Selling. It even sounds like a dirty word. Like you’re trading your value for CASH. Oh wait…that’s exactly what you are doing. Only it’s more like you are giving value to others in a reciprocal exchange. What we so often forget is that there is an equal exchange — while we are getting value in the form of money, we are also giving it in return.
Without you, your customers or clients would have to come up with a solution themselves. Maybe you are selling a physical product that you can expertly produce in a more efficient manner than they could if they had to create a one-off version of their own.
Perhaps it’s something that they could never hope to achieve themselves. If you are selling your knowledge or expertise, what you are trading is your know-how, saving them both the time and money it would take them to acquire that knowledge on their own through trial and error.
So when we break it down to what we are actually doing, why it is that we still have such a problem with sales?
It comes down to this simple truth: we hate being (what we perceive as) rejected. When we put ourselves out there in a big, exciting (and indeed scary) way, we want to hear a chorus of “Yes’s”. It’s the fear of that single “No” that has us paralyzed with fear at the prospect of putting it out there, of asking someone to buy (for money) what you have to offer.
Unfortunately, being afraid of selling is no more a valid excuse not to do it than saying you aren’t good at selling. If you want your business to survive (and thrive), you need to get over your fear and learn how to generate sales! Think of all the other skills you had to master when you started your business. Learning how to sell is no different.
How to Get Over Your Fear of Sales and Start Selling
Stop Taking It Personally — Remember that your prospects won’t always tell you the real reason they say “No”. Chances are it has very little to do with you and more to do with their own situation. Maybe they don’t have the money to be able to afford what you are offering right now, perhaps their partner doesn’t agree with the direction.
Be Okay With Hearing “No” — Don’t assume the outcome will be negative, but do get used to the idea that you will hear “No” from time-to-time. Often, it means you need to understand more of what your prospect needs to turn that “No” into a “Yes”. Does your proposed solution meet all their requirements? Is cost an issue that can be resolved by changing the scope of work?
Acknowledge Your Value — Start seeing yourself as your best customers and clients see you. Do you help them shorten the learning curve, saving them both time and money? Does your product make their lives easier, simpler, better? Get used to the idea that you are providing value (and not simply asking for money for no reason).
Remember to Tease With the Truth — Put some effort into coming up with a solution, but don’t give away all your ideas for free! Instead of going on and on about what they could or should do, shut up and tease them with what is behind the closed door of your business: “I have lots of great ideas for you” (and as soon as you sign on the dotted line, you will get them).
