I am a
salesman. And, if you are reading this blog, chances are, you are as
well. If you are reading this blog it’s probable that we have
spoken on the phone. I have probably called you at some point in
time. I only point out this fact for one reason, so that you are
confident I know a little bit about the job of a salesperson.
In this
post I want to talk about one of the most important lessons I have
ever learned. Because, believe me, when it came to selling, I had a
lot to learn. You see, my formal education is in chemistry. Not
exactly the ideal training ground for a career in business.
Knowing
that I am trained as a chemist might help explain why I talk about
such nerdy stuff. It also explains why my grammar, and prose, are far
from the Queen’s English.
At any
rate, due to my nature, I studied the sales profession as
analytically as I had once studied the periodic table. What I have
come to know is that all sales jobs contain three fundamental tasks.
Those tasks are: prospect, present, and close.
Just in
case any other analyticals are reading this post, let me quickly will
clarify one point. When I speak of sales, and selling, I am talking
about non-retail selling. Retail sales agents usually do not need to
prospect, they simply wait for foot traffic.
Prospect,
present, and close. Those are the three jobs of a salesperson.
Obviously, you cannot close a deal if you've never made a
presentation. And, you cannot make a presentation if you haven’t
found somebody to talk to.
It’s
been said that 80% of salespeople wash-out, in their first year, due
to insufficient prospecting. That’s a BIG problem. Many a trainer
has endeavored to solve the prospecting problem. Unfortunately, the
solution can actually exacerbate the very problem it seeks to solve.
If you
have been in sales for any length of time you have likely heard it
said that people fail to prospect because of what? That’s right,
many talking heads will tell you that the problem is a fear of
rejection. Salespeople don’t do their job because they are afraid
of the word “No.” Sounds reasonable. Right? I am here to tell
you, it’s not true.
To be
clear, the problem does appear
to be a fear of rejection. However, if we hope to solve the problem
(and this is a big problem in need of a solution) we need to get past
appearances.
Allow me to demonstrate. Imagine you are at Starbucks
ordering a cup of coffee. Maybe it’s just after the Holidays. You
ask the person, behind the counter, if they have anymore of the
Pumpkin Spiced Lattes, and the barista tells you “No.” What do
you do? Do you cry? Do you run out of the store and “quit”? That
is to say, do you never again drink coffee? Hardly.
The
truth is, being told “No” isn't that big of a deal. We get told
“No” all the time. So, let me say again, unequivocally, that you
are not afraid of rejection. That is to say, you are not afraid of
the word “No.” What you’re afraid of is the perceived meaning
behind the word “No.” I know that might seem like a distinction
without a difference but, stay with me, and I’ll do my best to
explain.
When the
Starbucks barista told you they were out of Holiday drinks, you took
it as a statement of fact. No big deal. Right? You didn't read into
the comment, or worry that the gal, in the green apron, disliked you. You
simply selected something else to drink. The problem is, when we
attempt to do our job, as salespeople, we often turn into mind
readers.
For
example, let’s say you are a realtor and you ask somebody if they
have any plans of buying or selling real estate. When that person
says “No” many people immediately turn in mind readers. Meaning,
people try to figure out why the person said no. That is to say, they attempt to discern what the prospect means.
One
possibility is that the prospect doesn't like them. How could that
be possible? Well, some salespeople don’t like the sales
profession. As weird as it may sound, there are plenty of
salespeople who think sales is a dirty job. This is why a lot of
people come up with interesting titles to cover-up the fact that they
are salespeople. They might call themselves “account executives”
or “territory managers” or “financial planners.” All vain
attempts to hide the true nature of their job.
When a
person, who does not believe sales is an honorable profession, hears a
prospect tell them “No” they often project their own feelings of inadequacy onto the prospect. The salesperson often assumes that the prospect must also
dislike selling. And so, by extension, the prospect must not like the
salesperson. Nobody likes to be disliked so the salesperson feels
uncomfortable. It’s an unfortunate situation on many levels.
If this
sounds like you, I encourage you to listen closely. Because, if you
don’t adjust your thinking, about the profession of selling, you
are likely to end up a statistic. If you feel uncomfortable about
being a salesperson that discomfort is the result of fear. You fear
that people won’t like you (perhaps even hate you) if they find out
you’re a salesperson.
Fear is
a natural and, sometimes, healthy emotion. And, what we know is that
all emotions stem from our beliefs. So, if you believe that
salespeople are greedy, manipulative hucksters, you’re going to
have a hard time doing your job. Instead of asking people if they are
interested in buying or selling, you will probably waste your time
trying to come up with a new way to hide your true identity. Perhaps
you will try to engineer a new title for yourself, or runs
advertisements trying to get people to call you.
Are
salespeople greedy and selfish? Some of them are. Personally, I too
get quite frustrated with people who proudly proclaim that they can
sell glasses to a blind man. It’s pathetic. If you sell glasses to
a blind man, you are not a profession salesperson, you are a con
artist. Professional salespeople are problem solvers. In order to do
business, a genuine problem must exist.
As an interesting
observation, I have never heard this type of con-artistry come from
the mouth of a true professional. But, I can’t tell you the number
of times I have heard an unemployed person brag that s/he could sell
ice to eskimos. Oh, the irony!
There
are many reasons salespeople avoid prospecting. And, over time, I
will address as many of the reasons as possible. For now, I have
highlighted one cause of this avoidance behavior. Salespeople don't
prospect because they are afraid. It's not really the word “No”
they are afraid of. One of the things some salespeople truly are afraid of is being
identified as salespeople. It's too bad.
For this
reason, I believe you should frequently work on your attitude towards
the profession of selling. America herself was discovered by a
salesman. According to Zig Ziglar, there is no way you can accuse
Christopher Columbus of being a navigator. Chris was looking for
India! He only missed by about 8,000 miles. However, he was able to sell Queen Isabella on the idea of giving him three ships to use to search for a shortcut to India.
Our
first president, George Washington, was one of the greatest salesman
to ever live. Think about it. How did he recruit the Continental
Army? Could you imagine? What was his offer? “Listen boys, you will
be working for free and if you don't do a great job you'll be killed.
Who's in?” I submit to you that George Washington was one hell of a
salesman.
I could go on and on. The
truth is, sales is a noble profession. If you can come to internalize the truth of that statement, you will have taken an enormous step
towards eliminating the fear that is holding you back from doing your
job.