing and one thing only: selling.

It’s extremely difficult to move money from one location to another without some form of influence, persuasion or selling occurring. Any time a business has made money, it’s been because they have sold an idea, a concept, a product or a service to someone who needed it and received a profit accordingly. Without the ability to sell, the business cannot make money and will not survive any further than the backup savings it has access to.

Uncomfortable Truth 3: Sales are made by doing one thing and one thing only: solving problems.

On some level – whether the buyer is aware of it or not – they are making a purchasing decision because it is solving a problem for them right now. Many people are deterred by this truth because they don’t like to actually face the problems that make them uncomfortable. The most successful business owners seek out these problems and sell products and services that solve them!

Most business owners will feel some level of deterrence from at least one of these truths, but upon facing them and appreciating them for what they are, they often find the possibilities on the other side of the truth ironically liberating.

Which of these truths – if any – ultimately stood out as ‘uncomfortable’ for you? And which – if any – are you more than comfortable to face and utilise?

The key, of course, is self-awareness first, followed by education and experience second to turn the uncomfortable into comfortable… and then the comfortable into leverage-able.

Darcy J Smyth is the lead trainer and creator of the Tonal Persuasion Method for Sales, the methodology designed to ensure you are closing sales without the dreaded ‘Hard Sell’ that can turn so many buyers away in the modern business landscape.

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