I began my coaching career helping people overcome their fears in order to accomplish what they want to in their careers or lives. “It’s okay to be afraid,” I tell my clients, “But if this is your dream, you have to do it anyway.” You may not be able to stop the fear, but you can change your reaction to it.

Nothing holds entrepreneurs back from growing their businesses more than fear—fear of asking clients if they want to use our services; fear of asking for a testimonial or referral; fear of appearing foolish when we speak in public, write or make conversation in a networking situation and fear of being rejected when we call someone on the phone.

So, we tell ourselves that we hate marketing and selling our services, that these activities are difficult, manipulative and sleazy. We’re forced by financial pressures to conduct sales and marketing activities, and our reluctance, awkwardness and discomfort make prospects uncomfortable as well. That causes our efforts to fail—a self-fulfilling prophecy.

To change this mindset, you need to start seeing the marketing and sale of your services for what they are: the sharing of information with those who have a need by the best person available to fill that need.

Here are ideas that may help:

1.     You’re the best at doing what you do. If not, you’re working to become the best. You’ll try harder and care more than anyone else.

2.     People who need the services you provide must get them from somewhere. If you’re not communicating with them, they’ll get those services from someone else.

3.     Attracting clients is the result of making sure they make the right choice.

Post these 3 points above your desk and remind yourself of them often. By remembering how your actions serve, you can shift the paradigm and eliminate your fear of putting yourself out there.

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Sandy Schussel is a speaker, business trainer and coach who helps sales teams develop systems to win clients. He is the author of The High Diving Board and Become a Client Magnet. For more information, go to www.sandyschussel.com.