"Sales" As a Positive Experience

No matter what your age or stage in life, some words come with preconceived meaning.  "Sales" is one of them.  For most people, it means being put in a position to have to buy something they don't want at a price they can't afford.  Therefore, how do you conduct a critical element of the small business marketing process without incurring the negative impact of the word "sales"? 
It starts with you.  Check your own attitude about the word.  What does "sales" mean to you?  How do you feel when you're the one being sold?  How much of that feeling do you transfer to the sales experience you're now conducting as a small business owner? 
Next, putting aside any of your own negative feelings, what exactly are you offering your potential customer - what's in it for them?  How you answer this question is the starting point for a "Positive Experience" for your potential customer.  When a person really understands the pain you'll help them relieve or the joy you'll help them experience as a result of your product or service, they'll see your "sales" process as a "positive experience". 
So, what's the lesson to be learned?  Develop a positive, personal understanding about your own products and services.  Determine what you're selling in terms of it's value to your potential customer.  Present your product and service value as a solution.  Result - you'll turn your sales process into a positive experience for both you and your customer. 
LEARN & DO STEPS: 
1. Write a 3-5 sentence description of how you feel as a customer. 
2. Select the product or service you're most passionate about. 
3. List 3 incentives you feel have a high value for the customer. 
4. Role-Play your perfect, interactive "sales" presentation. 
5. Go "Live" and have fun making a "positive sales". 
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Don Osborne is the author of  The Profit Puzzle