Why Selling Feels So Awkward

[Intro]

When it comes to sales, do you feel uncomfortable? Like it's something you don't really like to do? But you're a small business owner, so at some point you have to sell. My guest today is here to simplify that for all of us. I am excited to have my friend Bethany George with us today. She is the owner of Sales Mystique, and she helps B2B companies demystify their sales and understand what it takes to hire their first salesperson. Bethany, welcome. Thank you for being here.

[Starting the Conversation]

This is such a good topic because so many people that create a business need that leap of faith—how do I sell the thing I'm passionate about creating? Yes, absolutely. I'm excited to be on your podcast because you and I are made of the same cloth. I remember the first time I was speaking and you were in the audience. I called you out because I was talking about personal branding and asked, "What's your name, Purple Lady?" For those listening, she's decked out in purple. It's her color. She had an amazing personal brand. A few years later, you were in the audience again, and I still remembered you. Personal branding matters. It's a cheat code. So many people would rather blend in out of safety because that's what professionals do.

[Hiring Your First Salesperson]

Let's talk about hiring your first salesperson. The first time I hired one, it was awful. Help me understand the right way to do that. One of the things that helps is understanding what has worked for you in your business. As business owners, we find a way to build trust, build relationships, and build our audience. But we don't always understand what's actually happening. Sales is an intimate part of your business. It's the first time your business has direct interaction with someone. You are making first contact. You are building whether you are trustworthy and worth buying from. That's something you learn with practice. Then you hire someone else to do that. What happens is people fall into corporate sales methodology: smile and dial, hit numbers, follow metrics. But they don't understand what those mean, and they weren't using that method themselves.

[What Went Wrong in Hiring]

What was the moment you decided to hire someone? It was the thing falling by the wayside as we grew. It was important, and we had a deadline. Unless someone focused on sales full time, it wouldn't happen. It was pressure, lack of availability, and honestly, it was the thing I hated most, so I avoided it. What were you selling? I had created my first consumer show. There was a hard deadline. We had to find exhibitors and sponsors. What went wrong? I knew my vision, but I hired someone from hotels. I assumed I could bring him on and he'd run with it. He did what he knew how to do, but it was apples and oranges. I didn't prepare him. I was intimidated. I thought, "He's the salesman. How should I tell him how to do his job?" So I let him do his thing.

[Why It Didn't Work]

Selling is not the same across all businesses. Sales is not transferable like accounting. Two things stood out: He didn't know who your people were. He didn't know where to find them or what the process looked like. Without that, people chase the easiest leads, not the right ones.

[The 4 Trust Styles]

I use something called Trust Styles—what breed are you? It makes things simple and memorable. Retriever: understands people, listens, builds relationships. Weakness: fear of being seen as using relationships. German Shepherd: consistent, reliable, builds strong referral networks. Weakness: afraid to push or make an ask. Doberman: precise, professional, direct. Weakness: fear of being seen as not capable. Husky: high energy, inspires action, natural closers. Weakness: fear people won't believe they're authentic. Most business owners default to hiring a Husky. But that may not match your audience, your business, or your values.

[Finding Your Style]

Start with a quiz at TheSalesMystique.com/quiz. But deeper insight comes from conversation and understanding how you show up. How you show up is how you build trust. Sales success comes from alignment: your personality, your process, your audience. When those align, sales becomes easier. Thanks for listening to Underestimated. We'll see you next time.