If you really want to become superb at getting customers, you really must understand and be able to practise the art of it, the slightly intangible element of sales.

Your ability to sell effectively is as important to your ability to get customers as anything else, and it always will be. If you have a team around you, the same obviously applies for your team.

I highlight this because most business owners don't go into business to sell. They don't think, “I'd like to leave this lousy job I'm in and spend all day selling things to people,” because most people don't particularly like the idea of selling. You normally go into business because you really want to get out of the job you're in, or you're really motivated to carry out a service or offer a particular product. As I'm sure you've realised by now, this is nowhere near enough to be successful. Everything in your business success boils down to just two things. Sales and Marketing.

Whether you're growing a huge company or starting a local business from your back bedroom, you are an Entrepreneur. As an Entrepreneur, you have to get great at selling, not just so you yourself can sell but so that you can also make sure the key people on your team are also doing it well.

There are all sorts of ways to improve your sales skills. You can take courses, read books, and attend seminars, but my core message to you is that you need to understand the fundamental importance of sales as part of the customer attraction and acquisition strategy within your business.

George Foreman, the two-time world heavyweight champion, Olympic gold medallist, and Entrepreneur, said that if he could teach his children one thing in life, it would be to sell because then, in his words, “They will always be able to pay the mortgage.”

Also, in this economic environment, the blunt truth is that those that can sell will survive and those that can’t, won't.

So start to become fascinated with the art and science of selling.