How to Conquer Your Selling Fears
By Bob Phibbs, The
Retail Doctor ®
note: We chose to run this timely article because it further discusses the
issue of fear as it relates to that of the salesperson. The Sales Talk series
devotes more than half of its space discussing fear from both the sales
associate’s and customer’s perspective, with the emphasis placed on that of the
salesperson. Stay tuned for the remaining Sales Talk articles to follow.
I was talking
to a pool builder about a client who had put in a new pool. His client lived in
a very expensive neighborhood and drove a Bentley. A few months later, the
client’s neighbor installed a pool, too, from a different pool builder. The
Bentley guy went to his neighbor’s party and saw his pool. It had all the bells
and whistles – a saltwater chlorinator, fiber-optic lights and an automatic
pool cover. He drove back to his builder and asked why he didn’t show him all
those features. “I was afraid I would price myself out of the sale,” he
Fear is what
keeps people stuck, particularly in selling. Fear is a reaction to a perceived
threat – in this case, the possibility that the sale could have blown up in his
face. That fear blindsided him to the upside potential.
So many retail
salespeople power through the rote features of their luxury watch, their
gee-wiz electronics or their energy-efficient appliances that they can appear
brain-dead. I know when I first started working in retail, a customer was only
something I had to close. They were not a person, they were just a sale to be
made. That approach to sales is the antithesis of what is needed to overcome
not just the salesperson’s fear of rejection, but the customer’s, as well.
One of the best
ways to overcome fear is to be creative. The death of creativity and
imagination are at the heart of low sales in retail stores around the world.
Some think technology is the answer, but it isn’t. We have to find a way to
creatively open our heart to another person to combat our fear of not being
liked, not being taken seriously or not making the sale. When we do that,
we retain our most personal link – our link to humanity.
As John Guare
says in his play “Six Degrees of Separation,” “The imagination has been so
debased that imagination – being imaginative – rather than being the linchpin
of our existence now stands as a synonym for something outside ourselves, like
science fiction or some new use for tangerine slices on raw pork chops – what
an imaginative summer recipe.”
the passport we create to take us into the real world – it is what is most
uniquely us. President John F. Kennedy’s creative aspiration back in 1962, to
“go to the moon in this decade” motivated a nation to unprecedented levels of
innovation. A far-reaching vision can compel employees to tap into their own
creativity, as long as it becomes part of the DNA of a business.
Read the full article in the Members Only section
The Original Blue Book - Major Appliance Job Rate Guide was written and developed by Dean Landers. Mr. Landers wanted more options and features for his original product so he partnered with Service Company Solutions to create a more functional product. By combining the "Blue Book" with the innovative MPH engine, we have been able to create a more comprehensive "Blue Book". This new book includes both standard and premium appliances and has a more extensive listing of product codes and always up-to-date parts integration.
The book is only $149.95 and includes both standard and premium brands. For ordering details click here.