Small business owners must play many different roles over the lifespan of their business, but perhaps the most important role owners play is that of salesperson, as the success of a small business rests heavily on the owner's ability to sell.

Successfully selling in a small business is more than just selling a product or service, as selling skills apply to every aspect of the entrepreneurial process. A small business owner must be able to obtain credit from a supplier and funding from lenders by convincing them that their small business is a viable and sustainable endeavor.

Small business owners must also be able to convince employees to commit to strengthening the business, which may involve working overtime, working weekends, increasing productivity, and adjusting to changes in work processes. Suppliers may need to be persuaded into delivering a product on time, or even ahead of time, and clients may need to be cajoled into paying an account.

Many small business owners, including those with no prior sales experience, are considered excellent salespeople because of their strong desire for the business to succeed and a passion for what they do, along with a variety of other emotions that go along with owning a business.

The owner of a business also carries greater influence with potential clients and business partners than a typical salesperson, and some may believe that they are getting a better price when dealing directly with the owner. Ultimately, the success of a business is the responsibility of the owner, which drives them to make the business succeed and helps them commit to doing whatever it takes.

"Small Business Owners Are Salespeople in Disguise"

Fort Worth Business Press (08/11/08) Gitomer, Jeffrey