Reframe 'Selling' to Completely Transform Your Marketing (And Make It Fun)

If the thought of "selling" your fractional services makes you cringe, you're in excellent company. Most fractional executives - whether in marketing, operations, finance, or technology - have built their careers on expertise, not sales. The idea of putting yourself out there, reaching out to prospects, or promoting your services feels icky, gross, and uncomfortably self-promotional.

But here's the problem: that mindset is killing your business growth.

The Unsustainable Trap Most Fractional Executives Fall Into

When you start your fractional journey, things often feel easy. A former colleague reaches out, a past manager hires you, and suddenly you're making good money doing work you love. You think, "Maybe I can make this a real thing."

This referral-based approach might sustain you for months or even years. You haven't had to "sell" anything, and that feels comfortable. But you've also built something completely unsustainable - a business entirely dependent on factors outside your control.

When you want to pull a lever during a slow quarter, you're starting from scratch. You have no systematic way to generate opportunities, no sustainable sales process, and no ability to predictably grow your business.

Why Selling Feels So Uncomfortable

The discomfort around selling typically stems from three core fears:

1. Fear of rejection - Nobody wants to be told "no" or feel unwanted
2. Fear of being pushy - You don't want to bother people or seem aggressive
3. Discomfort with self-promotion - Talking about yourself and your services feels cringy

These fears create a vicious cycle. When you do reach out, you do so hesitantly, without conviction or confidence. And that uncertainty comes through clearly to prospects. People are smart - they sense your energy, read your language, and respond accordingly. If you seem hesitant about your own value, why would they be confident in hiring you?

The Mindset Shift That Changes Everything

Here's the reframe that transformed my approach to business development: You are not taking from prospects - you are giving to them.

Think about what happens when you work with a client. You add significant value. You solve problems they couldn't solve themselves. You take them from point A to point B using expertise they don't possess.

They hire you for one reason: to accomplish something they cannot accomplish without you.

So consider this: They are legitimately lucky to have you. The value you provide significantly exceeds what you charge. You're offering them a positive ROI opportunity, and by not making them aware of your services, you're actually doing them a disservice.

This isn't arrogance - it's acknowledging the reality of what you deliver for clients.

From Taker to Giver: A New Approach

When you shift from a "taker" to "giver" mindset, your entire approach changes. Instead of thinking "I need to get clients," you think "I need to help companies solve problems they're struggling with."

This enables you to approach prospects with three powerful elements:

1. Empathy and Understanding

You genuinely want to understand their situation. What challenges are they facing? What problems keep them up at night? You approach conversations with curiosity rather than an agenda.

2. Generous Insight Sharing

You freely share valuable perspectives, best practices, and lessons learned from your experience. You might discuss how Uber approached a similar challenge, or share a framework that's worked well for past clients.

You're not giving away your services for free - you're demonstrating your expertise and building trust. The insights are valuable, but implementation still requires deep expertise and significant effort.

3. Collaborative Invitation

After establishing understanding and demonstrating value, you invite them into a partnership. There's a natural progression from "here's how other companies have solved this" to "why don't we create a formal arrangement where I help you implement this approach?"

Practical Application: Content That Adds Value

When creating content, constantly ask yourself: "How can I add maximum value to my ideal client?"

If you help companies with marketing analytics, think about the founder struggling to understand which marketing channels are working. What are their pain points? How can you provide genuine value through your content?

You might share:

• Common mistakes companies make with attribution
• Best practices from high-performing companies you've worked with
• What an effective marketing dashboard should include
• The top five metrics every founder should track

Some readers might take this information and implement it themselves. That's fine - for every one founder who does this, there are 95 who think "I don't have time or expertise to learn all this myself. I should hire this person instead."

The Right Way vs. Wrong Way to Reach Out

Most LinkedIn outreach focuses on the sender: "Hi Bradley, I offer video editing services for social media."

My honest reaction: "That's good for you. That has nothing to do with me."

These messages get immediately discarded because they're entirely self-focused. The sender hasn't asked if I have a problem, shown any curiosity about my business, or offered any value.

Compare that to outreach that starts with genuine curiosity: "Hi Bradley, I noticed you're creating video content for your business. Many founders I work with struggle with [specific problem]. Is this something you're experiencing?"

This approach demonstrates several things:

• They've done basic research about my business
• They're focused on my potential challenges, not their services
• They're offering to help solve a problem rather than sell a service

I respond to this type of outreach - sometimes even hiring people who approach me this way.

Handling Rejection: Part of the Game

Will some people respond rudely? Yes. Will some tell you to leave them alone? Absolutely.

Here's the reality: if you're going to build something meaningful, not everyone will like you or want what you offer. That's simply part of doing business.

The worst-case scenario is someone saying "I don't have this problem. Leave me alone." You have two choices when this happens:

1. Recognize they might be having a bad day, it's not about you, and move on
2. Let it completely shut you down and confirm your worst fears about being a "bother"

Choose option one. Every time.

Making the Shift: From Obligation to Opportunity

When you truly internalize that you're offering value - not seeking it - everything changes. Business development becomes less about self-promotion and more about problem-solving. You're not bothering people; you're giving them opportunities to improve their businesses.

This mindset shift made selling fun for me. Instead of dreading outreach, I got excited about finding people with problems I could uniquely solve. I started thinking "How can I add value? How can I help? Who are the companies that would benefit most from what I do?"

Your Next Steps

1. Acknowledge your value: Write down the specific outcomes you create for clients. Get clear on the ROI you provide.
2. Identify pain points: What problems do your ideal clients face that you're uniquely qualified to solve?
3. Practice the reframe: Before any outreach or content creation, remind yourself that you're offering value, not seeking it.
4. Start with empathy: Lead every interaction with genuine curiosity about their challenges.
5. Share generous insights: Look for opportunities to demonstrate expertise without giving away the farm.
6. Expect some rejection: Know that not everyone will be interested, and that's perfectly normal.

The fractional executives who thrive are those who learn to see business development not as self-promotion, but as a service to companies who need their expertise. When you make this shift, not only does business development become more effective - it becomes genuinely enjoyable.

Your expertise is valuable. Companies need what you offer. Your job isn't to convince them of your worth - it's to help them recognize the problems you solve and offer them a chance to work with you.

That's not selling - that's serving.

Mylance

‍This value-added article was written by Mylance. Mylance takes your marketing completely off your hands. We build the marketing machine that your Fractional Business needs, but you don't have time to run. So it operates daily, growing your brand, completely done for you.Instead of dangling numbers in front of you, our approach focuses on precise and thoughtful input: targeted outreach to the right decision makers, compelling messaging that resonates, and content creation that establishes trust and legitimacy.To apply for access, submit an application and we'll evaluate your fit for the service. If you’re not ready for lead generation, we also have a free, vetted community for top fractional talent that includes workshops, a rates database, networking, and a lot of free resources to support your fractional business.