How to Sell Without Feeling Sleazy You don't need an outsized personality to be successful in sales. Just follow this simple formula.

By Cristi Young

Opinions expressed by Entrepreneur contributors are their own.

Years ago, I found myself at a job where my success depended on the ability to sell. This was the first time I'd ever had sales directly impact my job performance and I convinced myself that because I was social, I could sell with little to no effort.

I was dead wrong. And the harder I tried, the more disingenuous I felt.

The ability to sell--whether it's an idea, product or service--is crucial to business success, but what can you do when you're not "the selling type"?

Related: 4 Selling Essentials Every Startup Should Know

Luckily, making a sale has almost nothing to do with gregarious personality, hard-hitting sales tactics and slick social skills. It comes down to a simple formula (no chemistry skills required).

$ = C³ or Sales = Connection x Communication x Confidence

Whether you're selling in a pitch email, press release, face to face or even over Skype, these three skills will always serve your bottom line:

Connection
First and foremost, make a connection with your current or prospective client. It's easy to let your mind race to your end goal, but first treat your client like...a person. You'd be surprised how many people forget to say hello, ask how their weekend was, or remember a personal detail they shared with you last time you met. Connect and care first.

Communication
Be concise, make your point, know what your point is, be clear with your client on expectations, parameters, goals and results. It's that simple.

Confidence
As obvious as it might sound, believing in yourself, and the idea, product or service you're selling, works wonders. Walk into a meeting with the confidence that you have a very real and valuable asset to offer and with the knowledge that not every prospective client is the right fit.

Don't hold yourself to unrealistic standards that every meeting or pitch should convert to a sale. And don't feel pressured to accept business from clients you dread working with. Know that you are capable of using confidence to build your business and attract the right partners.

Related: The Sales Rule Most Entrepreneurs Break

Cristi Young is a New York City-based writer and the founder of No.2 Creative, a branding firm that offers editorial content and strategies for companies looking to grow and refine their brands. Combining classic communication models with creative tactics and delivery, Cristi thrives on telling stories that make an impact.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Editor's Pick

Business News

JPMorgan Shuts Down Internal Message Board Comments After Employees React to Return-to-Office Mandate

Employees were given the option to leave comments about the RTO mandate with their first and last names on display — and they did not hold back.

Innovation

4 Ways Market Leaders Use Innovation to Foster Business Growth

Forward-thinkers constantly strive to diversify and streamline their products and services, turning novelties into commodities desired by many.

Business Ideas

70 Small Business Ideas to Start in 2025

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2025.

Leadership

From Elite Athletes to Tech Titans — Discover the Surprising $100-Million Habit That Leads to Extraordinary Success

Success comes from mastering focus, eliminating distractions and prioritizing what truly matters.

Side Hustle

'Hustling Since Middle School': She Started a Side Hustle on Facebook Marketplace — Then a 'Game-Changer' Grew It to $25,000 a Month

Leena Pettigrew's "entrepreneurial spirit" inspired her to build a business with earnings that outpaced her full-time income.

Growing a Business

How Meta Generated $32 Billion in Ad Revenue Last Quarter — and How You Can Create Million-Dollar Weekends Using the Same Strategies

Meta's staggering $32 billion quarterly ad revenue isn't just about size; it's about strategy, systems and execution as well.