I can do it. In fact, I got quite good at it through practice and some excellent mentors.

But I never enjoyed it.

What I've discovered over the last few years though has made selling for me much easier.

In fact whenever I've taken on 1-1 clients recently the “sales process” has consisted largely of me asking them a few questions to understand what they'd like to achieve so I can be confident I can actually help, then simply describing how we could work together.

No real selling involved.

After that they've asked how much and what my bank details were so they could send over the fee.

I used to think the role of marketing was to get you a meeting with potential clients.

But recently I've realised that one of the real secrets of marketing is to “pre-sell”. To ensure that the first time you meet with a potential client (or speak on the phone) they're already very close to buying.

For me, that means the materials on my website, and perhaps on my social media profiles and feeds have to “prove” to potential clients that I know what I'm doing, that I have lots of ideas and experience that will help them to get more clients. And that I can work with people like them – that they'll get on with me.

For you, that might happen through presentations you give, or even a book you've written rather than online stuff. But there will be something you can do.

And if you can pre-sell your services it puts you at a huge advantage against competitors who don't.

These days by the time a potential client calls you their mind is largely made up based on what they've seen so far.

If you can be the one that stands out and inspires confidence before you've ever met them then you'll be in pole position once they make those calls.

If you're lucky, you'll be the only call they make.

Yet most marketing is simply aimed at connecting. At getting that first meeting. Rather than setting up that meeting for success.

So take a look at your website. Your online profile. Anything clients see or get from you before you actually meet.

If you were a potential client, would it inspire you? Would it give you confidence that this was a great person to help you? Someone who would really understand your issues? Someone with the skills and track record to help? Someone you could work with?

Because if you don't pre-sell your clients, someone else will.