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Chapter 6Reducing Sales Friction

I know firsthand how challenging selling can be. It doesn't matter if you've been in the game for years or if you're just starting out—selling is tough. Selling cold is the toughest gig I've ever done. Trying to move people from “I don't know you” to “I'm interested in buying from you” in a very short period requires a lot of skill and a very thick skin.

As a small business owner or solopreneur, you already have a million other tasks on your plate. Trying to convince clients to buy your products or services can feel soul‐destroying, time‐consuming, and even downright terrifying at times. You don't want to be trying to sell cold. You want as little friction in the sales process as possible. That's where marketing comes in. Marketing is the secret sauce that can make your services appealing, attractive, and easier to sell.

Reducing friction in selling can be broken down into three key parts: awareness, relatability, and belief.

First, awareness is all about ensuring that your prospects are familiar with your business. You need to capture their attention and make them aware of what you have to offer. After all, if they don't know you exist, they can't buy from you. Effective marketing strategies can help raise awareness and get your business on the radar of potential clients.

Next, we have relatability. Your prospects need to be able to relate to you and your brand. They should feel a connection, an understanding that you truly recognize their ...