Let’s be honest. Most business owners don’t start their business because they love sales.
They start because they’re brilliant at what they do. They’ve got expertise, skills and a drive to make something of their own.
But then reality kicks in: running a business means you also need clients. And getting clients means sales.
Here’s where many business owners trip up... because they don’t love sales, they avoid it.
They convince themselves that if they do good work, clients will just find them. Or they rely on referrals and hope that will be enough.
But avoiding sales comes with a hidden cost: it limits your growth more than anything else.
Not because you aren’t talented, not because your service isn’t valuable, but because opportunities slip away when you don’t create a clear, consistent way to bring in clients.
I’ve seen entrepreneurs work harder and harder, pouring themselves into delivery, networking, or content, but still feel stuck. Not because they aren’t working, but because they’re avoiding the part that actually moves their business forward.
The thing is that you don’t need to love sales. You don’t even need to feel like you’re “good” at it right now. What you do need is a way to approach sales that feels natural enough that you’ll actually do it consistently.
That’s the turning point.
When you stop avoiding sales, you stop leaving growth to chance.
You stop losing the opportunities that were already within reach.
And you start building momentum you can rely on.
If sales has been the part you’d rather dodge, ask yourself: what’s that avoidance really costing you?
Because chances are, it’s not just clients. It’s also confidence, stability and the growth you know you’re capable of.
The shift begins when you create your own framework for sales, something you can lean on, instead of winging it each time. That could look like:
- Defining the exact steps you take from first contact to signed client, so it stops feeling random and follows your client's decision making.
- Mapping out how you want conversations to flow, so you feel prepared without sounding scripted.
- Deciding where and how you’ll consistently show up, so you’re not guessing each week.
You don’t need to copy someone else’s process. You just need a structure that fits you, so sales stops being something to avoid and starts being something you can trust.
Your turn: Where do you catch yourself avoiding sales and what would change if you stopped?