Overcome your fear of the 'S' word

By Jim Thompson / BrightTrail.biz

The most common fear business owners whisper to me is this:

"I want to sell my product or service. But I don’t want to be, you know…

[eyes dart left, then right]

"salesy."

They have such distaste for the word that they lower their voice and wrinkle their nose.

Sound familiar?

Well here’s the twist: nearly every business owner feels -- or has felt -- this way.

Consultants, creatives, chiropractors, cabinetmakers, caregivers, copywriters ... even seasoned pros who’ve been doing this for decades.

They all think it’s a personal quirk. But it’s not.

It’s a pattern we’ve learned over the years.

• Salesy means pushy.

• Salesy means selling people something they don’t want.

• Salesy means being fake.

• Salesy is trying to sell something you don’t believe in, to people who don’t need it, at the wrong time, with no regard for the outcome.

• Salesy is about doing what's right for you, not your client.

SPOILER ALERT: If you’re reading this newsletter, that’s not you.

So let’s reframe.

Authentic Selling Is Helping

The only “sales approach” I’ve found that works -- and feels good -- starts with one condition:

You have to 100% believe in the value of what you’re offering.

If you don’t, stop selling it.

Find something you do believe in. Authenticity starts with your own conviction. If you don’t have it, people will smell it immediately.

From there, stop thinking about pitches -- and start offering conversations around service.

You wouldn’t hesitate to direct someone to your tire shop if they had a flat. So why wouldn’t you make yourself available if you can help solve one of their other problems?

Start Like This:

• Lead with service. Explain clearly how you help and who you help.

• Be honest. Admit that “I’m not a great fit for everyone.”

• Get them started. But if they have this type of problem, here's the first step.

• Offer to guide them. If they want more help, you can do that too.

• Respect their timing. If the fit’s right but the timing’s wrong, leave an open invitation and a direct contact.

When you show up with that kind of clarity, it evolves from a pitch into a conversation with an invitation.

It Could Sound Something Like This:

I help [these kinds of people] solve [this kind of problem] by providing [this type of solution]. I do it because I’m passionate about [share why you’re in this business], and I’m confident I can help because most people have found it valuable in solving [your type of problem].

If it would be helpful, I’d be glad to show you how to get started for free.

And if you want to go further, I can assist with that too. I charge a very fair fee for this [product/service] so I can help as many people as possible -- my ultimate goal is helping folks like you solve [the problem you're facing].

If you need me now, or later, I’m glad to help. Here's my personal number.

This is what I do.

That’s not salesy. That’s human.

And research backs this up:

82% of buyers want sellers who solve their problem -- not push a product. (Salesforce, 2022)

Trust is the #1 factor in buying decisions. Not price. Not speed. (Edelman Trust Barometer, 2023)

No TV commercial car dealer voice required.

Just you, your value, and the offer of a path forward.

Remember, people are out there who genuinely need your expertise.

Try the script out, make it your own and see if you dont' feel decidedly less salesy.

Even hit reply and share your non-salesy conversation.

I read every one.

Written by Bright Trail founder Jim Thompson. Jim has grown digital audiences for some of America’s top media brands, including The Dallas Morning News, Fox Interactive, Billboard, The Hollywood Reporter, Modern Luxury, and Gary Vaynerchuk’s personal brand.

If you need a little professional help growing your customer base or building your personal media brand, reserve a 30‑minute chat with Jim -- it’s a free, no‑judgment experience.