As a business coach, and now health coach, I am continually amazed at how many people in business spend thousands of dollars attempting to sell something that they don't personally embrace themselves.

One of the first things I coach the women entrepreneurs I work with on is to walk their own talk. To explain exactly what I mean by this, I'll ask you to answer these following questions:

Would you pay for financial advice from a person on welfare?

Would you pay for image consulting from an unkept person?

Would you purchase legal advice from a jailed lawyer?

Would you buy website design from someone who doesn't have a website?

Would you buy accounting services from a person who doesn't know what IRS stands for?

Would you do business with a travel agent that had never traveled?

Would you buy clothing from a woman business owner who didn't wear what she sells?

Would you purchase business consulting services from someone who had never been in business?

The list could go on and on, but I'm sure you understand my point. You must completely believe in what you are selling in order to sell it to others. In other words, you must "drink the Kool-Aid", your own Kool-Aid.  Although this expression has taken on a negative connotation for an unquestioning belief in something, every entrepreneur who is selling anything better embrace it as buyers want to be convinced that they are making the correct choice in saying "Yes" to the deal.

Sales is one of the most difficult elements in every business I consult with. Small business owners who must do the selling as well as the administrative and other parts of the business often find it difficult to ask for money. Selling anything requires the seller to ask the buyer for money. And, asking for money remains a major obstacle for many women in business. First you must fully value yourself and your time. If you are the business owner and the sales person you are putting yourself on the line every day you are in business. Therefore, you must have an undeniable belief in the product and/or service you are selling and believe that you are the best person to complete the transaction.

This brings us back to walking the talk. You can't sell successfully if you do not have complete confidence in what you are selling which means you use it yourself, have been there done that, or have the education and experience that demonstrates you are the expert.

If you, as a woman in business, are waiting to have someone tell you that you are an expert in your field ----- please don't hold your breath ---- it will never happen. It is up to you to declare yourself an expert in your industry. By walking the talk, believing in yourself and your ability, and telling everyone who will listen that you have the answer --- you will succeed.