Selling SO often feels like an uncomfortable task for many business owners, but what if it didn’t have to? In her new book, More Sales, Less Marketing: How to Take the Yuck Out of Selling, Frances Pratt of Metisan AU is reframing sales as an act of service rather than a pushy or manipulative task.
I was able to sit down with Fran and talk all about how to take that ‘yuck’ factor OUT of sales. She’s got a lot of great insights to share. Let’s jump into the Q+A.
Q1: Why do so many business owners feel uncomfortable about selling?
Frances: Our thoughts and feelings about sales drive our actions. Many people associate selling with a pushy, “used car salesman” stereotype, and they work hard to avoid coming across that way.
I call this “crocodile selling” — it’s outdated, and it doesn’t work.
Selling ISN’T about manipulation — it’s about helping your client solve a problem or achieve an aspiration. When you shift your mindset to focus on the client rather than yourself, selling becomes a much more natural process.
Q2: Your book is called More Sales, Less Marketing. How can small business owners better connect the two?
Frances: Sales and marketing are like sisters — they work best when they collaborate.
Marketing is about herding: sending a message to a group of people to elicit a response.
Sales, on the other hand, is hunting: tailoring your message to address an individual’s specific needs.
For small business owners wearing both hats, it’s important to balance these two disciplines. Start by listening to your audience, sharing insights between your sales and marketing efforts, and respecting the unique role each plays in the customer journey. Together, they can work in concert to deliver amazing results.
Q3: How does storytelling help with sales?
Frances: Storytelling is a powerful tool because it’s relatable and memorable. Your clients are navigating a new world — your world — and your job is to guide them.
Share stories about your own journey, your business’s origins, or the value others have found in your products or services.
Think of it like The Wizard of Oz: your client is Dorothy, navigating unfamiliar territory, and you’re there to help them find their way. Storytelling simplifies complex ideas and helps clients see the value of working with you.
Q4: What’s your advice for understanding clients’ pain points?
Frances: I prefer to think about “most-loved clients” rather than “ideal clients.”
Focus on the clients you LOVE working with and return to the moments before they bought from you. What problem were they trying to solve? How did they feel? What made them think, “I need to work with this person”?
Understanding your clients’ emotional and rational decision-making process allows you to create messaging that resonates. The better you understand their journey, the more effectively you can connect with future clients.
Q5: How do you handle objections during the sales process?
Frances: Objections aren’t roadblocks — they’re opportunities. If a client raises a concern, it shows they’re considering your product or service. Instead of trying to “handle” objections, I encourage business owners to embrace them.
For example, if a client is concerned about timing, walk through their schedule with them and see what adjustments can be made. Addressing objections with care often uncovers deeper concerns that might not have been voiced initially. This builds trust and helps move the conversation forward.
Q6: What are your top tips for building trust with clients?
Frances: Trust is built on three key elements:
- Credibility: Demonstrate your expertise through qualifications, testimonials, or affiliations.
- Reliability: Clearly explain your process and follow through consistently.
- Intimacy: Personalise your approach. Get to know your clients and show that you understand their unique needs.
By focusing on these elements, you create a foundation of trust that encourages long-term relationships and repeat business.
Need More Sales & Marketing Support?
Frances is one of our many fabulous members in the HerBusiness Network — where we help women business owners grow businesses that they LOVE through decades of resources, events, and resources.
If you want to level up your education in Sales & Marketing, the HerBusiness Network is the perfect place to start. Join our supportive community today and start building a business you love.
And remember to grab YOUR copy of Frances Pratt’s new book, More Sales, Less Marketing: Take the Yuck Out of Selling.
