Are Sales People Afraid?

Sales people are not more afraid than other people in business but fear can be paralyzing and it can keep us from being successful. Sales people are measured by performance, more than any other discipline so paralyzing fear can have an impact on our livelihood. If we don’t produce we don’t make money. The less successful we are, the more we fear rejection. It’s almost a vicious cycle.

Are Sales People afraid?

I know, it sounds a bit silly. Afraid of what?  In my experience, many sales people are afraid of rejection. Actually, most people are afraid of rejection just that in sales it’s a daily issue.

Why is fear so present in sales?

Because in my opinion there is no other business practice where you have to bring yourself in as much as in sales. Whether it’s selling a product or a service, sales is emotional and personal. We professionals in sales are measured by how well we perform. That means our livelihood is in the balance every day, during every call and client interaction.

So where does this fear originate?

The fear stems from being afraid of rejection. Nobody wants to be rejected, but in sales it’s part of our daily reality. It starts with the cold calling/prospecting efforts that most sales people are terrified of. It could be a mindset issue that is keeping you from breaking through to others. Being afraid of success is something fairly common in the business world (or on a personal level). But in a sales environment it’s a lot more transparent and easier to detect. The effects are also a lot more drastic, because so many sales people depend on earning commission.

Fear-less Cold-calling/Prospecting? Is there such a thing?

There is various ways to deal with the fear of cold-calling.

You can hire an inside sales person or a lead generation team to take the cold calling off your sales people.

Or, you can help your sales people overcome the reluctance of cold calling by supporting the prospecting process with the right kind of research and/or providing meaningful training.

But the fear usually doesn’t stop after that. Sales people need to bring themselves in at every step of the sales process.  And if we don’t put numbers on the books it puts enormous pressure on us.

Afraid to Ask for a Sale?

Not everybody is equipped to ask for money and that’s essentially what we need to do in a sales environment. We are asking people to trust us to part with their or their company’s funds. If our prospects end up buying from us and the product/service doesn’t meet their needs, we will be held accountable for that decision. All of those areas are deeply emotional and directly connected to mindset. A good salesperson can be trained on how and when to ask for a sale that is not fear-inducing! Overcoming objections and handling stalls is also an area that can be trained. Actually, objections and stalls very often present an opportunity when handled properly.

Is Fear Rational Behavior?

To the most part, no. Take the fear of public speaking – it is so intense that some people freeze up although there is no imminent danger lurking. In the world of sales, fear is often irrational. That doesn’t mean it doesn’t exist. While not always rational, fear can certainly keep us from being successful. especially in sales.

Help Can Be Right There In Your Team!

The most effective way to help sales people be more comfortable in a sales environment is to help them feel more confident. Confidence often stems from having been successful, so when companies establish an environment where sales people are nurtured and supported rather than pushed and reprimanded, success flows more freely.

Also, understand what your sales people are good at and where the weaknesses (or as we prefer to say: the opportunities to improve) lie. If you have a strong cold caller on your team, tap into that talent (trust me, it’s rare) and share commission when revenue is closed.

When you have a strong “closer” on your team, bring him/her into final meetings to lend support. Very often we ask too much of sales people and the feeling over being overwhelmed results in panic, desperation and in the worst case scenario unprofessional behavior.

Identify your team’s strengths

So, in the end, always try to analyze why your sales people are not producing. Develop their strengths, and nurture their areas of opportunities through training and support. The investment you make can pay off manifold if you choose training that actually effects real behavioral change!

And finally, just maybe, some sales people might not really be equipped to be in sales. You might detect that in the way they position your company offering, or in their attitude and/or work habits. You will definitely find out if revenue is lacking. Whatever changes you decide to make to increase your sales revenues, make sure you know your sales staff well.

They are your first and foremost representation. We should all shine as sales people, and we should be supported to do just that. And that will result in a lot more “fearless” salespeople!

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