Victoria, a follower of our weekly show, Coach’s Corner, asks: “I love helping clients but I just don’t like the process of selling even though I think it is inevitable, what do you think I should do?”

Here’s my answer to Victoria:

First of all Victoria, you’re right. Selling is inevitable. If you want to stay in business, you have to sell. I love selling, marketing, framing, positioning, converting and closing but it’s rare, because very few people like selling. It’s a shame that society looks down on people who likes to sell because the truth is, everyone is selling. Everyone is a salesman.

If you look at the entertainment world, every actor who gets a big role has to do interviews to promote the film and to sell tickets. They’re selling the content; they’re selling the product. Unfortunately, not wanting to sell is pretty common. If you master sales and closing, you’ll never go hungry. A lot of people are very good at what they do or have a ton of content online but they don’t know how to close. You have to know how to sell and close.

The best way that I can recommend is to hire someone to close. Hire a sales person if you have the cash flow. Hire a business development manager, hire a sales person, hire someone to do cold call business and cold call clients. That is the number one way I would recommend. The second way would be to partner with someone, but I’m a big advocate of hiring versus partnering because when you hire, you can really decide better on who is your audience, who you want to target, how you want the script to be delivered, how you want to prospect and what sales process you want to use.

If you’re partnering up with someone, it’s difficult because if you’re giving them 25%, 50% or 75% of the business or income that is generated by them, you don’t know how they will sell the product or the service. I’m big advocate of hiring sales people. I’ve hired over a 100 sales people in my own companies. If you don’t like selling, maybe you haven’t been taught the proper way of selling and closing.

If you haven’t studied sales yet, go and study sales: order the top 20 books on Amazon, study them, implement, execute, pick up the phone, go see people and do that for 12 months.

The way I perceive selling and closing is: the better I can close a deal, the more I can provide value. For most people who hate sales and who think it’s really an aggressive way of doing things, the truth is: it’s inevitable. I love selling because I have fun doing it especially if you love helping clients and you get good results.

If you haven’t sold anything, just try selling for a bit. If you find out that you really hate selling, hire someone to sell for you. If you don’t want to get an employee, get a partner although I would really recommend getting an employee to work for you.