An entrepreneur has many things to worry during the start-up process. One of the most common requests I receive from people who are starting a new business is to teach them how to sell. For many new entrepreneurs, this is the scarcest part of the process. While this may be intimidating at first, it doesn’t have to be overwhelming.

Entrepreneurs sell themselves at every stage of the start-up process. Entrepreneurs already know how to sell. They sell their ideas to their family first. Betting their future on a new business takes some convincing. After the family comes the people who will finance the venture. The business owner must make a compelling case in a charming way. Next they sell to vendors. A new business has to convince suppliers to extend credit to an unknown entity. Finally, even a small business will need to find some help. Hiring employees into a start-up requires sales skills. By the time the customer comes into the picture the entrepreneur has already sold to quite a few people. Ultimately, just about every entrepreneur has some sales experience.

Begin with the obvious targets. One of the most difficult aspects of selling is identifying the right customers to target. If you don’t pick the right targets you will end up wasting valuable time trying to sell to people who are either not willing or not able to buy from you. The obvious targets for your new business are people who are already purchasing similar products and services from your competition. If they are working with the competition, they have a need for what you can provide. If your price is competitive, you have an opportunity to take the business away from the competition. To do this you need to show your prospective customers how you are different.

Show them the benefits of working with you. As you point out the differences between your business and your competition you should show how you will solve a problem for your customers. The key is to make the conversation about your customer. It is all about them. If you focus on how your customer will benefit from working with you, you will have a far better chance of making the sale. Put yourself in your customer’s shoes and answer the question “what’s in it for me?”.

One of the most powerful ways to demonstrate the benefits of your products and services is to attach financial benefits to the work you are proposing. Show your prospect how much money he will save by working with you. Use past experience with other customers as an example.

Ask for the business. This seems basic but many people don’t do it. It is not pushy. It is smart. One of the best ways to ask for business is to say something like “Just give it a try”. You’ll be shocked by how many people will respond favorably to a non-threatening statement like this. I have closed deals for large consulting engagements by asking my customers to “Give me an opportunity to show you how much money I can save you.”

Follow through. Immediately after someone agrees to work with you, you have an opportunity to expand the relationship. People have an innate need to have their behavior match the statements they make to others. If your customer makes a public statement about their relationship with you, immediately offer them the opportunity to expand the relationship – even slightly. They will often accept.

Selling is a natural activity for many entrepreneurs. Getting started is often the most difficult part of the process. Be yourself. Let your passion come through and your customers will thank you.

David Lorenzo has more than 20 years of business experience as a successful corporate executive, entrepreneur, strategist, author, and speaker. He has worked with and mentored some of the world’s most successful businesspeople while helping lead many large organizations to unprecedented success. His latest book is titled: Career Intensity: Business Strategy for Workplace Warriors and Entrepreneurs.

Mr. Lorenzo’s experience in starting new business enterprises and repositioning under-performing business units, along with his ability to implement innovative performance improvement solutions, makes him one of today’s most sought-after trusted advisors.

Mr. Lorenzo is a participant in the Wharton Fellows Program at the University of Pennsylvania, a management think tank that meets regularly to analyze and address timely business issues. He received his MBA from the Lubin School of Business at Pace University, and he received a Masters of Science in Strategic Communications from Columbia University in New York City.

Dave's blog is http://www.careerintensity.com/blog