By Keith Rosen, MCC
The Executive Sales Coach TM
On a very basic level, there are five ingredients needed to create a sale:
- The salesperson
- The qualified prospect
- The need or want of the prospect
- The product or service
- The selling strategy or procedure you follow to guide the prospect to the natural conclusion of the selling process: the sale
While many salespeople would say the selling process is about the customer, often they wind up making it about themselves.
Think about all the fears or reluctance you may experience when it comes to cold calling or selling. These are things I often hear:
- “I don’t want to say the wrong thing.”
- “I don’t want to look bad or lose face.”
- “I don’t want to be a nuisance.”
- “I don’t want to impose.”
- “I don’t want to be rejected or hear no.”
- “I don’t want to blow it!”
I, I, I, I, I!
Look at the first word that begins each statement above. Making the selling and cold-calling process about you is the number one roadblock to successful prospecting and the number one cause of cold-calling reluctance.
Instead of making the selling process about you and how much you can gain if you sell, make it about the prospect and how much value you can deliver to them.
If you experience any fear or resistance to prospecting, look at who you’re making the selling process about. Chances are, you’re making it about you!
Once you shift your focus and energy to the prospect, it will immediately relieve you of the unnecessary pressure to look good and to perform well.
You can make the selling process about you and how much you can gain: money, sales, status, and so on. You can make it about your fear of rejection and/or disgrace. Or you can put your focus on the prospect and how much value you can deliver to them. When the focus of cold calling is no longer the salesperson’s negative assumptions or fears but is truly on the prospect and the advantages that your product can provide them, the fear and reluctance disappear.
After all, how will you capture interest when all of your energy, concentration, and attention is directed on you and your performance instead of on the prospect?
When you make the selling process about the prospect and the value you can deliver rather than what you can gain if you sell, the sale then becomes a natural byproduct of your selfless efforts and good intentions.
About Keith Rosen, MCC — The Executive Sales Coach
Keith Rosen is the executive sales coach that top corporations, executives, and sales professionals call first. As an engaging speaker, Master Coach, and well-known author of many books and articles, Keith is one of the foremost authorities on coaching people to achieve positive change in their attitude, behavior, and results. For his work as a pioneer and leader in the coaching profession, Inc. magazine and Fast Company named Keith one of the five most respected and influential executive coaches in the country.
If you’re ready for better results quickly, contact Keith about personal or team coaching and training at 1-888-262-2450 or e-mail email@example.com. Visit Keith Rosen online at Profit Builders and be sure to sign up for his free newsletter The Winners Path.