I have been teaching marketing classes for about 5 years now and in the very first class we always talk about two things: the difference between marketing and sales and why people are afraid of sales. The truth is, if you are doing a good job of marketing yourself and your products or services, the sales piece should be easy. Sales does not have to be scary. If you follow the first two Be-Attitudes: Be punctual and Be prepared, it makes the 3rd Be-Attitude easier.
Be-Attitude #3 of Successful Sales People is Be Fearless.
Are you terrified of hearing no on the other end of the phone line or to your face when you are selling? No does not have to be a negative word or a final answer. No is often a knee-jerk response that means I don’t have time, or You are the tenth sales person who has called me today. If you are afraid of getting a no from a prospect, you are not being fearless. A fearless salesperson knows they will hear no more often than yes but this does not stop them from being persistent. To be fearless is to tell your story to as many people as will listen. To be fearless is to pursue a prospect until they give you a no that means not right now, maybe later. To be fearless is to cultivate relationships with your prospects, in spite of no, and develop that relationship until they are ready to say yes! Sales is about patience, persistence and tenacity. It is about being very clear that you are the right answer for the prospect. A good sales person knows who can benefit the most from their product or service. Not everyone is a good prospect! Over the years, I have turned many people away who were not a good match for our parenting magazine, North Texas Kids. Being fearless also means walking away from a sale if it is not the right match for both you and the prospect. Also, and perhaps most importantly, remember that NO is never personal. Just because says no, it does not mean you are a bad sales person, it usually has absolutely nothing to do with you. Don’t let the know bother you, just move on to the next person on the list, knowing that you did your job well.
Practical Action Step: The best way to become fearless is to practice! Practice overcoming objections. What are the most common objections you get in your business? Do you have great answers to overcome those objections. Put it into writing and practice!