Until You Own It

Can you sell something that you don’t own or don’t have the legal right to?

No, of course not.

Yet, I see entrepreneurs try to do it every day.

Entrepreneurs sell themselves.  They sell their vision, their skills, and their products.

So what’s the problem?  Of course they have the right to sell themselves in this way.

The question is, do they own it?

Do they fully believe in what their product or service does?  Do they really believe in themselves?  Do they really own the power of what they are selling?

Until you own it, nobody can buy it.

A client of mine shared her marketing message with me.  It wasn’t clear, exciting or compelling.  We worked to strengthen it based on the results her clients were experiencing, through working with her, along with the knowledge and experience she brings to the table.

We came up with a new message.  It was clear and direct; it conveyed exactly what she did and what someone working with her could expect.

Then she said, “Wow, I don’t know if I can say that.”

No wonder her business wasn’t doing well.  No wonder her sales conversations weren’t converting prospects to clients; she didn’t own her own message.  If she didn’t believe in herself, nobody else would.

Until YOU own it, nobody can buy it.

This shows up in the lives of entrepreneurs in one of two ways.

They either water down their message so much that they do believe it (like my client did) or they use the stronger message, that they don’t believe.  In either case the result is the same.  No sale.

So what can you do to change this?  Try this simple 30-minute exercise to help you own yourself.

Step 1:  Take 10 minutes to figure out exactly what your clients get by working with you or using your products.  Dig deep.  For instance, your clients may make money or lose weight but it goes beyond that.  They make money so that they can take their family on vacation.  Or they lose weight so they gain confidence and get a promotion at work.

Step 2:  Take 10 minutes to create a list of all the reasons you are qualified to help your ideal client right now, BEFORE you get your next degree or five more clients.  Include all of your experience.  For example, I bring in my background on Wall Street, my experience as a coach, my life and a mother, a wife and friend, my love of baking and the outdoors to every conversation I have.

Step 3:  Take 5 minutes to review what you have written.  Read it aloud.  Print it out.

Step 4:  Use the final 5 minutes to share it with someone and have him read it to you.  Take it in.  This is what you have to offer.  This is why someone needs to work with you.

Own it, then sell it!

Do you own what you’re selling?  If not, what do you need to do to take ownership of it?  Go ahead and share your thoughts on this in the comments section below.