The expression, "He could sell ice to an Eskimo," acknowledges that certain people are born salespeople.
For most small-business owners, however, the selling process is anything but easy. In fact, when it comes to pitching their product or service, many entrepreneurs struggle with any number of issues, including lack of confidence in themselves or their product, fear of failure and fear of closing the deal. The good news: Experts say these fears can be overcome with the proper attitude, training and practice.
Related: How to Adopt a Sales Mindset
Here are five of the most common fears about selling and how they can be conquered.
Fear No. 1: You will make a negative first impression. We all know how important a first impression is, and the fear that you will not make a good one can be intense. It may even make you avoid meeting ideal prospects.
How to overcome it: Show credibility through your appearance and nonverbal behavior, says Larina Kase, author of Clients, Clients and More Clients: Create an Endless Stream of New Business with the Power of Psychology (McGraw-Hill, 2011). Research shows that people are attracted to others who dress like them, she says, adding, "If your audience is school-aged girls, you may wear hot pink or purple, or if your audience is conservative business suit types, you may wear a suit with a bright shirt or tie, something that also shows your personal style." Focus on nonverbal behaviors like smiling (though not a "perma-smile"), eye contact and open posture, and be sure not to fidget and play with keys or other objects.
Related: How to Enter a Room
Fear No. 2: You will be rejected. Experienced salespeople know they aren't going to be successful 100 percent of the time, but newcomers may regard failure as the end of the world. Joe Stewart, owner and general manager of Danco Transmission in Fairfield, Ohio, remembers attempting his first sale at age 21. "I almost turned white with fear from what might happen if they said that awful two-letter word we all despise as salespeople, 'No,'" he recalls.
How to overcome it: Professionals not only know rejection happens, they look forward to it, says Peter Shallard, a Sydney, Australia-based business psychology expert and blogger. Understanding the reasons behind a rejection can help you refine your product and presentation. Stewart, now 43, reflects on that first experience, saying, "For me, the only way to beat that fear was to confront it. The more I did it the better I became at it, and less fear was the result."
Fear No. 3: You'll come across as pushy. We've all had at least one negative experience with a salesperson who kept pushing and pressuring and wouldn't let us leave or hang up the phone. Many business owners worry they'll make prospects feel that way.
How to overcome it: Kase suggests focusing more on having a conversation with someone than simply selling. Learn the prospect's needs and ask yourself if what you're offering is of real value to that person. When you care about your prospective customer and develop a sense of trust, you're more likely to make the sale. "My first customer let me know that at first they felt uncomfortable due to the horror stories they had heard about other auto repair places," Danco's Stewart says. "But that quickly subsided after speaking with me because I made them feel as though they were family."
Fear No. 4: You won't deliver. Even when you do get a yes, you may fear you won't be able to fulfill all of the person's expectations. You may even suffer from the "Impostor Syndrome," which means you're starting to question the value of your own products.
How to overcome it: Kase suggests gathering feedback from customers and taking note of all the ways you have delivered. That approach helped Christine Buffaloe, who started Serenity Virtual Assistant Services, an online business management service, in 2005, and feared people would think she wasn't worth what she was charging. Buffaloe says she gained confidence from reading the testimonials on her own website. "Continuously look for ways to improve your services so you are sure you're providing optimal value," she adds, "and you will always be confident in your abilities."
Fear No. 5: You don't know if you're doing it right. Going into sales without any training can be terrifying. How do you know you're using the right tactics and offering people what they need?
Related: Four Signs a Sales Pro Will Be a Good Hire (Hint: Think Money)
How to overcome it: Debra Condren, president and CEO of Manhattan Business Coaching and author of Ambition is Not A Dirty Word (Broadway, 2008), recommends learning sales techniques by attending a training program. When Tanner Shepard co-founded Austin, Texas-based Ranch Road Creative Solutions, a marketing services provider, in 2005, he was thrust into a sales role and gained confidence only after an intensive weekly sales course. "I had to challenge myself out of my comfort zone," he says.
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Comments:
I needed more than platitudes to help me deal with my sales career. A high producer friend said he read a book years ago which was written by true experts that made the difference for him without the cost of going to a seminar. Earning what you are worth in sales by George Dudley. Great if you are serious. Won't work if you are not.
If you think that living out in the boonies is just for simple folk, you'd be sorely mistaken considering that over 90 percent of the U.S. is rural and much of it has shown a marked increase in value during the last few years. With the recent economic downturn, now may be an opportune time to look for motivated sellers, but trends in sales and prices can really only be evaluated at the regional level. If you have the heart of a cowboy, you might want to take a look at Texas ranches for sale or if you're looking for something a bit more modest, then there are many good opportunities on Texas land for sale if you're willing to do your homework.
Quiet informative and true when after a span you join a company that is working globally, they have quiet high expectation from one and all the things one has to learn himself..
Very informative.
You want to learn sales? Become a car salesman! Let me tell you that was the best training and best learning I ever had to do! Of course it wasn't easy. I knew a no-sale meant no-paycheck, but the odds were too much in my favor to not have a paycheck. People come to you and your store/shop/office because they are searching for your product/services. The odds are too much in your favor to miss EVERY opportunity. Keep at it, never quit and the sales will begin to roll in!
Great Read, Any small business owner can relate. Love to read really helpful articles like this. The best thing you can do as a small business owner (trying to sell other business owners) is to talk and connect with them on a level of care. Care for who they are, what their business is and where they are coming from "Unconditionally". They may not be the right sale for you but they can always recommend the right person who is. It's about relationships.
Hi Lisa! Generally, The above mentioned 5 fears are faced by many people in business. I hope this article would give some clear idea about how to conquer sales fears. Good information is posted. Thanks for sharing.
Thank you Lisa for including me in the article. Fear #5 is very real, but I find I am constantly improving my skill set by taking training courses and joining in webinars.
This article provides some very good pointers to help people overcome sales anxiety. It is important to keep in mind that different kinds of sales techniques are needed in certain situations. Think of it like using tools in a tool belt. You wouldn't use a screwdriver to pull out a nail, right? Well, the same applies in sales. For example, if your sales cycle is longer and involves more complex offerings then a consultative, relationship driven approach would be appropriate. If, on the other hand, your sales cycle is short and involves less complex offerings then a straight, cut to the chase approach would be appropriate. It doesn't matter if you're using a consultative, relationship driven approach or a straight, cut to the chase approach, you need to keep the WIFM acronym in mind. WIFM stands for What's In It For Me. People don't really like being sold to, but everyone loves to buy. In order to become a better salesperson, you need to become good at uncovering your prospects' underlying motivations, along with their perception of the economic value of your offerings. If done correctly, your prospects will end up selling themselves on why they should buy from you. Best Regards, Oliver Yarbrough, PMP® Rainmaker Growth Partners
Great article on sales fears. Anyone who has ever been in sales knows some type of fear will come up occasionally, but take action anyway. This is what separates sales people from people who work in department stores. Department store workers are not sales people, but order takers. The best way to get over any fear is to have a reason for talking to the person. If you are just shooting blindly you will never hit a target. Same goes with sales. Have a reason why you are calling or talking to someone by asking a question. This can then lead you to find out if you have potential client or not
I think of sales as the opportunity to talk to someone new about something I am working on that will improve their situation. I am presenting myself, my product, or my service to you. You have the option of taking it or not. I am not invested in the outcome as much as I am in making sure you understand what is available to you. When you approach the sale in that way, it removes the jitters. Once the jitters are gone, you can really determine whether the person you are talking to is actually a client or not. You can eliminate a lot of time wasters that way, and hone in on your true prospects. Then sales are not sales, they are opportuntites to help others improve their daily situations and challenges. It's all about how you frame it. www.LindsayScherr.com
Thanks for this great reminder, Lisa! Important reading at any time of the year.
Great tips, not only for myself, but I will share this article with my audience who would also find this article helpful - thank you!
Great article - I'm a personal trainer / strength & conditioning coach & I HATE selling - I run my own business & before it was as successful as it is, if I didn't get sell, I didn't get paid. Helped me get over sellers anxiety real quick! :) I don't like being the guy asking for the sale... but it was pointed out to me real quick that if the potential client has organised a trial session, they're ready to buy - and expect to be sold to - I just need to provide them the solution.
I too have slight anxiety when it comes to selling myself, products and services but sales is about mutual beneficial interaction. Your main goal when attempting a sale is to understand the needs and wants of the consumer and translating that information into effective communication. entrepreneurialambitions.com
Great points shared with us for avoiding the mistakes which be helpful to increase the sell. And the other point i want to mention is that avoidance of the negative response. Every business firm has to face the criticised response but it should not avoid it and not need to neglect it , as this is the sign of the biggest looser. So try to know the reason of the negative reply and then try to turn it into positive and explain that person about your strong point in well manner. So this will increase your reputation and will also increase the sell.
Napoleon Hill identified six basic fears from which all others spring forth: 1. The fear of Poverty 2. The fear of Old Age 3. The fear of Criticism 4. The fear of Loss of Love of Someone 5. The fear of Ill Health 6. The fear of Death
Napoleon Hill said there are six basic fears from which all others spring forth: 1. The fear of Poverty 2. The fear of Old Age 3. The fear of Criticism 4. The fear of Loss of Love of Someone 5. The fear of Ill Health 6. The fear of Death