The Fear Factor of Selling
Dec 15
I’m a big fan of the television show, Fear Factor and am pleased that it’s back on the air after a 5+ year hiatus.
If you have never watched the show, four pairs of contestants compete for $50K by completing three sets of stunts with water, heights, speed and eating being the main themes. The eating test would always be my downfall because it usually consists of eating something exotic (aka gross) like scorpions, worms, etc.
I think that’s what makes the show such a hit.
Viewers can watch people do crazy stunts that they would be terrified to attempt.
Sales people deal with the fear factor, too. Here are a few of the fears, concerns and hesitations people mention in my sales training programs.
The most frequently stated fear is making cold calls. Whether it’s a telephone call or a face-to-face drop-by, this ranks at the top. Part of reason is that they don’t know exactly what to say or they are afraid of being perceived as a pest or intrusion.
Some sales people are afraid to ask for the sale usually because they are concerned about the potential rejection. Although I don’t like rejection, I would rather a prospect be upfront with me and tell me no rather than simply ignore my calls or emails.
Some sales reps are fearful to ask tough probing questions while others experience anxiety when the dialogue veers away from a product-specific conversation.
There are sales people who won’t ask for referrals because they believe that their customers will think that they’re begging for business or that they’re desperate for a sale.
Susan Jeffers once penned, “Feel the fear and do it anyway.”
While it is easy to say, fear in sales can be challenging to overcome. Some people say to just jump in and do the task while others suggest that you recite affirmations to build your confidence.
What suggestions do you have to overcome the fear factor in sales?
In the book Dune, one line reads “The greatest fear is fear itself.” Part of the challenge is understanding the impact of negative childhood conditioning and how that has affected or better yet infected our adult beliefs. Great points Kelley
Leanne Hoagland-Smith
So true Leanne. How many times we we told as kids, “Don’t talk to strangers” yet in sales we have to do this everyday.
If you truly believe in the product or service you are provide, call calling should come easier and easier with time.
Please remember, to be a successful sale person when cold calling you also have to be a very good listener and remember personal infomation that was exchanged to break the ice the next time you contact that buyer.
Build a relationship.
Ralph DAgosta
Good post!
This is a topic most Sales Managers will be aware of when having meetings with their sales staff. Susan Jeffer’s quote is apt.
1 tip is to think about the rewards, from a)the sale, if it is made and b)the potential connection and positive conversation you will have. Sales people that don’t feel positive emotion when a sale is completed are arguably in the wrong line of work. It’s a great way to get over the fear.
Secondly, I recommend making the call less cold, even if it is not the primary contact with the prospect. Sending an email, talking to a colleague or gate keeper anything that gives you an ice breaker or knowledge to leverage when speaking with the prospect. If you are confident and know that you will be different to the previous caller the fear will subside.
What I find most interesting, is that the fear creeps in periodically for even the most experienced or hardened of Sales professionals. Sometimes the situation just doesn’t “feel right” and the fear creeps in. Why is this? Is it simple human nature and sales people study negative aspects of the profession like rejection?
Mike, thanks for your idea; it’s appreciated.
Fear is a very powerful emotion (think of the fight or flight syndrome) so it’s inevitble that even seasoned pros will experience it from time-to-time. However, the difference is that successful sales people get over that fear quickly and they don’t allow it to prevent them from taking action.
Two Things:
1) Stop selling — when you tell everyone about you, your products, or services the pressure is on you, and it also tends to aggravate your prospect.
2) Make the call about them and what they want. It takes the pressure off, and the prospect actually wants the call.
For instance if the call starts out by either asking them if they want something they’d almost kill to get they’ll take the call excitedly. OR if you call and ask them about their business, or something important to them again, they’ll take the call excitedly.
The key: make the call about them and what they want, all pressure is off, and they are excited about your call.