Lately I’ve had a lot of calls from people who need help expanding their businesses. Whether they are small business owners or working in a firm of some sort, their request is the same: “I need to get our name out there. I want to bring in more business. I wish I could get more recognition.”

And then come the downside concerns.  ”I’m not sure how long I can keep this thing going. Maybe I should be thinking about alternatives. I’m losing confidence in myself.”

And then finally the question: “What should I be doing?”

And after working with so many on solving this problem, I realized it’s not a matter of DOING. It’s a matter of BEING.

What people in business really need to succeed is this:

Transform from being “you” into “You, Inc.”™

You, Inc. means:

• You see yourself, and present yourself, as a distinct business entity.
• You know and control your brand, whether for your business or personally (even better, for both!).
• You know what products and services to offer.
• You’re attractive to potential partners, clients, and customers.
• You’re confident in your pricing.
• You’re comfortable closing the sale.
• You’re able to expand your reach into profitable new arenas.

Imagine what could happen in your business world if you grew from “you” to “You, Inc.”

Would you show up more confidently in meetings or when networking?

Would you master the words to wrap around your unique brand?

Would you claim your place in your industry, proudly standing up to the competition?

Would you draw customers and partners and investors to you, as a business/business person they want to affiliate with?

Would you treat your business like a “real” business?

Would you communicate to your employer your true talents and expectations?

Would you go after that big promotion, that big sale, that incredible opportunity?

Be You, Inc. instead of just you, and discover how “being” instead of “doing” leads to more business, without all that busy-ness! It’s the shortcut to success, without having to try so hard.

Everywhere we turn, there’s a giveaway, a coupon, a “deal”, a sale, an enticement, anything to get our attention for a brief second until our flightly attention span is yanked away by another bright shiny offer.

Whatever happened to the direct, honest, careful, accurate and complete approach to presenting a product or service and making a sale? Where’s the promise of quality, features, and benefits?

I’m not above accepting all those “ethical bribes” where you get something for nothing, but I feel like my quality standards are being chipped away and soon all that will be left is the “nothing.” Like Dad always said, “You get what you pay for.” I’d rather pay and get something worthwhile. What about you?

In our culture as we grow up, we begin to “hide” ourselves from others until we feel we can trust them enough to reveal who we truly are. Why this hesitation to share our hopes and doubts, dreams and failures, flaws and magnificence? Watch young children perform on the stage and they have no such trepidation. Unfortunately, we learn through enough uncomfortable experiences not to share ourselves, often out of fear of looking foolish, feeling incapable, or appearing unknowledgeable.

Confidence is based on the self-trust developed when we know ourselves deeply and possess a humble yet unbreakable sense of our unique self-worth and natural talents. Cloaked in this armor, it becomes unnecessary to “sell yourself” – authentic sharing will do. And sharing opens doors. People more readily trust you when you trust yourself. Relationships develop more quickly, including business partnership and collaboration opportunities. Customers are more easily attracted because they are not being “sold”, leading to more sales because people buy from people they trust.  Trust yourself, and you become trust-worthy; worthy of even the people you do not know well.

Try this five step process to gain the confidence necessary to authentically share yourself:

1. Inventory your skill set. When was the last time you wrote down a list of all the things you are good at? Look inside all aspects of your life by thinking of all of the roles you play. You have strong skills in every area. List them!

2.  Know what kinds of problems you solve. Think of times when you have helped someone, both in life and in business, find the common threads, and you will discover your problem-solving expertise.  And believe me, if you can alleviate someone’s problem, they will want to know you!

3.  Examine your emotions. Are you timid? Plant a clear view of your goals in your mind and march straight toward achieving them. Overwhelmed? Start with small steps and acknowledge small successes. Uncomfortable? Shift your attention away from yourself. Whatever emotion you are feeling, find a way either through it or around it.

4.  Mark your boundaries. We all have limits on what we are willing to share with others. Know and understand your boundaries ahead of time. Think of a diversionary question to ask when you’d like to redirect the conversation.

5.  Venture forth and share. From exploring your roles, you know what common ground you share with others. From defining your skills and problem-solving abilities, you know what expertise you uniquely possess that others might flock to you for! And, you have removed all personal risk by having a defined path through or around the emotional quagmire, with rock solid boundaries.  So step out!

Get comfortable with yourself, and you will be comfortable in new situations, no matter who is in the room. No need to ‘sell’ anymore either, when you understand that you have something of authentic value that others need, an ability to help solve their problems. Take the focus off of yourself, make the conversation about them, find the common ground, share your experience, and watch the door between you and strangers suddenly fly open right in front of your eyes.  Don’t be surprised when they say, “Come on in!” and after a few moments you will realize that you are strangers no longer. Try these simple steps to creating self-trust and self-confidence, and step out today, sharing and not selling.