It doesn’t matter whether you are offering a product or a service, or whether you’re an expert or an artist: you are a saleswoman. The very idea of selling, though, can cause mild anxiety in some and full-blown terror in others. It takes no small amount of confidence to look your prospect in the eye and state your prices. Understanding the sales process will help you master this part of running your own business.  A note about selling: It may seem obvious that you have to know whom you’re selling to before you decide how to sell to them, but we’ve seen entrepreneurs put the cart before the horse, so to speak, with predictably disappointing results. Be sure you know who the target audience is for your product or service. (If you could use a little direction in this area, check out our guide, How to Determine the Feasibility of Your Business). In addition to the prospective customers you’ve defined, you have the contacts you’ve made through networking and referral sources.