Your sales game is broken

On a recent sales training course, all attendees claimed they weren't in sales and none of them had a marketing strategy.

That alarmed me.

Over the last two decades I've helped specialist service providers generate over £2 million in additional revenue by shattering the myths that kept those brilliant experts trapped in a feast and famine cycle.

And it wasn't just through sales training!.

Here's what frustrates me: I see incredibly talented IT consultants, HR specialists, and technical experts struggling to convert their expertise into consistent revenue whilst their less qualified competitors thrive.

The problem isn't their skills; it's the myths about sales and marketing that they've read, believe and installed as their own truth!

Here are the 5 biggest myths that keep brilliant experts trapped in the feast or famine cycle:

❌ Myth 1: "My expertise should speak for itself"

Reality check: Excellence in delivery and excellence in sales are completely different skill sets. Your technical brilliance means nothing if prospects can't understand how it solves their specific problems. The best practitioners aren't always the most successful business owners.

❌ Myth 2: "Sales feels pushy and compromises my professional integrity"

Reality check: Authentic selling is about serving, not persuading. When you master ethical influence techniques, you guide prospects to make decisions that genuinely benefit them. The pushiness comes from desperation rather than confidence.

❌ Myth 3: "I need to explain all the technical details so they understand my value"

Reality check: Prospects buy outcomes, not processes. The more you explain how the "widget” is made, the more confused they become. Your job is to translate technical expertise into business benefits and outcomes they can visualise and feel.

❌ Myth 4: "I should lower my prices to win more business"

Reality check: Competing on price positions you as a commodity. Premium pricing signals premium value. When you can articulate your unique value proposition clearly, price becomes secondary to the transformation you deliver.

❌ Myth 5: "Marketing is just posting on social media and hoping for the best"

Reality check: Strategic marketing is a systematic approach to attracting ideal clients through effective positioning, targeted messaging, and strategic relationship building. Random content creation without strategy is just expensive hope.

The Reality.

It's straightforward and a bitter pill to swallow; without a marketing strategy, you and your business are directionless, like a ship without a course or captain to steer it..

The Bottom Line

As a specialist service provider, you have to flip your mindset from sales (if you believe that's what you do) to serving the needs of your customers.

The specialists who break through these myths understand something crucial: business development is a learnable skill and about asking the right questions that will amplify their expertise rather than compromising it.

They invest time mastering the psychology of influence, the art of positioning, and the science of systematic client attraction.

Those who cling to these myths continue cycling between busy periods and panic, watching competitors with inferior expertise capture the market they should own.

I've spent decades in corporate environments and the last decade helping specialists transform their relationship with sales. The landscape continues to evolve, and these skills become increasingly critical every year.

Remember This

Your expertise is valuable. Your transformations are needed. The world needs more business owners who can bridge the gap between technical knowledge and transformational outcomes.

The qualification got you started. Business skills will get you sustainable.

Keep transforming lives (including your own business),

Chris

P.S. If you're struggling with pricing confidence, you're not alone. Nearly every business owner I work with has faced this challenge.

Transform your expertise into the income and recognition you deserve.