Last week, I was at a catering company doing one-on-ones with the sales team. Donna (not real name) said, "I'm going to level with you: I don't like selling. It's not because I don't believe in what I'm selling or because I think our food is subpar. It's just that when I'm asked to present to a group of people, I get sweaty palms, and my heart races as if it were in a marathon. Do you know anyone like that?"

So many salespeople hate the thought of making sales meetings and then having to sit through an awkward silence while they try to decide whether they want whatever we're trying to sell them. And yet, we still do it! We hate the part where someone says "no." If this sounds familiar, read on for tips on how best to overcome these hurdles so that you can look forward instead of back at every failed attempt at a sale.

You're not alone.

Many people are afraid of asking for a sale, and that's a normal part of being in sales. The good news is you can overcome your fear by learning how to do it, which we'll discuss later in this article.

Your first step is to find your ideal clients. If you're a one-person business, that might mean researching companies in your industry and finding out what they need. If you're part of an agency or team, talk to your coworkers about who would make the best clients for each person's skill set. Read my 6 Steps to Prospect in 15 Minutes

Be honest with yourself about what you can do.

The first step to being a good salesperson is knowing yourself. What are your strengths and areas of improvement? Where do you excel, and where do you struggle?

Most people in our industry entered this field because of their passion for and skill set in events and culinary arts. Still, while these elements are vital, they are not the only factors necessary for success. In this industry, you must be more than a brilliant caterer and a meticulous planner; you must also have a panache for sales.

Sell, plan, and execute – are you strong in all three?

Read my article Change the Way You Approach Sales- the 12 Components of Sales Excellence.

Know your buyer's habits:

It doesn't matter what you are selling; many of the little habits and traits displayed by buyers remain the same. You could be running a cheese stall, and they would still ask the same questions as they begin to work out a negotiation tactic. Sometimes, it can be useful to work out a deal with a prospective client, but you need to make a profit too. There are many buyer habits, but three of those commonly used in negotiations often stand out from the crowd.

Read my article The Negotiators: 3 Typical Buyer Habits

Conclusion

The fact that you don't like to sell doesn't mean you can't succeed. You must find your way around it and make it work for yourself.