A top type sales person can subtract themself from scene while approaching a potential customer, smile, offer a hand, and in this, begin selling task. Their preferences, views, attitudes, values, even their ego, are safely tucked out of way. Nothing is allowed to interfere with task of understanding customer and fulfilling their needs.
Most small business people find it difficult to manage this well. In a shop, a smile and an offered hand, maybe. But even this is denied when you own an online business. You have only your site upon which to demonstrate your credibility and expertise. And words are most effective tool you have at your disposal.
Build A Professional Image
To make words work, consciously build a business self. A person who rises above or stands aside from bothersome negatives present in day to day living. Got a temper? Bury it. Want to argue? Don't. Are you one who believes deeply about things? Forget those convictions not related to doing business.
The latter can be particularly hard to do. If you favor your religion over others, your convictions must not be revealed on your site. Many will disagree, which is counterproductive. If you can't abide children, never let it show. There are an endless list of notions such as these that simply must be set aside in running a business.
Once you have defined that part of yourself you are willing to share with others, never depart from this definition, even momentarily.
Avoid The Risk Of Negatives
The above may seem harsh. I can picture many business people I know saying this isn't so. They take position that its sufficient to let yourself shine through. Unfortunately, they are wrong.
We can't risk anything that may appear other than positive to our visitors. In short, we must always put our best foot forward. Always take care not to offend. Some of our convictions must be restrained, and never be allowed to "shine through."
Your religious, ethnic, and nationalistic convictions have no place in business. If you can't grasp this easily, ask yourself if you are willing to share your sexual convictions on your website. Or your attitudes toward opposite sex.
A Disasterous Example
Years back I was gathered with about a dozen fellow teachers sharing our lunch break. Devoted brown-baggers, we had at least this in common. Groups were clustered here and there deeply involved in solving their vision of world problems. Two women were sharing cat stories.
Abruptly one teacher said to group as a whole. "I hate cats. When I'm driving, I try to hit them."
The silence as they say was deafening. The two women who had been chatting about cats tossed a steady stream of angry darts with their eyes.
I think this was about dumbest thing I've ever heard a person say. And I said so. The fellow glowered at me for a time, then left room. He was substituting at school for day. I've always wondered if maybe it was such opinions, freely voiced, that prevented him from finding a permanent position.