FEAR CREATES UNDUE PRESSURE

Peter Collins

Mentor ~ Coach ~ Acclaimed Author ~ Sales Strategist ~ Closing Specialist - High End Sales Trainer

Published Oct 1, 2017

This is perhaps the least understood aspect of FEAR. It is not pressure applied onto the salesperson by the management or by peers - it is pressure applied by the salesperson themselves . . . onto themselves.

Instead of accepting targets, budgets, limits, on-going training and so on, the salesperson keeps asking how will I ever reach this budget; there's not enough time; the training is taking up too much of my time. This type of pressure causes a distortion of the truth.

Once the salesperson begins to realise that he or she is the navigator of his or her own destiny, and that decisions made today will govern what tomorrow will bring, targets, budgets, limits and on-going training take on a new perspective.

The most wonderful part of anyone's life, is that LIFE is an accomplished teacher. The things you tend to avoid today have a habit of returning on as many tomorrows as you ask them to. On the other hand, if you learn to master your problems, new ones will always take the place of the old ones.

WHENEVER WE FEEL FEAR OF NOT DOING A GREAT JOB, OR FORCE THE SALE, WE EXPOSE ANOTHER PRESSURE

The underlying factor here is a hidden and quiet enemy called "sales pressure." Now that’s not to confused with the overt "salesperson" type of pressure.

This pressure is subtle, it’s that beneath-the-surface simmering, built-in sales pressure that can arise when we’re dealing with our prospects without us even realizing it.

It’s so common, good salespeople trigger it every day of their working lives. Most of us control it, but some of us don’t. To give you an example, this subtle type of sales pressure is triggered whenever you focus on getting an appointment or making a sale. It’s at its height when everything about you, your mannerisms, your body language and your whole presence clearly indicates to your potential clients, "I'm now taking you through my sales process."

Whenever we go overboard, feel uncomfortable, or under pressure to “get the sale” or to “get the selling process into a place where you take full control,” and do so at any extremity, you are likely to send out those silent, but subconscious, “red flags” that make potential clients feel mistrustful because they feel that you're going to try to "sell them" now.

Their only defence in this kind of situation is to respond by evading, withdrawing, or concealing the truth whenever they feel they are losing advantage because the salesperson has assumed too much control, in their eyes anyway.

Professional sales coach, Shamus Brown, helps both businesses and private individuals increase their sales writes this about sales pressure:

“Success in selling depends largely on your mental attitude. One thing that surprises many new sales people just starting out is that sales pressure comes at you from all directions. You get it from your customers, your competitors and from your company.

When you stop looking for your customer to be your friend, or your manager to be your friend, and YOU start being your best cheerleader and supporter, then you will stand a chance. Clients only have power if you let them have it.”

The late Dr Norman Vincent Peale would actually pray the Lord will bring him new problems each day of his life by asking "What's the matter Lord, don't you trust me anymore? Give me some problems!" That way, life no longer offered any new surprises. And that wasn’t bad for a man in his 80's at the time.

YOUR PROSPECTS AND CUSTOMERS SHOULD HAVE THE FEAR PROBLEM - IF THEY DON'T, FORGET THE SALE

In essence, Closing is not a series of magic formulas that get the customer to want to buy, but to simply make the customer aware he or she has a problem if they do not buy your strategically planned and effectively presented SOLUTION to that problem. And Closing should definitely not be FEARED, but welcomed by the seller.

On the other hand, the prospect should be presented in such a way that they should be FEARFUL OF NOT BUYING from the seller - not the other way around.

If the sales presentation has been effective, closing the sale is nothing more than simply:

 Getting the details down on paper,

 Obtaining a signature,

 Exchanging a product or service for a sum of money,

 or the promise to pay the money on delivery or at a future date.

So what is the best way to get these final details settled? Well, that too is simple. Your prospect's should be asked a series of well-planned questions specifically designed to promote a feeling of ownership - the prospect's ownership.

HERE’S SOMETHING YOU CAN CONSIDER TO GET YOU UNDER WAY AGAIN

Whenever pressure becomes the driving force, there can be a great temptation to spend all your waking time thinking about your below expected results. This is natural and we all do it, however, it doesn’t really bring in any more business or make the situation more bearable.

When this happens to you, then use it to your advantage and use all forms of Sales Activity to bring in results. Start with conversion ratios and average order values, then calculate how many extra sales prospects you need in order to improve results. That way you’ll start getting some control over the situation.

Once the figures start flowing, you should tend to overlook the obstacles and allow varying degrees of pressure to help drive those results. However, immediately the pressure becomes too much, back off.

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This Article is by Peter Collins - In a sales career spanning more than 50 years, Peter Collins has focused on helping and bringing out the best in others - whether it involves training or mentoring salespeople, managers, business consulting to SME’s. Since the 1970’s Peter has built a reputation as a Nationally and Internationally Published author, and of the 130 books he has written over the past 48 years, Peter has 65 Business Books to his credit, (but he is mainly known for one book based on the Audio Tape series of the same name, Over 50 Ways of Closing the Sale). Peter also has written 23 Christian books. One of Peter's books, sold almost 2 million copies in the late 1970's and is still selling well through second hand online marketers worldwide. In his personal life, Peter has been sought after as an encourager and motivator that has given of his time and talents freely despite his busy schedule. Subsequently, he has assisted churches, pastors, community and charity groups, as well as individuals through his teaching, training, development and on-going mentoring.

Peter can be contacted through his website – profitmakersales.com

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