Small businesses with fewer than 500 employers represent more than 99 percent of the nation’s 26.8 million businesses, according to the U.S. Small Business Administration.

The success of a small business rests on the owner’s ability to sell. Business owners have to wear lots of different hats, but sales is the biggest for an entrepreneur. Without the sales hat, the others are useless.

And, when I say sales I’m not just talking, "Hey, please buy my stuff." Sales is not just selling a product or service.

Here are a few sales jobs that fall under the definition of selling for a small business owner:

• Getting credit from a supplier

• Getting a loan from a banker

• Getting small favors from employees

• Getting something delivered on time

• Satisfying a disgruntled customer

• Getting payment for an invoice

What makes small business owners so good at sales, even if they have had no previous experience? Desire, fear, and lots of other emotions associated with the risk and spirit of adventure the entrepreneurial process breeds, including the love of being on your own, and the passionate belief in what you’re doing.

Here are 7.5 reasons why business owners sell best:

1. The responsibility for success of the business is the owner’s.

2. The business is the owner’s child.

3. The owner can make deals no one else can make.

4. People like to buy from the owner.

5. Customers have a special confidence in the owner.

6. The relationship with the customer is the owner’s to build at first.

7. The owner is in the best position for direct feedback about the product or service.

7.5 The owner must be the leader.

No one is able to sell your business like you can - even if you don’t consider yourself a salesperson. You can’t say, "I’m not pushy enough to be in sales." You’ve got to push.

But sales is not about pushy. It’s about helping other people and building relationships. It’s about building your business and about being responsible for your own success.

To achieve your entrepreneurial dreams, you must make sales. Sales is about making your entrepreneurial fantasy become a reality. Your reality.

 

If you don’t lead other sales people, no one will. You must set the example, drive the belief system, and create the atmosphere for success. If you’re not an expert at sales, get to be one by taking lessons. Read books, listen to CDs and go to seminars. Be a student. Form a mastermind group with other non-competing entrepreneurs. Your customer has all the information you need to succeed. Get close to him or her and listen. You get to know the people who are helping you succeed. After a business matures, the owner chooses who he or she will continue to handle personally and the others get turned over to a salesperson. You sell it because you believe in your business. Your enthusiasm generates confidence. Customers also know the owner will go the extra mile to deliver what’s promised. Customers know they’ll get special attention and special appreciation. People think when they buy from the owner they’re getting a special deal. They may not have to pay a commission so they think they’re getting the best price, or at least the best offer. You sell best because you know your product or service best. You are its most passionate representative. You are responsible for feeding and nurturing your business. You won’t let your business fail due to lack of sales — so it’s your job to sell until it’s successful. — It’s Friday and payroll is due. You have no cash, but you do have receivables. You must collect a check to make it all work. — You don’t want a bad experience to cost you a customer, so you sell acceptable solutions. — Sell the supplier that delivery is imperative to serve your customers or grow your business. — Work overtime, work weekends, work more productively, change work processes. — You have to convince your banker you deserve the loan and can repay the debt. — Convincing your suppliers you’re credit worthy is sometimes as good or better than a bank loan.

Contact Jeffrey Gitomer at salesman@gitomer.com or (704) 333-1112. Gitomer is president of Buy Gitomer in Charlotte, N.C., and the author of "The Little Red Book of Selling." He gives seminars, runs annual sales meetings, and conducts Internet training programs on selling and customer service at www.trainone.com. Sales Moves appears weekly.