Sales Made Simple: How to Stop Selling and Start Solving Problems

Part 3 of 6: Professionalizing Your Small Business

Inspired by Donald Miller’s “How to Grow Your Small Business”

Let’s be honest — most small business owners hate selling.

We love our products, we believe in our services, but when it comes to “closing deals,” it suddenly feels awkward.

You don’t want to sound pushy. You don’t want to be that kind of salesperson.

But here’s the truth: selling isn’t about pressure — it’s about helping.

1. Why Many Entrepreneurs Struggle with Sales

When I coach business owners, I often hear the same frustrations:

• “I know my product is good, but people aren’t buying.”
• “I’m getting inquiries, but they don’t convert.”
• “I’m not good at sales — it feels unnatural.”

Sound familiar?

That’s because most entrepreneurs talk too much about their product and too little about their customers’ pain.

Story: The Café Owner Who Talked Coffee Instead of Connection

I once coached a café owner who kept talking about her beans — single-origin, roasted locally, sustainably sourced.

But her customers didn’t care about beans; they cared about a break from stress and a place to connect.

When she changed her messaging from “We sell great coffee” to “We give you the pause you deserve,” her sales increased by 40%.

Donald Miller says it best:

“If you confuse, you lose. And when you clarify, you win.”

Customers don’t buy the best product — they buy the one they understand fastest.

Take Action: Identify and write down three common pain points your customers face. Start tailoring your messaging to address these pain points rather than focusing solely on your product features.

2. The Mindset Shift: Sales Is About Love, Not Manipulation

In How to Grow Your Small Business, Miller reframes selling as an act of love.

You’re not convincing people to buy something they don’t need — you’re helping them solve a problem they deeply care about.

Story: The HR Consultant Who Stopped Selling and Started Serving

A client of mine, an HR consultant, used to open meetings with a long presentation about her services.

One day, I asked her to try something different — begin by asking, “What’s your biggest challenge in managing your people right now?” This simple shift in focus brought a sense of relief, as she no longer felt the pressure to ‘sell‘ her services.

That simple question changed everything.

Her clients started opening up, and within weeks she closed more contracts — not because she “sold harder,” but because she listened better.

When you approach sales this way, it’s no longer about “closing deals.”

It’s about opening relationships.

Take Action: Before your next sales meeting, prepare a list of open-ended questions to ask your clients about their challenges. Practice active listening to understand their needs better and frame your solutions accordingly.

3. The StoryBrand Sales Framework: Be the Guide, Not the Hero

One of Miller’s biggest lessons is this: You are not the hero — your customer is.

Your role is to be the guide who helps them win their story.

Story: The Real Estate Agent Who Became the Guide

A real estate agent I worked with used to say, “I’m the best broker in the city.”

When we reframed his message to: “I help families find homes where memories begin,” everything shifted.

He stopped being the hero — and became the guide. This shift in perspective empowered him, and his conversations became more emotional; his referrals tripled.

His conversations became more emotional, and his referrals tripled.

Here’s the simple StoryBrand flow you can apply to every sales conversation:

1. Identify the problem – What’s their pain point?
2. Position yourself as the guide – Show empathy and authority.
3. Give them a plan – Offer a simple, straightforward path forward.
4. Show them success – Paint a picture of life after solving the problem.
5. Call them to action – Invite them to take the next step.

When you stop talking about yourself and start guiding your customer, trust happens — and trust drives sales.

Take Action: Revisit your sales scripts or pitches. Modify them to reflect the StoryBrand framework: pinpoint a common problem, present yourself as a supportive guide, and clearly outline a path to success for your customers.

4. The 5-Step Sales Conversation You Can Use Today

Let’s make it practical.

Here’s a simplified version of Donald Miller’s 5-step process you can use immediately:

1. Build trust—ask questions before presenting anything. Listen.
2. Clarify the problem – Help them name what’s holding them back.
3. Present your plan – Share your simple 3-step solution (e.g., “Assess → Align → Apply”).
4. Describe success – Paint a clear before-and-after picture.
5. Call to action – Invite them to decide (“Would you like me to help you implement this?”).

Story: The Construction Supplier Who Found Clarity

A construction supplier I coached realized he always started by sending quotes.

But after learning this framework, he began asking, “What’s the biggest frustration you face in your current projects?”

Clients started responding differently.

They began to see him not as a supplier, but as a partner.

Sales didn’t just increase; relationships deepened.

Take Action: Create a simple worksheet based on the 5-step process. Use it in your next sales conversation to ensure you build trust, clarify the problem, present your plan, and describe success effectively.

5. Why Clarity Converts

Most business owners think they have a “sales problem,” when in fact they have a clarity problem.

When your message is confusing, people hesitate.

When your offer is clear, they buy with confidence.

Clarity builds trust.

Trust builds relationships.

And relationships build revenue.

Story: The Interior Designer Who Simplified Her Offer

One designer simplified her packages from “Silver, Gold, Platinum” to just one clear message:

“We help busy professionals transform their homes without the stress.”

That one sentence — clear and emotional — doubled her inquiries in a month.

Take Action: Review your marketing materials and sales pitches for clarity. Simplify your messaging into a single, clear statement that encapsulates the main benefit your customer will receive.

6. From Selling to Serving

The next time you’re about to make a sales call or send a proposal, ask yourself:

“Am I trying to sell something, or am I trying to solve something?”

When your focus shifts from selling to serving, everything changes. You’ll find that people listen more, conversations flow naturally, and yes-sales follow. And at the end of the day, you’ll feel a sense of accomplishment, knowing that you’ve helped your customers make progress.

People listen. Conversations flow naturally.

And yes — sales follow.

Because at the end of the day, people don’t buy products — they buy progress.

Take Action: Challenge yourself to approach your next sales interaction as a service opportunity. Focus on how you can solve your customer’s problems, rather than simply closing a deal. Reflect on the outcome and adjust your approach as needed for future interactions.

Final Thought

Donald Miller reminds us:

“Confused people don’t buy. Clear people do.”

If you want your business to grow, simplify your sales process.

Speak to the problem. Offer a clear plan. Paint the picture of success.

And always, always serve first.

When you lead with clarity and empathy, selling doesn’t feel like selling anymore — it feels like helping.

And that’s precisely how small businesses grow.

 

At Archon.Ph, we help entrepreneurs master the art of selling with clarity through our Built to Grow™ Coaching Program — where clarity builds trust, and trust drives sales.

Want to learn how to simplify your sales conversations and close more deals with confidence?

Let’s talk. Book a free discovery call and start turning your conversations into conversions.

Question for you:
What part of your sales process feels most challenging right now — starting the conversation, presenting your offer, or asking for the sale?

Let’s start the conversation in the comments.