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Creative Avoidance

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Gary Silverman
(Visit Gary's Website) Based in Atlanta, Gary takes a unique and innovative approach to the daily realities of the business world. A contrarian and eternal optimist his spin on life is always entertaining and thought provoking. With over 25 years as a top executive in the Retail Automobile Industry, Gary is no stranger to cyclical businesses. He focuses on simple solutions with proactive change, always looking for opportunities to expand the business within the business. As a trainer and seminar moderator, Gary tailors his message with a common sense approach to problem solving. Always committed to team building and personnel development, he manages with an eye on reducing turnover by creating an environment that builds a bank of promotable employees, believing this is the most effective way to advance a company to the next level. For the past three years Gary has been committed to measuring the “Customer Experience”. There is more to learn from prospects who are NOT buying from you than those who are. His analysis has been an eye opener to his clients which leads to extensive changes in the way they do business.

Gary Silverman is a Platinum author on EvanCarmichael.com
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Creative Avoidance

This does not happen on it’s own. We are salespeople NOT cashiers! Your prospect may find it easier to say no or put off a decision to avoid their fear of risk associated with making a decision. That’s the boxing match - “In this corner heavyweight fighter “FEAR OF REJECTION” facing “RISK AVOIDANCE” in fifteen rounds. Quite a match, but not worthy of pay per view.

Whether confronted or not, rejection does not disappear and eventually news of it’s existence will knock on your door. The same goes for fear of making a decision. If you put it off long enough the decision will be made for you and it may not have been the best option; you relinquished control.

Oddly enough the anticipation creates greater anxiety than actually confronting the situation. Think of how relieved you are once you make a decision or make contact. “No bad things will happen”! Think back to when you were dating. After the first date there was the anxiety of either having to call the next day or wondering if you would be called. Once you dialed you almost hoped there would be no answer and you could leave a message. Mission accomplished? Not really as you would second guess the awkwardness of your message and wish you could steal the answering machine.

If your salespeople are leaving messages they are probably creatively calling the numbers they know will not be answered. Calling the home number during the day or the office after hours does not count as a contact. Even in the age of cell phones you can still find a time where your call won’t be answered. Perhaps they are hiding behind letters or e-mails. There is no substitution for direct contact. You need to ask your prospect which number is the best to reach them and when would be the best time to call. There must be a reason for the call and a prepared statement so you communicate your thoughts properly and the call isn’t wasted. You must anticipate the questions or objections in advance and be prepared to answer and overcome them. A steady regimen will make you more comfortable and you will gain confidence. Stop avoiding your job and the results will follow.





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