We’ve all been there—denial, anger, bargaining, depression. No, we’re not talking about the stages of grief. We’re talking about how most of us feel when we realize that running a business also means selling our services. You started your business because you’re good at what you do, not because you wanted to perfect a sales pitch. But here’s the hard truth: to succeed, you need to learn how to sell.
But before you hit the panic button, I’m here to tell you that selling doesn’t have to feel like you’re pushing something onto someone. In fact, you don’t need to “sell” at all—at least not in the way you’re probably thinking. Let’s talk about a new approach that puts your customer’s experience at the center of the process.
The Flywheel Approach: It’s Not About You
If thinking about sales as a one-way funnel makes you cringe, you’re not alone. Many entrepreneurs feel that way because they’re imagining it as a transaction: you give something; they take it, end of story. But that’s where the Flywheel approach changes the game. Instead of focusing on one-off transactions, it builds momentum by focusing on lasting customer relationships.
Here’s how it works: When a customer is thrilled with your service, they don’t just walk away—they talk about it. They tell their friends, they leave glowing reviews, they tag you on social media. This creates a continuous cycle where you’re not doing all the heavy lifting. Your satisfied customers are promoting your business for you, and the result is a steady stream of new clients and business growth.
The best part? Once you’ve set up your Flywheel, you can go back to what you do best—your craft—and let your loyal clients do the “selling” on your behalf.
Create a Journey, Not a Transaction
Think of this approach as more of a journey than a sale. The goal isn’t just to make money (although, let’s be real—that’s nice too). The goal is to guide your customers through an experience they won’t forget. And guess what? That’s where your personality can truly shine.
Instead of handing over a product or service and walking away, you’re offering an experience. Maybe it’s a handwritten thank-you note, a little branded swag like notebooks or stickers, or just a follow-up email that feels personal and thoughtful. These small touches make your customers feel valued and appreciated, and they’re more likely to spread the word about their positive experience.
Mapping Out the Customer Journey
So how do you get there? It starts with understanding your customer’s journey from the moment they realize they need a solution to the moment they choose you. It helps to break it down into stages:
- Awareness Stage
Thinking/Feeling: “I need a solution.”
Actions: Searching online, reading blog posts, looking at guides.
Move Along: Offer helpful content that answers their questions—think blog posts or downloadable resources.
- Consideration Stage
Thinking/Feeling: “What are my options?”
Actions: Comparing services, reading reviews, checking testimonials.
Move Along: Provide social proof—share case studies, testimonials, or offer a free consultation.
- Decision Stage
Thinking/Feeling: “Is this the right choice?”
Actions: Finalizing the decision, looking at pricing, guarantees.
Move Along: Offer a special discount or a personal follow-up to help close the deal.
At each stage, your job is to help the customer move forward by giving them the information or reassurance they need. And once they’re a customer, keep the momentum going by delivering an exceptional experience that makes them want to shout your name from the rooftops.
Tools for Your Toolbox
Ready to build your Flywheel? We’ve got some great resources to get you started:
- Brand Archetype Quiz: Find your business’s personality Take the quiz here.
- Target Audience Quiz: Discover who your real customers are Start here.
- Marketing Strategy Evaluation: Wondering if your current plan is working? Evaluate it here.
- Sales Styles Quiz: Who’s Your Pop Culture Persona? Find out here.
Building lasting customer relationships isn’t just about making a sale. It’s about creating a memorable experience that your customers will want to share with others. And when you do that, the sales will follow naturally.
So, ditch the sales pitch and embrace the journey. Because at the end of the day, it’s not about you—it’s about the experience you create for your customers. And trust me, when you make it memorable, they’ll remember you.
