Selling Without Feeling Salesy: A Guide for Small Business Owners
Let’s be honest: for a lot of small business owners, sales feels a bit... icky.
You love what you do, you know you can help people, but when it comes to actually selling?
You freeze. Or cringe. Or apologise for your prices. Or just avoid it altogether.
You’re not alone.
The good news? Selling doesn’t have to feel pushy, awkward or “not you.” You can sell in a way that feels honest, natural and genuinely helpful, while still making money and growing your business.
Here’s how.
1. Shift your mindset: Selling is helping
This is the foundation.
When you believe in what you offer, when you know it can make someone’s life or business better, then telling them about it isn’t pushy... it’s generous.
Sales isn’t about convincing. It’s about connecting the dots between someone’s problem and your solution.
💬 Ask yourself: “If I don’t tell them about this, am I actually helping them?”
2. Talk like a human
No one wants to be “pitched to.” People want real conversation, not a polished script.
Ditch the jargon. Don’t over-explain. Just have a conversation about what the person needs and how you can help, the same way you’d recommend a great coffee shop or show to a friend.
Be real, be clear, be you.
3. Ask more questions than you answer
One of the best ways to sell without feeling salesy? Ask great questions and listen.
Find out what’s going on for your potential customer.
What do they want?
What’s getting in the way?
Why now?
When you focus on them instead of jumping straight into “here’s what I do,” you’ll not only build trust, you’ll uncover what really matters to them.
And then? You can tailor your offer to meet that need.
4. Use stories and social proof
People trust people, not products. That’s why sharing testimonials, results, or real-life stories works so well.
Instead of saying, “I’m really good at what I do,” tell a short story about a client you helped or share something kind someone said about working with you.
Let your happy customers do the selling for you.
5. Don’t apologise for your prices
This is a big one.
When you say your price and then quickly add “...but I can give you a discount” or “...I know it’s a bit much,” you instantly undermine your value.
Say your price with confidence. Then stop talking. Let them respond.
Remember, your pricing reflects the value of the transformation or result you deliver. Stand by it.
Final Thought
Selling doesn’t mean turning into someone you’re not. You don’t have to be slick, pushy, or perfect. You just have to be honest, helpful, and willing to show up for the people who need what you offer.
If you care about your customers, selling is just the next step in serving them.
Want help feeling more confident in your sales conversations?
I work with small business owners who want to grow without the overwhelm and that includes learning how to sell in a way that feels good.
