top of page
  • Blayne Crocker

Conquering the Fear of Selling: Strategies for Business Owners

Let's address a common problem that haunts many business owners: the fear of rejection. This isn't just a minor worry; for someone whose identity is deeply intertwined with their work, it can feel like what I imagine the pain of taking a selfie without a filter. Perhaps a just a slight exaggeration but as I embark on my own business journey, I must confess – the prospect of selling fills me with dread every day.

Im naturally quite shy and introverted. Although I prefer to be seen as quiet and mysterious, truth is I think I have an unhealthy fear of rejection. I don’t want to reach out to people I know to even ask for a referral (So when or if I do please remember I do so begrudgingly). However, I'm optimistic that by the end of my entrepreneurial journey – whether I crash and burn, soar high, or just steadily plod to mediocrity – I'll have put the fear of rejection to bed. The fact that I'm writing this and you're skimming it are victories in themselves.

For those of us who aren't influencers or business gurus, self-promotion can feel awkward. We've been conditioned to let our work speak for itself, and openly patting ourselves on the back can seem both uncomfortable and unseemly. However, it's crucial to realize: even if you have the best product, it's of zero use without a customer. Marketing isn't just important; it's the lifeblood of business and requires crafting a story that resonates with your customer.

So, how am I tackling my fear of selling? I'm working on implementing following strategies:

  • It’s not personal:  Reframe rejection and understand that rejection isn't a personal attack. It's an inherent part of the business landscape. Viewing rejection as constructive feedback transforms a 'no' from a setback into an opportunity for improvement and experimentation. It helps to remember, for most people, their primary focus is their own needs and concerns.

  • At your service:  Change your perspective. You're not bragging; you're offering a helping hand. Your skills and products have the potential to help others achieve their goals. You can only help the few if you are rejected by the many.

  • Embrace your dark side: Combine your roles as a business owner/professional and a salesperson. Embrace the fact that effective selling in not a byproduct of your offering, but part of your offering. Excelling in sales doesn't diminish your professionalism; it enhances it.

In conclusion, transitioning from a professional/business builder to a proficient seller isn't about altering your core identity. It's about recognizing that the qualities making you outstanding in your field – expertise, problem-solving, analytical, listening more and talking less – are the same ones that can propel you to excellence in sales. It's time to own your story and share it. So here is to moving from introverted to being loud and obnoxious…. or rather to be effective in finding those that need your help.


PS Colonel Sanders started cooking at the age of six after his father passed away. Throughout his life, he worked various jobs, often getting fired, until he started selling chicken dishes at the age of 40. His restaurant was initially successful, but at 65, he faced bankruptcy. Using his first social security cheque of $105, he traveled across the United States looking for a business partner for his secret chicken recipe. After being rejected 1,009 times, he finally got a Yes.


bottom of page