Embracing Failure: What It Means to Suck at Sales but Still Own the Company

Running a business comes with a multitude of challenges, but for entrepreneurs who struggle with sales, owning the company can feel like a unique dilemma. Sales, often seen as the lifeblood of any business, can be intimidating and frustrating for those who don’t naturally thrive in it. But what happens when you own the company, and selling is something you not only dislike but also aren’t particularly good at?

The good news is that you’re not alone—and more importantly, this isn’t a death sentence for your business. Here’s why struggling with sales doesn’t have to hold you back, and how you can leverage your other strengths to build a thriving company.

Acknowledging the Struggle

First, it's important to acknowledge the elephant in the room: you suck at sales. And that’s okay. The notion that a successful entrepreneur must excel at every aspect of the business is a myth. No one is great at everything, and many successful business owners will admit that sales is not their forte. The key is recognizing this gap and figuring out how to bridge it, rather than pretending it doesn't exist.

You’re Not the Face of Sales—Your Business Is

As the owner, you might feel like you need to be the main person driving sales, but that’s not necessarily true. In fact, your role as the visionary and leader of the company can be separate from the sales function. Your business has its own identity, and it’s that identity that will attract customers—not necessarily your personal ability to sell.

If sales feel unnatural, look at ways to enhance your business’s appeal. A great product or service often sells itself when properly marketed. Focus on delivering value and making sure that your product or service stands out in the market. Let the quality of your offerings and the experience you provide do the heavy lifting.

Leverage Your Strengths

Sales is just one aspect of running a business. Maybe you’re not the one to close deals, but you likely have other strengths that brought you to this point. Are you great at product development, strategic thinking, or operations? Do you excel at building relationships or understanding market trends? Owning your weaknesses means you can also own your strengths and use them to support other areas of your business.

Delegating sales to someone else might be the best decision you ever make. Hiring a sales manager or team can free you up to focus on what you do best, and they can drive revenue in a way that suits your company’s goals.

Systems and Processes Are Your Friends

One way to minimize the struggle with sales is by putting systems and processes in place. Creating a repeatable and scalable sales process can help you rely less on raw sales skills and more on a system that works. A sales process, built with the help of professionals, can include scripts, workflows, and automated tools that guide prospects from initial contact to closing. This way, the system takes over the heavy lifting, and your role becomes more about guiding the process than directly selling.

Authenticity Over Aggressiveness

If you don’t have a natural sales gene, it can be tempting to force yourself into a more aggressive, traditional sales persona, but that often backfires. Customers appreciate authenticity over a hard sell. Focus on being genuine and passionate about what you’re offering. People buy from people they trust, and your sincerity can be a powerful sales tool.

Even if you’re not an expert at closing deals, your passion for your product and your vision for the company can resonate with potential customers. By being open and honest about your journey and your values, you can build a customer base that believes in your business.

Build a Sales Culture, Not a Sales Team

If sales isn’t your strong suit, building a sales-driven culture within your company can make up for it. Surround yourself with people who are enthusiastic about selling and who believe in what the company offers. Create an environment where everyone—from marketing to customer service—plays a role in the sales process. When every member of the team is aligned with the company’s goals, sales become a shared responsibility.

Empower your team to own customer relationships and contribute to revenue generation in their own way. This fosters a collaborative approach where sales success is not just reliant on one department or person.

Adapt and Learn

Being bad at sales is not a permanent condition. You can improve over time. Attend workshops, read books, and get coaching. Understanding the psychology of selling and learning practical techniques can make a significant difference, even if it’s not your favorite part of the job.

By approaching sales as a skill to develop, rather than a talent you lack, you can gradually build confidence. You don’t have to transform into a sales superstar, but incremental improvements can have a profound impact on your business.

My Final Thoughts

Owning a business means wearing many hats, but it doesn’t mean you have to wear every hat well. Struggling with sales is a challenge, but it’s not an insurmountable one. By leveraging your strengths, building a capable team, and creating systems that work for you, you can overcome your sales shortcomings and still run a successful company.

In the end, the most important sales pitch is the one you make to yourself: believing that you are capable of leading your company, even if selling isn’t your strength.