Sales Is a Process. It Isn't a Personality.

"I'm just not a natural salesperson."

I've heard some version of that from so many smart, capable business owners over the years.

And every time, it makes me curious. These are often people who are incredibly good at what they do. They understand their clients, solve complicated problems, build strong relationships, and deliver real value.

But when it comes to selling, something changes. It's like it becomes a different event, and with that event comes stress around trying to make it something that maybe it was never meant to be.

They start thinking they need to be more outgoing. More persuasive. More comfortable putting themselves out there.

When I've dug in deeper, so many founders have shared with me that they felt like there was a sales secret they just didn't know. I've come to see it as thinking they have to follow somebody else's approach to sales, versus finding their own version of how they make sales an extension of their business versus a main event.

I see it differently.

Sales is a process. It isn't a personality founders have to put on at a specific moment in time and say, "I am now doing sales."

Three very different problems

When someone tells me they aren't good at selling, I don't automatically assume they need more confidence.

I want to understand what's actually happening.

Are they struggling to start conversations with prospective clients?

Are they having great conversations but not turning them into opportunities?

Are they sending proposals and then waiting, hoping the prospect gets back to them?

Those are three very different problems.

And none of them necessarily requires a personality transplant.

They require looking at the process, understanding where things are getting stuck, and figuring out what needs to change.

You don't have to become someone else to grow your business. But you may need to change how you approach selling.

Think about it: which of those three is where you get stuck?