Selling As Serving: A Guide For Small Businesses

Renee Wells
Sep 10
6 min read

Updated: Sep 12

Recently, my friend confessed that to her, selling seems so unchristlike. It feels selfish and abrasive. It seems disingenious to someone whose heart is to serve others.

If the thought of "running a sale" feels pushy or out of alignment with your calling, you are not alone.

You got into business to serve, to heal, and to help others see the God-given beauty and light within them. The good news is, you can run promotions in a way that feels just as much like a ministry as your hands-on work does.

This post aims to change your perspective on selling and provide a foundation for running sales and promotions. It's up to you to seek the specific advice needed to transform in this area. If you want personalized support, book an initial meeting here!

A Simple Approach to Selling

Your business is a stewardship of talents and it's my heart to help you invest in that gift by offering wisdom I've gained over two decades of being in the marketing and communication industry.

Wisdom will prevent you from getting caught in the trap of comparison. It will enable you to act with integrity and make decisions confidently, rather than imitating others. The way you conduct sales and promotions should be something that would personally interest you. It should be unique.

What does That Look Like?

You should know that there is room for redemption in the sales and marketing industry. We actually need to relearn what it is sell.

Running a sale or creating promotional content isn't a selfish scheme; it's a special opportunity for the select people you were called to serve to say "yes" to the transformation you offer. If you don't show up, they don't receive that transformation.

It should feel like an extension of your mission, not a task. And because we're doing things different than the world, it does take courage, authenticity, a pure heart and a little bit of wisdom.

If you're feeling uncertain about when and what to do, let's go over a few gentle tips that bring running sales and selling back into alignment with your heart to serve others.

"Selling is less about convincing and more about helping someone walk in a direction they've already decided they want to go."

Five Gentle Tips:

1. Reframe 'Selling'

First things first, let's change our language. Words are so, so powerful and 'targetting' people to coerce them into buying is a little harsh!

When you are selling, you are not pushing a product or a service.

You are using a tool to break down the barriers keeping someone from experiencing the peace, confidence, and well-being your product or service genuinely offers.

Sales and promotions are intentional invitations with the goal to make it a little easier for someone to take action on something they already want. That's all. You're not convincing them that they need to be transformed. They already want healing! They already want help. They need a reason to say yes.

Can you see how this is an act of service? From a place of genuine care and attention (and ALSO a little bit of non-attachment) you help your perfect audience graciously accept this offer.

Let's talk about creating that offer.

2. Create a Simple Rhythm (The "When")

You don't need a new sale every week. That's exhausting and can devalue your work. Instead, create a gentle, predictable rhythm.

A good rule of thumb is to plan one special offer per season or quarter. This gives you space to serve your clients well and makes your promotions feel truly special.

Tie it to the season: Think "Spring Renewal Facial Package," "Summer Glow-Up," or a "Cozy Up for Fall" wellness special.

Tie it to a holiday or signficant day to your audience: It doesn't have to be the top 4 holidays. Find a holiday that fits your business. Mother's Day, Back to School, or the New Year may all be natural fits.

Tie it to your business: Celebrate your business anniversary with a special thank you offer for your loyal clients.

NOTE: Give yourself the time and space to think of a sale strategy. I'm also not a fan of flash sales. People need TIME to take action. Most of us need 5-7 opportunities to be in the right place at the right time with our minds made up. You may need a couple of weeks to acheive this.

3. Focus on a Single, Clear Offer (The "What")

Overwhelm is the enemy of action. Don't try to discount everything at once. For each promotion, choose one primary service or product bundle/collection to highlight. This creates clarity for you and your clients.

Is there a service your clients love but might see as an indulgence? An offer can be the nudge they need to treat themselves. This is especially helpful for higher ticket services/items like bundles or products that offer quality and longevity (meaning they last a while!)

Are some of your products or services truly seasonal? Help people celebrate the season with stocking up on their favorite non-toxic remedies and products or scheduling a peel/laser appointment. It truly helps them live seasonally, which is what we all value! 🎃🎄🌸☀️

Can you bundle a few services or products together? For example, a "Total Relaxation Package" that includes a facial, a massage, and a take-home product.

Do you want to introduce clients or customers to something new? Create a special introductory price for a new service or product line. This can be a running promotion (not seasonal) but it can also be for a limited time only. If you have a new service provider, for example, you can offer 20% off their services for a limited time only to fill their books.

4. The "3-Email Invitation" Sequence

For your email list, think in threes. It's simple, respectful, and effective.

Email 1: The Heartfelt Announcement. 1-2 weeks before the offer begins, share the "why" behind it. Talk about the transformation. Example: "I've been hearing from so many of you about how tired your skin feels after the winter. That's why I've put together a Spring Renewal package designed to bring back your natural glow..."

Email 2: The Story. Midway through the offer, share a story. Stories are VALUABLE. Instead of adding more promotional phrases to their brain space, you add value to their lives when you share a story about a transformation they actually would like to experience. It could be a client testimonial or a brief note about the results this service or product provides. This builds trust and connection.

Email 3: The Loving Last Call. On the final day, send a simple and gentle reminder. This isn't about pressure; it's about service. Example: "Just a loving reminder that the Spring Renewal offer ends tonight. I wanted to make sure you didn't miss this chance to invest in your wellbeing."

NOTE: 3 is really the minimal amount. Sometimes it takes 5-7 emails in this same category to truly give someone the appropriate amount of opportunities to say yes to your offer.

5. Show, Don't Just Tell on Social Media

On social media, your goal is to be helpful, relational (SOCIAL media) and honest. During your promotion, sprinkle in content that supports your offer without just shouting "SALE!"

Go Behind the Scenes: Show a quick video of you setting up for the featured service or creating the product. Let people feel the peaceful energy of your space.

Educate Gently: Share a tip related to the problem your offer solves. If you're promoting a hydrating balm, share 3 tips for combating dry skin at home (what to do, what not to do, then slip in the offer as a choice)..

Answer Questions: Create a quick reel or post answering the most common questions you get about the service or product. Let your answer include your key messages about this service or product (not sure how to do this? Let’s chat! Schedule an initial meeting, here)

Share the Love: Post a beautiful, anonymous quote from a client about how they felt after their service or after using your product.

"You can run promotions in a way that feels just as much like a ministry as your hands-on work does."

Check out this video blog: Creating Non-Sales-y Content (That Still Grows Your Business!)

Selling is Not Selfish

Your God-given gifts are meant to be shared.

In fact, you were created to share them as an act of love and service to others.

By creating thoughtful, heartfelt invitations, you are not just running a sale; you are extending your hand to make it easier for those you're called to serve to receive the blessing of your work.

Final Thoughts

It's impossible to include an answer for every question or apprehension about sales and promotions. My heart is really to get rid of any misinformation with this post and to encourage you to get out there.

If you’d like specific support or have more questions, please reach out! It's my pleasure to help you create and maintain fruitful relationships in business.

With thanks,