As a small business owner, you have decisions to make to get your product or service in front of the right people. It’s about understanding how to sell to them that really matters. You might have competition, but what makes you stand out - aka, your differentiator; is your personal ability to connect with your people. Don’t worry about being something you’re not, infact, focus on your strengths. Let others pick up where you’re weak and where they’re strong. This is the ultimate way to steer away from burnout and building relationships in your communities. Use your confidence in the thing you're passionate about to help you build on the “Know, Like, Trust” factor.