Sales Coach Liz Wendling Helps Reduce Fear of Selling To Help Women Owned Businesses Succeed

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Women in business need to improve their sales approaches in order to increase the average sales coming from Women-Owned Businesses in the 21st century. The fear of acting like the stereotypical salesperson can lead to fewer opportunities.

These women have overcome startups with passion and hard work but they struggle to overcome their fear of rejection in selling. - Liz Wendling

There are 7.8 million firms owned by women, with sales of $1.2 trillion, accounting for almost 30 percent of all non-farm, privately-held U.S. firms. They employ nearly eight million workers, according to the study “Women-Owned Businesses in the 21st Century” by the U.S. Dept of Commerce.

The average sales for women-owned businesses, however, are only 25 percent of the average sales for men-owned business, the report summarized.

“My discussions with hundreds of women throughout the U.S. starts with comments such as ‘I hate sales,’ or ‘I’m not good at selling.’ They don’t realize they, as women, are born to sell if they would just resist the sales pitch and start a sales conversation. That’s what they are good at,” according to Liz Wendling, owner of Sales Coach for Women, developer of sales coaching programs.

“Women business owners who have roles in selling should be communicating more from a teaching standpoint rather than from a hard sell standpoint, which may not come naturally. This eases the fears from both sides of the table and creates a more relaxed setting.

“Try just giving your potential business prospects some free valuable information about your service or product and let them discover why you are the best option. People will appreciate this approach. People like to buy but they hate to be sold,” Wendling smiled.

Wendling has found that in all cases, working at building relationships and trust between people is the first critical step. This is true whether it’s business to business (B2B), or business to consumer (B2C). “It may take several interactions before the doors are opened,” she said.

“I wrote an article entitled Five Reasons Women Make Great Salespeople in which I explain that most women love to socialize and they excel at building relationships. We are born teachers and this gift serves us will in our businesses,” Wendling said.

She added sales coaching programs help alleviate some of the fears of selling and build confidence. New skills can be taught and learned. These new skills are critical to the success of their business.

Sales Coach for Women provides quick performance “tune ups” or customized programs that will get salespeople, both men and women, refocused with updated tools and skills. Programs include a comprehensive assessment, targeted training activities, real-world applications and one-on-one coaching.

Liz Wendling

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