You started your business to serve, not to sell—and yet here you are, staring at your calendar, dreading another awkward sales call with someone who barely knows you, much less trusts you enough to invest. If you’re an entrepreneur who cringes at the idea of “selling yourself,” you’re not alone. Most service-based entrepreneurs aren’t trained salespeople—they’re coaches, creatives, strategists, and solution providers. But when you’re constantly trying to close cold leads, selling becomes an exhausting uphill battle. That’s where BOFU—the Bottom of the Funnel—comes in. It’s the stage where the people who already know, like, and trust you live. They’re warmer, more ready, and infinitely more likely to convert. And yet, too many entrepreneurs skip straight from “stranger” to “buy now,” wondering why it feels so hard. If selling feels heavy, draining, or ineffective, chances are you’re not using your BOFU like the secret weapon it truly is AND you aren’t doing a good job of qualifying leads to properly enter the BOFU level. Let’s discuss the top four solutions you can start using today!
Silent Selling is the art of letting your business assets do the convincing for you—without you ever having to say a word. It’s the behind-the-scenes setup that warms a lead, builds trust, and answers objections before they ever speak to you. Because it takes the pressure off the sales conversation itself. Instead of showing up to the call like you’re auditioning for a part in Shark Tank, you show up as the obvious choice. The problem it solves is simple: confidence. Most entrepreneurs aren’t closing because they’re forced to over-explain their value live, when they could’ve already planted seeds of certainty. The goal is, by the time they show up, they’re halfway sold. You didn’t have to overload them with information, because your system spoke volumes.
Pre-Qualification is the process of setting clear criteria and boundaries that help filter out misaligned leads before they ever get close to a sales conversation. It’s about designing your entire buyer journey to repel the “just browsing” crowd and attract your ideal client that is ready, willing, and able to invest. Every time you hop on a call with someone who isn’t a fit, you’re draining time, energy, and confidence that could’ve been spent closing with someone who is. Pre-qualification solves the problem of wasted effort and the emotional burnout that comes from repeatedly pitching to people who were never going to buy in the first place. Pre-qualification doing its job— looks like filtering out the fluff so you’re only talking to folks who are actually in a position to say yes.
Sales Invitation is the best way to think of a discovery call —you’re not offering free coaching, and you’re not giving away strategy unless that’s part of your sales process by design. You’re creating space for the potential client to explore or discover whether working with you is the right next move, and you’re guiding them toward a decision without pressure or pretense. It’s not the same as a “strategy session,” which often leads to over-giving and resentment when someone takes your free advice and ghosts. A true sales invitation is about alignment, not auditioning. When entrepreneurs blur the lines between serving and selling, they end up drained, undervalued, and wondering why the “value-first” approach didn’t close the deal. A sales invitation solves the problem of unclear boundaries—it lets you to lead the call with confidence, knowing you’re not there to prove your worth but to see if this is a mutual fit. You need to set the tone, preserve your expertise, and position the sale as an invitation—not an explanation of self-worth.
BOFU-Only, because the Bottom of Funnel—is for your hottest leads: the ones who already know the problem they have, believe you might be the solution, and are actively deciding whether to work with you. This ain’t the place for educating about the problem or introducing yourself or nurturing them to like, know and trust you. That’s TOFU (Top of Funnel) and MOFU (Middle of Funnel) territory, where folks are still becoming aware or weighing options. BOFU is for decision-makers—people who are ready, not curious. That’s why it’s crucial to create a world specifically for them, where every email, offer, and opportunity is aimed at conversion for sales. When BOFU leads are tossed into the same pool as everyone else, they get confused by fluff content, watered-down calls to action, or irrelevant resources. And confused people don’t buy. Creating a BOFU-only world solves the problem of mixed signals—you stop losing hot leads to lukewarm messaging. You’re not casting a wide net—you’re creating a tight container for buyers to step forward and say, “I’m ready.”
If you are an entrepreneur struggling to make your first 6 figures in business, you should be in our group -it’s FREE. We have 3 pillars of value that make it better than some paid groups 1) we actually come together to commune and build community for support 2) we collaborate to make each others’ businesses better and make money together AND 3) we have conversations beyond the articles that are transformational for your business growth!! Sign up at https://ShaCannon.info/group