Yesterday, amidst the Black Friday hustle, I found myself at the mall, taking advantage of Bell’s small business special. And yes, I'm going to name them, and no, this isn't a sponsored article. After years of wrangling with Telus, I was thrilled to drop my old contract and finally make the switch. While Roy, a Bell employee with impressive technical skills, worked his phone wizardry, I witnessed a moment that perfectly encapsulated what small business owners so often miss about sales and personal branding.

Let me set the scene.

A young man, likely in his late 20s, walked in looking for a new phone. Roy, ever personable and professional, struck up a conversation to pass the time while the devices did their thing. “So, what kind of work do you do?” he asked.

“I own my own business,” the man replied.

Now, it was clear that Roy’s question had a purpose—he was trying to determine if the man qualified for the same small business plan I was getting. But Roy didn’t stop there.

“What kind of business is it?”

“Cars. I sell cars.”

I shifted in my seat, already feeling the tension.

Roy pressed further. “What kind of cars?”

“All kinds of cars.”

At this point, I could barely stand it. As a business coach, I’ve seen this play out too many times. A small business owner, sitting on an opportunity to build a connection—or even make a sale—fumbles the ball because they haven’t internalized one of the simplest truths of running a business: your brand is always on display.

Roy glanced at me, bemused but patient, and asked, “Like, do you have a location where somebody could go and look?”

That was it for me. I couldn’t stay quiet any longer.

Sales Gotta Sell

“Tell him!” I said. “You sell cars? Then sell cars! Don’t make him guess. Tell him you’ve got a 2022 Toyota RAV4 XLE AWD with 20,185 km for twenty-eight five ready to go. Tell him if that doesn’t suit his style, you’ve got a 2020 Ram 1500 Sport with a 5.7 Hemi that gets 19 in the city and 15 on the highway in a nice ivory tri-colour pearl. Give him your card and get his number so you can follow up!”

The room went silent. Both Roy and the car salesman stared at me, stunned.

I pressed on. “Sales gotta sell! You don’t know why he’s asking all those questions. Everybody’s looking for a new car at some point! His sister or his colleague might be looking right now. Heck, I might even be looking, but you’d never know it because you’re not telling me what you’ve got!”

The young man finally broke the silence. “Are you looking?” he asked.

“Not anymore,” I admitted, “but I was just a couple weeks ago. I’ve gone and got something already. But you never know when it’s the right time and the right place! I’m a business coach. I teach guys like you how to sell and build personal brands every day of the week.”

Your Brand Is Your Message

That moment, I saw the lightbulb go off in his head. As a small business owner, every interaction is an opportunity - not just to make a sale, but to reinforce your personal brand. When Roy asked, “What kind of cars?” it wasn’t just small talk. He was giving this young entrepreneur a chance to shine, to showcase his expertise, and to build a connection that might have led to a sale.

Instead, the response: “All kinds of cars” - was a missed opportunity.

Small business owners often underestimate how vital their personal brand is in every single interaction. Your brand isn’t just your logo or your website. It’s how you communicate, how you represent your expertise, and how you make people feel when they interact with you. It’s about clarity, confidence, and seizing the moment.

Turning a Conversation Into a Connection

Back to the mall. I handed him my card and said, “My name’s Anna Garleff. Let me give you a call later in the week and follow up. I’ll share some tips and tricks to help you sharpen your personal brand. And who knows? Maybe I’ll come check out some of those cars and trucks you’ve got. Let me have your number, and we’ll connect on Thursday. Got time for a coffee around 2 p.m.?”

That’s when it clicked for him. By asking for his contact information and suggesting a meeting, I’d done what he should have done from the start: I’d turned a casual encounter into a business opportunity.

I think you see what I did there.

The Takeaway for Small Business Owners

Here’s what we can all learn from this interaction:

1. Every Interaction Is a Sales Opportunity
   It doesn’t matter if you’re at the mall, on a Zoom call, or running into someone at the grocery store. If someone asks about your business, seize the opportunity to pitch yourself clearly and memorably.

2. Be Specific
   Saying “I sell cars” is vague. Saying, “I specialize in pre-owned SUVs and trucks, and I’ve got a 2022 RAV4 and a 2020 Ram 1500 on the lot right now,” is specific. Specificity builds trust and creates curiosity.

3. Have a Call to Action Ready
   Always be ready to turn a conversation into a next step. Carry your business cards, have a QR loaded, gettheir contact information, and follow up with an offer to meet or talk further.

4. Represent Your Brand at All Times
   As a small business owner, you are your brand. How you speak, how you present yourself, and how you engage with others leaves an impression. Make sure it’s the right one.

Closing the Sale on Personal Branding

That encounter at the mall wasn’t just a lesson for the car salesman. It was a reminder for all of us in sales and small business that every moment counts. Whether it’s a casual conversation with a potential customer, or a chance meeting with a stranger, your ability to communicate your brand effectively can open doors you didn’t even know existed.

And if you’re ever unsure where to start, just remember: Sales gotta sell.

About the Author

Anna is an organizational psychologist and executive coach, with a special interest in all things technology. We’re part of the team at Garleff Coaching and Consulting Group. If this article has struck a chord, please let us know.
Anna Garleff Cell: +1 587 224 3793 / anna@garleffcoaching.com
www.garleffcoaching.com