If you've ever caught yourself saying "I'm not a salesperson, I'm here to help my clients," this post is for you.

After running multiple sales trainings this week and coaching both group and individual clients on sales, I realized there are 10 non-negotiable elements that every business owner must master to truly scale their business.

Some are mindset shifts. Others are sales psychology and process. But without these fundamentals? You'll never 10x your business.

Let's dive in.

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1. Ditch the "I'm Not a Salesperson" Mindset‍

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The harsh truth: Every time I hear business owners say "I'm not in the business of selling, I'm here to help," all I hear are limiting beliefs that don't serve them.

Here's what you need to understand: Business IS sales. Without sales, you have no clients. Without clients, you have no business.

But sales isn't about being that sleazy car salesperson trying to push something broken onto someone who doesn't need it.

Real sales is about helping. It's about showing your ideal client (who already has a need or desire) how your service is the perfect solution for them. You're helping them make the best decision for themselves.

Mindset shift: Instead of "I'm not a salesperson," try "Through sales, I help my best clients get exactly what they want."

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2. Incorporate Sales Content Into Your Marketing Strategy‍

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If you're not including sales content in your online marketing, emails, and social media, you're literally sending your nurtured audience to your competitors.

Think about it: You've worked hard to attract and educate your audience. But when they're ready to buy and you haven't told them how you can help them, where do you think they go?

What sales content looks like:
- Educating clients on how you can help through your services
- Answering their questions and addressing objections
- Showcasing case studies, client stories, and testimonials
- Demonstrating that you can help people just like them

I've had clients with audiences way larger than mine who weren't making sales simply because they weren't incorporating sales content into their strategy. Once we fixed this? Their revenue skyrocketed.

You're working too hard to send great clients to your competition.

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3. Understand the Emotional Psychology of Purchasing‍

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Here's a game-changing fact: 95% of purchasing decisions are made emotionally, then justified with logic.

This isn't my opinion—it's scientifically proven research from Harvard Business School Professor Gerald Zaltman in his book "How Customers Think: Essential Insights into the Mind of the Market."

Key emotional triggers that drive purchases:

- Pain points and frustrations (when they become too acute to ignore)
- Aspirations and desires (we all want better futures)
- Fear of missing out (how trends work)
- Need for belonging (wanting to be part of the group)

Understanding what moves your ideal clients emotionally is crucial for helping them make decisions that serve them.

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4. Don't Fear Objections—Embrace Them‍

Objections are actually GOOD news.

If a potential client truly didn't want what you offered, they wouldn't have questions—they'd just say "no thanks" and leave.

Objections are simply unanswered questions. When someone has concerns, it means they're considering your service and just need more information.

Maybe you haven't fully explained how you'll get them from where they are to where they want to be. Maybe they misunderstood something. Unless you address these concerns, they'll hold back from making a decision.

Remember: The higher the price and involvement level of your service, the more information clients need and the longer their decision process takes.

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5. Master Your Sales Cycle

As the CEO of your business, you need to become a student—a scientist—of your own business operations. Your sales cycle is one of the most important things to understand.

Here's how decision timelines typically work:
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Low to moderate purchases (haircuts, massages, lower-ticket items):

- Decision time: 5-30 minutes, maybe a few days
- Clients compare a few options but don't overanalyze
- You need to convey key information quickly at the point of discovery
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Higher cost or important services (transformations, significant changes):

- Decision time: A few days to several weeks
- More research, reviews, price comparisons
- Your job is to provide comprehensive information and answer questions throughout this period
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Major investments (coaching, consulting, real estate, high-end services):

- Decision time: Weeks to months, sometimes over a year
- Extensive research, 1-on-1 meetings, financial planning
- Multiple touchpoints needed, especially in B2B with multiple decision makers

Understanding your sales cycle allows you to create a process that matches your client's natural decision-making timeline.

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6. Build Safety and Trust Above All Else
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6. Build Safety and Trust Above All

The predominant feeling clients need to buy from you is safety.

They need to trust that when they give you their hard-earned money, they'll get what they want (and maybe more). They need confidence that you'll deliver results better and faster than they could achieve on their own.

How to build trust:

Credibility: Demonstrate your knowledge, authority, and track record of helping others
Reliability: Do what you say you'll do, when you say you'll do it (this starts with small commitments during the sales process)
Authenticity: Be genuine, be yourself, and focus on serving the client
Lead with value: Put the client's needs first, connect what you do to their specific situation

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7. Adopt "You're Selling at Every Touchpoint"
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Your selling doesn't end when a client pays your invoice—that's just the beginning.

Think of your new client as an excited student. They've made a decision to pursue their dreams or solve their challenges, and they're full of hope that you can help them.

You need to capitalize on that high energy through:

- Exceptional onboarding: Don't let their excitement drop while they wait to hear from you
- Outstanding service delivery: Every interaction should confirm they made the right decision
- Thoughtful follow-up: Continue building the relationship beyond service completion

I recently switched chiropractors, and their customer journey is impeccable. My husband receives video messages after appointments, gets small gifts during treatment, and feels more excited about each visit. Guess what? We rave about them everywhere we go.

That's the level of service that creates raving fans and referrals.

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8. Follow-Up Shows You Care (It's Not Nagging)
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Follow-up is relationship building, not begging.

The best friendships don't happen after one coffee meeting—they develop over time with multiple touchpoints. The same applies to client relationships.

What follow-up accomplishes:
- Shows you're reliable (you do what you say you'll do)
- Demonstrates you don't forget about people
- Proves you care about them as individuals, not just deals
- Keeps you top-of-mind when they're ready to decide

Reality check: The majority of sales happen in the follow-up, not the initial conversation.

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9. Create a Documented, Strategic Sales Process
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There's no scaling without an established, thought-through sales process.

You can't wing it with every client and expect to reach seven, eight, or nine figures. You need:

- Documented touchpoints with clear purposes and client benefits
- Mapped client journey from discovery through service completion
- Intentional marketing to attract ideal clients
- Conversion rate tracking and optimization strategies
- Streamlined onboarding, delivery, and referral processes

Everything should be intentional, tested, and optimized. This is how you scale systematically rather than chaotically.

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10. Learn to Love Sales
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As long as you're in business, you'll be selling.

Even if you hire a sales team, as the leader, you'll need to motivate and help them thrive. How can you do that if you hate what they're doing?

It's like wanting to get married but hating dating. You can't create serious relationships if you're not willing to enjoy the initial stages.

Get to love sales by:
- Understanding your client's psychology
- Having clear processes that work
- Focusing on the service and value you provide
- Celebrating the transformations you create

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Your Next Steps

Look at these 10 points and identify 1-3 areas where you need improvement right now. These might be the exact areas preventing you from taking your business to the next level.

Which of these resonates most with your current challenges?
- Mindset around sales?
- Missing sales content in your marketing?
- Not understanding your sales cycle?
- Lacking a documented process?

The businesses that scale successfully master these fundamentals. They don't skip steps or hope things will work out—they build systematic, strategic approaches to sales that serve both their clients and their growth goals.

Remember: Sales isn't something you do TO people. It's something you do FOR people who need what you offer.

Ready to establish a proper sales process and customer journey that positions you to scale?

Learn more about working together through my T.O.P. CEO Framework, where we build the systems and strategies that create sustainable, scalable success.

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