I Hate Selling But I Have To Eat.

I have a confession: I hate selling and I don't even know if I'm particularly good at it.

But here’s the paradox if I can get a meeting, our close rate is incredibly high. The challenge is getting the meeting in the first place. Our cold emails? They’re strange and direct because I want people to know exactly what to expect from us from the jump. No fluff, no pleasantries just straight talk about what we do and how we can help.

Why do I do sales if I hate it? Because I’ve tried to pass this off to other people, and, to be blunt, I seem to have a blind spot for hiring salespeople. For all the success I’ve had identifying top-tier creatives, I’m 0 for 3 when it comes to hiring sales talent and I’m out a lot of money because of it.

The last two hires I made? 90 days in, zero meetings booked. Nothing. Nada. Just a bunch of wasted time and a painful realization: If I want it done right, I need to do it myself.

But that doesn’t mean I haven’t learned a few things about selling along the way.

1. Go Where the Money (and the Bold Ideas) Are

I don’t waste time chasing people who can’t afford our services. I used to, early on, and I learned that just because someone loves what we do doesn’t mean they can pay for it.

So now, I go where the money is fun, brave brands that want to stand out and increase revenue. Brands that understand the power of risk-taking, the value of creative marketing, and the importance of making people feel something.

If you’re looking for a “safe” agency that does the same tired tactics everyone else does, we’re not for you. But if you want to do something bold, memorable, and effective, then let’s talk.

2. Seek Leads, Not Just Clients, And Push for Real Referrals

I’ve learned that the best clients come through referrals. I’ve had more success selling when I focus on building relationships rather than just pitching services. When someone introduces me, the sale is already half done because there’s trust baked into the conversation.

That’s why I always ask: Would you refer us? But more importantly, I follow up with: Have you? That second question makes all the difference. Most people will say, “Yeah, of course, I’d refer you.” But when you ask, "Have you referred us to someone yet?", it puts a direct (but polite) push on them to actually do it.

And if they haven’t? I remind them that word of mouth isn’t just how we sell it’s how we help brands win.

3. Do Your Homework

Most sales emails are lazy. I know because I get them too. They say nothing about me, my company, or why I should care. I never send a cold email without researching who I’m reaching out to. What’s their business? Their challenges? What makes them tick? A personalized email that speaks directly to their pain points and ambitions will always outperform a generic pitch.

4. Don't Sell—Listen

The biggest mistake people make in sales is talking too much. I used to do it too. Now, I go into meetings and ask more questions than I answer. I want to know: What’s your biggest challenge? Where do you feel stuck? What have you tried before that didn’t work?

Then, I connect the dots and show how we can help. But only after they’ve told me what they actually need. If you listen long enough, people will tell you exactly how to sell to them.

5. Learn to Close Without Apologizing

When someone hesitates, I don’t beg. I don’t discount. I don’t try to “sweeten the deal” with unnecessary freebies. If someone tells me our service is too expensive, I tell them maybe they’re not ready for it.

And you know what? That line works more often than you’d think. People want what they can’t have. And if someone walks away, that’s fine because the right clients won’t hesitate when they see the value.

The Takeaway? Selling Sucks. But It’s Necessary

If you run a business, you are the best salesperson for it whether you like it or not. You know your product better than anyone. You know your customers. And you know how to position yourself.

I may not love selling, but I love what sales enables growth, freedom, and the ability to work with people who actually want what we do.

So if you’re struggling with sales, stop waiting for the perfect hire and start taking control. No one will sell your business better than you.

Let’s talk how do you approach sales? Do you love it, hate it, or just tolerate it like I do? Drop your thoughts in the comments. 👇