Sales Tips for Small Business Owners: How to Sell Without Feeling "Salesy"
- Matt Heighway
- Nov 18, 2025
- 3 min read
Most small business owners didn’t start their business because they love selling. You started because you have a skill, a passion, or a dream. But as you know: without sales, there’s no business.
And yet many of us freeze at the word “selling.” It conjures pushy brochures, cold calls and uncomfortable conversations.
What if I told you it doesn’t have to feel that way? What if you could sell simply by being helpful? Here are some quick sales tips.
The Mindset Shift: From “I’ve got to sell” to “I’ve got to serve”
Think about it. When was the last time you bought something because the person just sold you? Probably not. You bought because someone showed you how they solved a real problem you had.
When you reframe sales as service, it changes everything.
If you genuinely believe your service makes someone’s life easier, then you’re not being pushy — you’re doing them a favour.
“If this helps them, it’s my job to tell them about it.”
Know Your Customer Better Than They Know Themselves
You can’t bottle your offer up and expect the right people to buy if you don’t know who they are, what they struggle with and how they talk about it. Where are their pain points. Who are they:
Who is your ideal client?
What keeps them awake at night?
How do they describe their problem (not in business-speak, but in their own words)?
Use their language. Mirror what they care about.
Because people don’t buy a “solution”; they buy relief, clarity, peace of mind.
Make Your Offer Crystal Clear
Clever is good; clear is better. Don’t over complicate your offer, keep things simple and easy to follow will beat clever and tricky every day.
If someone has to think too much to understand what you’re offering, you’re asking them to work harder than they want to. Simplicity wins:
Bundle your services
Give a single clear next step (“Book a discovery call”, “Start your free trial”, “Get the assessment for $X”)
And always include a call to action. “What do you do next?” should be obvious.
Build Trust Before You Pitch
Trust is the currency of sales.
You build it with consistency.
You build it with authenticity.
You build it by showing up and sharing stories, testimonials, results — not just the
promise.
When people know you, like you and believe you, they’ll buy.
When they don’t — well, they won’t.
Close With Confidence (Yes, It’s That Simple)
Most business owners flop here not because their product is bad, but because they never ask for the business. Be confident that you know that what you are offering is a no brainer.
You don’t need a slick pitch. Just ask:
“Would you like to go ahead?”
If they hesitate: ask “What’s holding you back?” or “What would make this a yes for you?”
Objections don’t mean “No forever”. They mean “Not yet”.
Follow Up — Most Don’t (That’s Your Opportunity)
Most sales happen after a number of contacts. What is the magic number, every sales guru will tell you differently, but it is always more than one, but most small business owners stop after the first.
Follow-up isn’t stalking. It’s staying helpful and relevant. A simple message like: “Just checking in — had any more thoughts? Happy to answer any questions.”
Keep it human. Keep it meaningful.
Track the Numbers You Actually Care About
If you’re flying blind, you’re accepting whatever results the universe gives you. That’s not strategy.
Track the origin of leads, conversion rates, average sale size. Find what’s working. Double it. Fix what isn’t.
Small changes in conversion can mean big changes in profits.
Selling isn’t about pressure. It’s about connection.
When you focus on solving problems, building trust and following up with care, you’ll find sales doesn’t feel so icky — and the results will show up.
If you’re running a small business and want to sharpen your systems, get real about your marketing and build a business that works (for you, not you working for it), keep following this blog and tune in to the podcast.
Disclaimer: The information shared on The Australian Small Business Show is general in nature and does not constitute professional advice, legal or otherwise. We recommend consulting with your advisors on your specific circumstances.
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