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Small businesses account for more than 99 percent of all American businesses, according to the U.S. Small Business Administration.

The success of a small business rests on the owner’s ability to sell. Business owners have about 50 different hats to wear, but sales is the biggest hat an entrepreneur wears. Actually, without the sales hat, the other hats are useless.

And, when I say sales, I’m not just talking, “Hey, please buy my stuff.” Sales is not just selling your product or service. There are meaningful uses of selling skills that permeate every facet of the entrepreneurial process.

Here are a few of the sales jobs that a small business owner must perform:

• Getting credit from a supplier – Convincing your suppliers that you’re creditworthy is sometimes as good or better than a bank loan.

• Getting a loan from a banker – A true sales job. You have to convince your banker you deserve the loan and can repay the debt.

• Getting small favors from employees – Work overtime, work weekends, work more productively, change work processes.

• Getting something delivered on time – Sell the supplier on the idea that delivery is imperative to serve your customers or expand your business.

• Satisfying a disgruntled customer – You don’t want a bad experience to cost you a customer, so you sell acceptable solutions.

• Getting payment for an invoice – Payroll is due. You have no cash, but you do have receivables. You must collect that check.

What makes small business owners so good at sales, even if they have had no previous experience? Desire, fear and about 50 other emotions associated with the risk and spirit of adventure that the entrepreneurial process breeds, including the love of being on your own and the passionate belief in what you’re doing.

Here are 7.5 reasons why business owners sell best:

1. The responsibility for the success of the business is yours. You won’t let your business fail due to lack of sales, so it’s your job to sell until it’s successful.

2. The business is your child. You sell best because you know your product or service best. You are responsible for feeding and nurturing your business.

3. You can make deals no one else can make. People think when they buy from the owner they’re getting a special deal, may not have to pay a commission and are getting the best price.

4. People like to buy from the owner. Customers know they’ll get special attention and special appreciation.

5. Customers have a special confidence in you. You sell it because you believe in your business. Your enthusiasm generates confidence that transforms into sales. Customers know the owner will go the extra mile to deliver what’s promised.

6. The relationship with the customer is yours to build. You get to know the people who are helping you succeed. After your business matures, you choose whom you will continue to handle, and whom you can pass on to a salesperson.

7. You are in the best position for direct feedback about your product, service and business. Your customer has all the information you need to succeed. Get close and listen. Then take action as only the owner can do.

7.5. If you have other salespeople, you must be the leader of your own sales campaign. If you don’t lead them, no one will.

If you’re not an expert at sales, become one by taking lessons. Read every book, listen to every CD and go to seminars. Form a group with other, non-competing entrepreneurs.

No one can sell your business as well as you can – even if you don’t consider yourself a salesperson. Sales is not about being pushy. It’s about helping other people and building relationships. It’s about being responsible for your own success.

Jeffrey Gitomer can be reached by phone at (704) 333-1112 or by e-mail at salesman@gitomer.com. © 2008 Jeffrey H. Gitomer