...a thought struck me last night....

[Dave A]

Then don't sell!

Sometimes this isn't an option in small businesses, especially start ups where you have to be head of every department.

Perhaps I did a bad job of making the point I was trying to make...

Yes, the small business owner typically has to generate sales. But it only has to be selling if you're trying to sell ice to eskimos (i.e. you are trying to get someone to buy something they don't want or need). If the person wants or needs your product, no selling is required. You only need to find them (or have them find you), then inform (and sometimes educate) them on how your product satisfies their need or want.

From there the "sale" takes care of itself.

[Citizen X]

Perhaps I did a bad job of making the point I was trying to make...

Yes, the small business owner typically has to generate sales. But it only has to be selling if you're trying to sell ice to eskimos (i.e. you are trying to get someone to buy something they don't want or need). If the person wants or needs your product, no selling is required. You only need to find them (or have them find you), then inform (and sometimes educate) them on how your product satisfies their need or want.

From there the "sale" takes care of itself.

The basics of marketing, need satisfaction, identify the market need..