Never Hate Sales Again..... #140

Adrian Dionisio - business737 owner
Jun 20
4 min read

Why so many entrepreneurs avoid sales—and how reframing it can lead to significant business growth

Why So Many Solopreneurs Fear Sales

Ask any entrepreneur, solopreneur, or founder what part of running their business feels the hardest, and you’ll hear this confession again and again:

“I hate selling.”

As a business consultant, I’ve coached hundreds of small business owners and independent professionals over the years. And I’ve seen that fear of selling is one of the biggest bottlenecks to business growth.

But here’s what I tell every client:

“It’s not that you hate sales—you hate what you think sales is.”

The real issue lies in how we’ve been taught (or mis-taught) to view selling. Most people associate sales with manipulation, pressure, or self-serving tactics. But the truth is, sales done well is service.

When you shift your perspective—when you start seeing sales as something you do for people, not to them—you unlock a game-changing business strategy that creates trust, value, and long-term revenue.

Sales: From Weakness to Strength

Before you were a business owner, before you were a professional—you were a child. And that child knew how to sell:

🍼 A baby cries for attention.
🍪 A child negotiates for cookies.
🎮 A teen argues for a new phone or console.

These aren’t shady tactics. They’re natural expressions of desire, emotion, and persuasion.

So what happened? Why do so many solopreneurs suddenly freeze when it’s time to ask for the sale?

Simple: they were taught to associate sales with something negative.

They remember the sleazy car salesman, the pushy DMs, the pressure-filled webinars. And so they tell themselves:

“I could never do that to someone.”

But here’s what's up: You don’t have to.

Sales vs. Convincing – The Mindset Shift

Let’s break down the difference:

Convincing	Selling (a.k.a. Persuasion)
"Please buy so I can hit my target"	"This will help you get what you want"
Focus on pressure	Focus on alignment
About your needs	About their goals

A good business consultant will always encourage their clients to move away from convincing and toward true connection. Your goal isn’t to manipulate someone into something they don’t want.

Your role, as a smart founder or solopreneur, is to help your ideal client make a decision they already want to make—just faster and with more confidence.

Sales That Serve

One of the most overlooked but powerful tools in your business strategy is this: discovery.

Most struggling entrepreneurs skip this step. They pitch too soon, talk too much, and list features no one asked for.

What they should be doing is asking better questions.

What do you want?
What’s not working?
What are your goals for the next 6–12 months?
What’s the cost of doing nothing?

When you ask the right questions, your client tells you exactly how to sell to them.

This is how real business growth happens—through relevance, not repetition.

Case Study # 1 – Freelance Designer (Solopreneur)

Problem: She hated “sales calls.” She rushed to her pricing, hoping the prospect would bite. But 80% ghosted.

Solution: As her business consultant, I helped her rebuild her discovery process. Instead of starting with her portfolio or rates, we began with:

“What are your brand goals this year?”“What’s not working in your current visuals?”“How would you define a successful redesign?”

Result: Her close rate went from 20% to 65% in a few months. She doubled recurring revenue—all without changing her service.

When you let your client guide the conversation, the sales process becomes effortless—and even enjoyable.

Case Study # 2 – Online Fitness Coach (Founder)

Problem: He was a passionate entrepreneur, but his sales communications flopped. They focused on product features—workouts, macros, weekly calls.

Solution: We reframed everything using client transformations. We positioned his offer around their problems and real outcomes:

“Emma shaved 2 minutes off her 5K using this exact protocol.”“Dan finally stuck with a plan—after 15 years of yo-yo dieting.”

Result: His offer price went up. Conversions increased by 40%.

This kind of strategic communications are far more effective than pushing generic packages.

Six Powerful Shifts

Whether you're a solopreneur, entrepreneur, or founder, these shifts will change your relationship with sales forever:

Reframe the word “sales” as “serving at the highest level.”
Ask before you talk—discovery builds trust and makes closing easier.
Mirror your client’s language—sell using their words, not yours.
Tie every offer to a real outcome—no more feature lists without benefits.
Have integrity—never sell what you wouldn’t buy yourself.
Practice consistently—the more reps you get, the more confident you become.

These steps aren’t just theory—they’re a proven business strategy for any coach, consultant, or service-based founder ready to grow.

Why Selling is a Obligation

If you have something good—something that helps people—you have a obligation to sell it.This comes from both the business world and timeless wisdom.

If your service, offer, or program helps people solve real problems, the worst thing you can do is hide it.

Let this belief guide your business strategy:Sell more—not to enrich yourself, but to enrich others.

Final Words of Small Business Advice

You started your business to help people, right? So stop hiding. Start leading.

Sales isn’t the thing that slows down your business growth—it’s the thing that unlocks it.

When you sell with integrity, clarity, and empathy, you:

Build long-term client relationships
Get paid for your real value
Grow a sustainable business you’re proud of

Ready to Build a Business That Feels Good and Grows Fast?

At Business 737, we help solopreneurs, entrepreneurs, and founders design a business strategy that’s simple, ethical, and effective.

From mastering your message to building repeatable sales systems, our goal is to give you the tools to unlock rapid business growth—without burnout.

Want to love your sales process—and never fear a discovery call again?Let’s work together to turn your strengths into income.

🔗 Schedule your free clarity call with Business 737 today.