When I ask, what prompted you to start your AV business? The answer I hear most often is, “I started this company because people wanted my expertise.”

They will quickly add, “I was never trained in business. I don’t think of myself as a salesperson.”

Designer, programmer, technician, visionary, or specialist – small business owners are typically everything other than a salesperson.

Yet, every business owner I have worked with is by far the best salesperson in their company.

That is why the list I am going to share with you matters. Even if you are not the owner – use this list to make better use of your boss to close deals, retain customers, and increase margins. There is no shame in scoring with an assist!

The Pandemic Reset

When I originally wrote this blog, it was back in normal times. Before the pandemic, owners employed teams of sales people so, they personally did not have to manage clients or projects. Otherwise, the owner would end up “holding hands” with every key client on every job. 

That’s no way to run a business.

Fast-forward to now, and this is exactly where we find ourselves again. Throughout 2020, I advised business owners on how best to restructure their business and personnel to survive the downturn. In many cases, sales staff was a luxury few businesses could afford. 

Once again, I want to encourage business owners to appreciate the fact that they are so integral to the process of converting and retaining clients. 

There is no better salesperson than the owner – especially in a crisis.

Many of the items on my list were written as if you had a sales team. I am leaving these in (and adding a few additional tips), but I am also explaining who to do this now, when your team is so much smaller.

Embrace the Title

Owners need to remember that they are The Owner. You are a peer with other owners. A nod from you is recognized throughout your organization, and your clients respect it too. A thoughtful pause speaks volumes.

Now: You own the sales process, but don’t be the only person who can move things forward. List other people as the ‘next step’ primary contact. Defer to them when the client goes around and gets you.

Be the Expert on One Thing

Just because you are the boss, you don’t need to be an expert on everything. Let others shine too. But, be the final word on something important in your products or services. Be the person who is called upon to render a decision, design a solution, or fix a problem.

Now: You need to be an expert on streaming events. Lack experience? Make up for it in study. All the other stuff that was important before is ancillary (and honestly, the field of experts was pretty crowded). Remember, you don’t have to know how something works if you can confidently say that it will work.

Let Others Close the Deal

You are most valuable when you are brought in to “close the deal.” Work your magic. Be the expert you are. Listen to your salesperson and nod knowingly. When the time is right, lean in to the client and say, “I think she’s right. You should take the deal.” Then turn to your salesperson and say, “You got this. Why don’t you all stop by my office when you are done?”

Now: You are still the best closer. Work the deal, massage the money. Manipulate the scope of work for the customer. You have this power. Just stay out of the admin work and all will be well. If you employ project managers, then make the handoff in front of the buyer. 

Leave Your Name Off the Quote

Your name doesn’t need to be on the order – it’s on the building. Stop being the salesperson. Hire someone else to “write the order” and support them. If they need you to fix a problem – do it and stop complaining. No one can fix problems like you can! Who else should they ask?

Now: When projects are few and far between, it is tempting to take a tactical role in the actual project. Resist. Use a project lead to run things. You need to work on the next sale or focus on fixing your sales pipeline. 

Keep Finding New Business

And give it to your sales team. Don’t berate them for not finding their own opportunities. Owners are the best business development tool there is. Take your title, expertise, and knowledge and spread it around. Introduce your contacts to your key employees. Then get out of the way.

Now: Nothing has changed. Salesmanship for owners is not about selling. It’s about letting the sale happen. Play the part of an owner effectively and selling will be as easy as it was when the company was only you.