As a small-business owner, understanding how to sell your product or service is crucial for your company to succeed and grow. Many entrepreneurs consider themselves more visionaries than salespeople. But without knowing how to sell, you can make missteps that can crush your company fast.  Here, communications coach Carmine Gallo shares three common mistakes small-business owners make that will kill a sale -- and how you can avoid falling into those traps.

A best-selling author and communications coach, Carmine Gallo is also a former reporter and anchor for CNN and CBS. He formed Gallo Communications with the mission of helping business leaders discover and apply effective communications.