In the previous post, I mentioned that the fear of selling totally incapacitates some folks that might otherwise become great small business owners.
In fact, these folks may never even try their hand in business because of this fear.
Here are some more suggestions (added to the ones from the previous post) that have helped me to realize that selling phobias can be conquered with a change in mindset.
For some, selling represents a great "leap of faith." They doubt their own ability to actually convince a prospect to reach for his credit card.
In such cases, it may be helpful to consider this: You are the expert!
Yes you. You are in the driver's seat. Prospects are coming to you for information and guidance. You should feel confident, if you've been honest in your sales pitch, that you can deliver exactly what the customer is coming to you to receive.
Well, you say, what about my mortal fear of sales rejection?
Most of the great salesmen that I've encountered seem to have a mindset that doesn't allow them to look at a sales rejection as anything like an actual personal rejection.
They understand that not everyone will be ready to buy what they have to sell at that particular instant.
So, instead of getting down on themselves, they work to leave the door open with the prospect so that future contact can be made when the purchase decision moment arrives.
Some excellent salesmen downplay the human aspect of selling particular individuals by framing their sales mindset in terms of the numbers game; for example, you contact so many prospects, you qualify them by their interest, and at the end of the sales "funnel," a certain number or subset will be ready to buy.
De-humanizing the process helps some to control their fear of being told "no" and their fear that someone will hold them in contempt for what they are trying to do.
Here's another common cause of selling phobia.
Some folks set unrealistic selling goals or expectations and then fear that they won't be able to measure up to their own standards or goals.
If you lack the motivation to push yourself to high levels of productivity in your selling, you need to temper your goals and be more realistic in your expectations.
Some business owners put undue pressure on themselves by viewing selling as a "do or die" activity. When you have to sell or else, the thought of not selling can become a powerful and very real obstacle to success. Many don't handle this type of pressure and stress well.
The answer, at least partially, is to allow yourself to have some fun with your selling.
Don't put yourself in the position that you absolutely must sell so many units, or a pre-determined dollar amount, in order to be successful.
When you enjoy what you're doing, your customers will sense your confidence and enthusiasm for the product.
Here's one final tip. Know your product inside and out.
Make a comprehensive list of both the features and benefits. Anticipate what your customers' questions or concerns about your product might be.
Understand what the customer's problem or want is . . . then you'll best know how to focus on the product benefits and features that will help your customer overcome or solve his problem.
As you "prep" yourself on every aspect of what your product is about, how it works, and what problems it will solve for the buyer, you will have increased courage and greater confidence to be able to address any questions from a position of practical knowledge, confidence in yourself, and your ability to meet any objections.
Who knows? You might even come to enjoy selling if you can look at it from the perspective that you are merely trying to help out a friend because you can offer a solution to his problem.
