The 16 critical things business owners need to know to overcome sales phobia
The 16 critical things business owners need to know to overcome sales phobia
Let's face it, no-one likes hearing the word "no". And just the mere mention of the word "selling" conjures up all kinds of negative images like the ubiquitous "used car salesman" or "bait and switch tactics" TV news shows are so fond of featuring. No wonder so many people are turned off by the thought of going out and selling their products or services.
On top of that, we all have our own personalities. Some people are naturally shy or lack self confidence. Others never really learned how to speak about their business in a way that is compelling to others. Whatever the reason, if you run a business or work for yourself you'll find it much easier to be successful if you sharpen your sales skills and overcome your dislike for selling.
If the situation I'm describing rings a bell, here are some steps you can take to turn your selling fears into successes:
1. Get clear on your marketing positioning.
It really helps the process when you understand things like what makes your product or service different, who your ideal client is and what kind of "pain" they're suffering that you can help alleviate. The clearer you are about what you really do for your customers and what results you can get for them, the easier it becomes for them to become paying customers.
2. Pinpoint what it is that you're really afraid of.
Sometimes it's not the "sale" per se that we're afraid of. Take a look the reasons behind the fear and come up for some solutions for dealing with it. Sometimes this might be an emotional fear you have about something like fear of success or fear of failure - it might even be. Or, it might be something practical like when something isn't quite right about what your product or service. Deal with the "gremlin" or inner voice that may be trying to sabotage your efforts.
3. Use what you don't like to form a better strategy.
Then, do the opposite! Think of ways that you can let people know about what you do without using the things that turn you off. One way of doing this is to think about times when salespeople did things that made you want to run the other way.
4. Think about people you know and like who do it effortlessly.
I'll be you know at least one person who seems to have lots of customers but doesn't engage in any of the selling behaviors you don't like. Think about things they're doing and how, and adapt them to suit your needs.
5. Develop your personal style that you can feel really good about.
I believe that anyone can develop a successful selling style as long as they can feel good about themselves while doing it. To do this, you may have to think differently about what you're doing. If the words "sales" or "selling" make you shudder, call it something else!
6. Understand that selling is a numbers game, and that no-one closes every sale.
Depending on what business you're in, you'll need to get in front of a certain number of people or businesses before finding the one that's right for you. Think of it as a process of selecting the customers that would most benefit from your product or service. Not everybody is a "qualified buyer" that's just part of it.
7. Learn to look at sales rejection as an opportunity for learning.
Instead of letting yourself be discouraged by a "no" use the experience as an opportunity to learn from instead. What went right? What did you learn that could be done differently the next time?
8. Don't take it personally!
There are lots of reasons people say no. Many of these reasons have nothing to do with you. It may be that they don't really need what you're offering, your timing isn't right, they're busy or preoccupied with other things, etc.
9. Pinpoint the common objections, and address them.
You can turn more prospects into paying customers by thinking about logical comebacks to common objections. For instance is your prospect is focused on "price" perhaps you can focus on value or return on investment so that they understand what they're really getting for their money.
10. Boost your self-confidence and motivation.
Think about all of the wonderful results your product or service has gotten for your customers. Don't confuse your "selling" abilities with the value customers get from buying from you. Remind yourself often about what so great about your offering. If you're not sure, ask your customers what they like about doing business with you.
11. Think out of the box:
You don't have to use pressure or become the stereotype "used car salesman" in order to get customers. You can learn to close deals without using pressure, in your own way and feel like you're in integrity while doing so.
12. Set realistic goals.
Although setting some goals is important, you don't want to set goals that are so high that you can't realistically achieve them. Instead, set some realistic goals, and then break them down into all of the steps you'll need to achieve them. Get real about what resources you'll need to have in place, and add a timeline and benchmarks to help you achieve them.
13. Think about who you'd be willing to practice on first.
A client of mine recently coined the phrase "safe list" for the list of people he knew in his industry that he felt comfortable enough with to try out his presentation. Once you've worked out the kinks, go onto trying it with the next level. Another approach is to work out the kinks with a bunch of people you really don't care about and will never see again. Whatever works!
14. Celebrate your wins!
Even if you haven't closed any deals yet, congratulate yourself whenever you make a good presentation, or feel you've improved the way you've handled something. People that keep focused on the positives find it easier to be successful.
15. Realize that sometimes a "no" means "not yet" or "maybe".
Find out the reasons behind a no by learning to ask questions, perhaps they need more info., perhaps they've got a lot on their plate right now, but can see the value and may be interested in the future. Make sure to get to the bottom of the no, and be sure to follow-up with them as necessary.
16. And finally, just allow yourself to do it!
Be willing to step outside your comfort zone. Psyche yourself up to try it and get out there, it really does get easier every time you do.
The 16 critical things business owners need to know to overcome sales phobia - To learn more about this author, visit Susan Martin's Website.
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If you're like most business owners and self employed professionals you may have started a business because you have a particular talent, skill, or interest; not because you like selling. And although some sales people do start businesses, most business owners have no experience or training in sales.
Let's face it, no-one likes hearing the word "no". And just the mere mention of the word "selling" conjures up all kinds of negative images like the ubiquitous "used car salesman" or "bait and switch tactics" TV news shows are so fond of featuring. No wonder so many people are turned off by the thought of going out and selling their products or services.
On top of that, we all have our own personalities. Some people are naturally shy or lack self confidence. Others never really learned how to speak about their business in a way that is compelling to others. Whatever the reason, if you run a business or work for yourself you'll find it much easier to be successful if you sharpen your sales skills and overcome your dislike for selling.
If the situation I'm describing rings a bell, here are some steps you can take to turn your selling fears into successes:
1. Get clear on your marketing positioning.
It really helps the process when you understand things like what makes your product or service different, who your ideal client is and what kind of "pain" they're suffering that you can help alleviate. The clearer you are about what you really do for your customers and what results you can get for them, the easier it becomes for them to become paying customers.
2. Pinpoint what it is that you're really afraid of.
Sometimes it's not the "sale" per se that we're afraid of. Take a look the reasons behind the fear and come up for some solutions for dealing with it. Sometimes this might be an emotional fear you have about something like fear of success or fear of failure - it might even be. Or, it might be something practical like when something isn't quite right about what your product or service. Deal with the "gremlin" or inner voice that may be trying to sabotage your efforts.
3. Use what you don't like to form a better strategy.
Then, do the opposite! Think of ways that you can let people know about what you do without using the things that turn you off. One way of doing this is to think about times when salespeople did things that made you want to run the other way.
4. Think about people you know and like who do it effortlessly.
I'll be you know at least one person who seems to have lots of customers but doesn't engage in any of the selling behaviors you don't like. Think about things they're doing and how, and adapt them to suit your needs.
5. Develop your personal style that you can feel really good about.
I believe that anyone can develop a successful selling style as long as they can feel good about themselves while doing it. To do this, you may have to think differently about what you're doing. If the words "sales" or "selling" make you shudder, call it something else!
6. Understand that selling is a numbers game, and that no-one closes every sale.
Depending on what business you're in, you'll need to get in front of a certain number of people or businesses before finding the one that's right for you. Think of it as a process of selecting the customers that would most benefit from your product or service. Not everybody is a "qualified buyer" that's just part of it.
7. Learn to look at sales rejection as an opportunity for learning.
Instead of letting yourself be discouraged by a "no" use the experience as an opportunity to learn from instead. What went right? What did you learn that could be done differently the next time?
8. Don't take it personally!
There are lots of reasons people say no. Many of these reasons have nothing to do with you. It may be that they don't really need what you're offering, your timing isn't right, they're busy or preoccupied with other things, etc.
9. Pinpoint the common objections, and address them.
You can turn more prospects into paying customers by thinking about logical comebacks to common objections. For instance is your prospect is focused on "price" perhaps you can focus on value or return on investment so that they understand what they're really getting for their money.
10. Boost your self-confidence and motivation.
Think about all of the wonderful results your product or service has gotten for your customers. Don't confuse your "selling" abilities with the value customers get from buying from you. Remind yourself often about what so great about your offering. If you're not sure, ask your customers what they like about doing business with you.
11. Think out of the box:
You don't have to use pressure or become the stereotype "used car salesman" in order to get customers. You can learn to close deals without using pressure, in your own way and feel like you're in integrity while doing so.
12. Set realistic goals.
Although setting some goals is important, you don't want to set goals that are so high that you can't realistically achieve them. Instead, set some realistic goals, and then break them down into all of the steps you'll need to achieve them. Get real about what resources you'll need to have in place, and add a timeline and benchmarks to help you achieve them.
13. Think about who you'd be willing to practice on first.
A client of mine recently coined the phrase "safe list" for the list of people he knew in his industry that he felt comfortable enough with to try out his presentation. Once you've worked out the kinks, go onto trying it with the next level. Another approach is to work out the kinks with a bunch of people you really don't care about and will never see again. Whatever works!
14. Celebrate your wins!
Even if you haven't closed any deals yet, congratulate yourself whenever you make a good presentation, or feel you've improved the way you've handled something. People that keep focused on the positives find it easier to be successful.
15. Realize that sometimes a "no" means "not yet" or "maybe".
Find out the reasons behind a no by learning to ask questions, perhaps they need more info., perhaps they've got a lot on their plate right now, but can see the value and may be interested in the future. Make sure to get to the bottom of the no, and be sure to follow-up with them as necessary.
16. And finally, just allow yourself to do it!
Be willing to step outside your comfort zone. Psyche yourself up to try it and get out there, it really does get easier every time you do.
The 16 critical things business owners need to know to overcome sales phobia - To learn more about this author, visit Susan Martin's Website.
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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Cheryl MatthynssensCheryl is a life skills coach, licensed Chemical Dependency Counselor and a 20 year entrepreneur. Cheryl's dedication to achieving a life of balance led to her expanding her teaching from the simple managing of life's daily challenges to adding financial well being as well. A direct marketer with DrinkACT, she is gaining ground in the online community with her concepts of making sure business owners, entreprenuers and employees have well rounded life styles. She opened up a small affiliate site - The Balance Guide- to help others find resources for mental and emotional well being. Visit Cheryl's blog to see more of the diversity beyond business she has began offering online at www.thebalanceguide.blogspot.com - Visit Cheryl Matthynssens's Website |
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