Why Business owners and Entrepreneurs need to know how to sell

Every Business Owner is in Sales: Here’s Why:

If you’re a business owner or entrepreneur, whether you realize it or not, you’re in sales.

If you have conversations with prospective clients, make presentations, pitch, or make proposals to them - you are in sales.

In fact the very essence of running a business requires you to sell — not just products or services, but ideas, vision, and value.

As Mark Cuban, billionaire entrepreneur and owner of the Dallas Mavericks, famously said,

“No matter what your business, you have to be a salesperson.

“Number one: Sales cures all. There has never been a company in the history of companies that has ever succeeded without sales. Anybody who has ever told you, ‘Don’t worry about sales you can grow it and worry about sales later,’ they are lying to you.

“They will fail, you will fail. You have to be able to sell and do you know who the biggest salesperson in your company has to be? You.”

Why don’t I just employ salespeople or outsource sales?

The Risks of Outsourcing Sales Many business owners, particularly those who are product-focused or less comfortable with selling, are tempted to hire salespeople or outsource sales altogether. While this can offer short-term relief, it comes with risks.

Firstly, nobody knows your product, service, or mission better than you do. Sales isn’t just about pitching features; it’s about conveying passion and authenticity. Richard Branson, founder of the Virgin Group, said it best: "Business opportunities are like buses; there’s always another one coming. But if you can’t sell yourself, you won’t be on any of them."

Secondly, when you rely on external sales teams, you risk losing control over the messaging. Misalignment in communication can lead to missed opportunities and even damage your brand. Salespeople, no matter how skilled, may lack the depth of understanding and emotional connection that you, as the founder, inherently possess.

The Bottom Line Entrepreneurship is fundamentally about solving problems and convincing others that your solution is worth adopting. Whether you’re closing deals, building partnerships, or rallying your team, you are always selling. Master this skill, and you’ll not only grow your business but inspire others to believe in it as much as you do.

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