The truth of the matter is that when many small business owners are asked this question, they respond with answers like, "No way" or "I can't stand sales, let someone else do it."
Why is your answer to the above question so important? No doubt you have seen headlines like the following, which glorify how easy and simple it is to succeed in business:
"The Ultimate Lazy Way To Start Your Own Business"
"Cash In On A Multi-Billion Dollar Industry In Your Underwear"
"Easily Generate A Lucrative Income While Sleeping"
We are constantly being bombarded with these "easy ways" to make a million bucks. Does success in business actually work this way? Not in reality! Is it realistic? Not even close!
Overall it is how well you can sell and market your product that will determine the success of your long-term business...period. It doesn't get any simpler than that. You can either sell your own product or resell somebody else's product. Either way, your success or failure will ultimately depend on your ability to market it. If you hate sales, you have a slim chance of succeeding in business for yourself.
The most prevalent attitude of many new business owners is that their product, once launched, will miraculously sell and market itself. After all, the product is awesome and everybody will absolutely, positively want one. People should jump at the opportunity to buy it, right?
Here is another truth about sales. It will take 5-7 sales attempts to close 80% of your sales. Yes, you read that correctly. That's 5-7 attempts before people will say "Yes, I want to buy your product." Running an advertisement one-time or making a sales pitch to a potential customer once in a while does not qualify as effort. Hearing that first "no" and subsequently giving up means the demise of your business and gives someone else an opportunity to turn that NO into a YES.
What most people don't realize or fail to accept is that it may take weeks or even months to get a product to sell according to your expectations. You may have to be constantly adjusting your web site, sales letter, marketing strategy, advertisements and maybe even your product until you get it right. This dedication and determination is what separates the very few successful business owners from the many "wannabes" and fly-by-night hopefuls.
The bottom line is that to be successful in ANY business you will need the ability to market and sell, sell, sell.
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