How to Sell Without Selling (And Actually Enjoy It)
One of the most common concerns I hear from coaches and course creators:
"I hate selling."
They love helping people.
But hate the 'icky' feeling that comes with trying to sell.
I completely understand.
I've been there myself.
I used to dread even talking about what I was doing, let alone trying to sell anything.
But everything changed when I discovered how to sell without selling.
Now, every time I come off a 'sales call' (though I don't even call it that anymore), I feel energised and excited.
Whether or not the person decides to buy.
(And they often do!)
This shift in mindset and approach has been a game-changer for me.
And it can be for you too.
Here's how to reframe the sales process so it feels natural, authentic, and even enjoyable.
1. Change Your Mindset
First, a quick note:
Unless what you're offering is over £400 ($400), you probably shouldn't be doing "sales calls" anyway.
It's just not cost effective.
You should be using other methods in your sales process.
But let's assume you do need to get on the phone or Zoom to connect with a potential client.
The first step is to change the script in your head.
Instead of thinking of it as a "sales call," start thinking of it as a "discovery call."
Our problem with sales is we think it's about trying to persuade someone to buy something.
It isn't.
Or at least it shouldn't be and doesn't have to be.
The goal is NOT to persuade someone to buy something they might not need.
The goal is to discover if there's a good fit between what you offer and what they need.
Does what you do help them solve a problem that they have?
If yes, then great!
If no - then, for both of your sakes, you need to walk away!
You're not selling. You're discovering.
This mindset shift takes the pressure off both you and the potential client.
2. Listen Before You Speak
So how do we go about this?
After an initial greeting, begin your conversation with two simple questions:
"Thanks for asking for some time to chat about [insert the reason they asked for the call]. How can I help?"
Listen to what they say.
Then follow up with: "Where are you stuck?"
These questions open up a dialogue where you can truly listen and understand the challenges they're facing.
The more you listen, the more you can help.
And the less you feel like you're selling.
3. Help Them for Free
During the call, offer real help.
Coach them for free as best as you can in the short time you have together.
Focus on getting them unstuck from something specific that's been holding them back.
But be careful not to overwhelm them with too much information at once.
No one likes to drink from a fire hose!
4. Share Your Process
Once you've helped them, share the process you take your clients through.
Don't be afraid to give away bits of your process for free.
This not only provides more value but also illustrates what you do and how you can help them.
It's crucial to have a clear, defined process that you can articulate.
And clear defined goals that you help your clients achieve.
Without a clear process, it's no wonder selling feels hard!
Haven't got a process?
Then step one is to build one.
Take what you do for your clients and first work out where you take them from and to.
What pain or problem do you help them solve?
Where will they be once they've worked with you?
Then work out the steps that you usually take to get them there.
This is your process.
Without a clear process, making an offer to someone is really hard!
5. Make the Offer (If It's a Good Fit)
If you genuinely believe that what you offer is a good fit for their needs, make the offer.
But only if it's a good fit.
I've told people before, "I don't think I can help you."
One of those people has become a friend who I now collaborate with for free.
Be super honest about areas where you can and can't help them.
I told one potential client: "I've never worked in your industry before but I'm pretty sure the principles I teach will apply - I'm willing to give it a go if you are."
They became a client.
I've always found that honesty sells because sales is based on trust.
And people trust honest people.
When you do make an offer, make it clear if there's a good reason for them to buy now.
Such as a time limit on the price.
But don't push it too hard.
They're not stupid—they'll know if it's right for them.
The Bottom Line
These are the five key principles to sell without selling:
- Change your mindset (discovery, not sales)
- Listen before you speak
- Help them for free
- Share your process
- Make the offer (if it's a good fit)
Want to learn more about how you could take your expertise and turn it into scalable income that frees your time and changes people's lives?
Join my free Raw Course Launch Lab Community to dip your toe in the water and learn what it's all about.
Standing with you,
Simon
The Raw Leader
