Shift from Self-Centered to Client-Focused

Have you ever been nervous about having a sales conversation or making an offer?  I would say that most business owners have.

Over the years, I have come across quite a few business owners who struggle with a lot of anxiety and fear around promoting their services and making sales calls.  When we look at the underlying cause of all the fear and anxiety related to sales, it usually stems from a self-centered approach,Target concept, people be selected. rather than a client-focused one.  Fear and anxiety simply do not affect you when you are fully focused on your potential client and how you might be able to help them.

When you approach sales from a self-centered point-of-view you are thinking about yourself rather than your potential client and, as a result, you are more likely to:

  1. Be nervous and get caught up worrying about what the other person thinks of you
  2. Focus on what you are going to say next, instead of listening to your potential client and addressing their  specific needs
  3. Rush the sales process and prematurely make an offer out of fear of losing the sale
  4. Forgo making an offer because you fear rejection or don’t want to seem pushy
  5. Desperately try to sell your services because you need the money, not because your client needs your services
  6. Discount your fees because you don’t think your potential client will pay the full investment
  7. Get thrown off by objections, view objections as personal rejection, or even get defensive when you hear objections.

None of these behaviors will help you increase your sales.  In fact, they will dramatically hurt your sales.  Ironically, these are the very behaviors that most service-based women entrepreneurs want to avoid, but they subconsciously slip into these behaviors when their self-centered thoughts allow fear and anxiety to creep in.

Business owners who adopt a client-focused approach, not only have less fear and anxiety, but they also close more sales.

Energy is contagious. when you are coming from a self-centered place, your potential client picks up on it and it triggers their own fear and anxiety and puts them in a defensive self-centered mindset, rather than fostering a trusting and collaborative relationship.

So here are 5 key principles to achieve a BrightFire mindset and shift from a self-centered approach to a client-focused approach.

  1. Selling equals serving.  The verb, “sell,” is derived from the Old English word, “sellan,” which means “to give.”  Selling isn’t just about taking something away from prospects.  It’s about giving value through your service.  The selling process itself, gets your clients one step closer to the outcome they desire. From the moment you first make contact with a potential client, you are always in a state of service.
  2. Listen to your clients and address their needs first. Focus on figuring out exactly what your client needs before attempting to close the sale.  A sales conversation is nothing more than an opportunity to figure out what your client’s needs are and determine if your service can meet those needs.  There is no pressure.  Either it is a good fit, or it is not. You don’t have to serve everyone, just the people you are meant to serve.
  3. Don’t take objections personally.  Objections are just concerns that your potential clients may have.  Acknowledge them and address them as such. The best way to serve your potential client (and increase your chances of getting the sale) is to openly discuss their concerns. Don’t stress yourself out about “overcoming objections.”  Instead, simply come from a place of service and address their concerns.
  4. Sales isn’t just about the numbers.  I often talk about setting income goals, getting leads, knowing your conversion rates and closing ratios, tracking your income, etc. because knowing your numbers is important to running a business, but it isn’t the only thing.  Your potential clients are more than just numbers, they are real human beings.  Your sales numbers really represent how effectively you are serving the people you are meant serve and your ability to impact the lives of those around you.
  5. Stay grounded in your purpose and your mission.  One of the best ways to stay client-focused and serve more people is to continually remind yourself of why you are in business.  It isn’t just to make money.  If you were only out to make money, you could easily just go get any job.  Mission-centered, Passion-driven, service-based women entrepreneurs all have a strong desire to change lives, make great money, and leave their mark on the world. Before every sales call that you make, or every presentation that you give, remind yourself of your purpose and your mission.

If you really want to serve more people, increase your sales, and create a thriving business that makes a difference in your clients’ lives, you must adopt a client-focused approach to selling.  I would love to hear your thoughts, so please leave your comments below.

Do you need help getting more sales and serving more people? Click here to sign up for your Complimentary Profits and Impact Session

About Tiffany deSilva

Tiffany deSilva is the founder, CEO, and visionary leader of BrightFire Women’s Business Network, LLC.

BrightFire Women’s Business Network is the premiere sales training and coaching resource for service-based women entrepreneurs who want to increase their sales, serve more people, and change more lives.

Feedback & Comments:

  1. Tiffany putting the client first is essential in *anything.* Thanks for the excellent tips.

  2. Love this list. And yes, it’s hard to grasp sometimes but selling IS giving.

  3. Very interesting about the verb, ”sell,” being derived from the Old English word, “sellan,” which means “to give” – I love it!

  4. Great, Great article Tiffany. I agree 100%! Your tips should really help people who struggle with selling reframe their thinking

  5. Yes these are such important tips or rules to follow!
    Everyone should read this list at list once a week!

  6. Heidi Alexandra Pollard says:

    Excellent tips and sage advice – what I loved most was “Your potential clients are more than just numbers, they are real human beings.” I couldn’t agree with this more – all business is 100% about relationships.

  7. A lot of the list on being self-centered is having too much attachment in the outcome instead of it being in service to your passion.

  8. Great tips on reframing the experience for both sides. Thanks!!

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