Ellen Rohr
Contributing Writer
Bare Bones Biz
Salesphobia: 1. A compulsive and persistent dread of or aversion to Sales.
I am a recovering Salesphobic, so there is no judgment here. How about you? Our aversion to Sales may be linked to our past experiences with bad Sales attempts. Once, I had to forcibly push an over-zealous window Salesman out the door. He had been at my house for three hours before he announced he wasn’t leaving without a signed contract. Yikes!
As a result, we learn to hate Sales and cringe at the thought of being a Salesperson. But there is a paradox here. The things we hate about Sales are things that don’t work in Sales. We hate pushy Salespeople. You know what? Pushy Salespeople don’t make many Sales. We hate it when Salespeople lie. Well, liars don’t make a second sale, which shortens their career in Sales. In other words, our fears about Sales are founded in behaviors that don’t create Sales!
You gotta get over it.
Regardless of its cause, Salesphobia is a terminal disease. So, here are some ways to recover….
1. Recall purchases that have made you happy. Just today, you’ve bought power, water, sewer, internet service, phone service, fuel…without even thinking about it. Over time, you’re buying your house, and maybe your car. Within the last week you’ve probably bought food, clothes, entertainment, education, haircuts, vitamins, school yearbooks, and family outings. Fun stuff!
2. Without Sales, you are out of business. It’s easy to lose money in business. It’s easy to dig a deep hole of debt. Just sell stuff for less than it costs. Alas, when you do, you do a disservice to yourself, your employees and your customers. As a profitable business owner, you are a pillar of society. As a losing business owner, you may become a burden to your community.
3. Become a fanatic about the numbers. Track your costs of doing business. Create a budget. Be sure to include generous compensation and benefits for you and your team. Apply a responsible profit. Establish a selling price that covers all costs and profit. Then, track your actual performance. Use the financial statements – the balance sheet and the income statement – to keep score in your business. If you don’t like the score, make some changes. Financial data helps break through the denial that can lead to Salesphobia.
4. Promise never to sell anything your customers don’t need or want. How about that? Does that make you breathe easier? Nobody wants you to shove anything anywhere. Good Sales and good customer service go hand in hand. You offer wonderful services…quiet, clean, efficient plumbing and heating systems. Your customers wouldn’t call you if they didn’t have a problem. Aren’t your customers better off if they buy?
5. Understand the connection between Sales and world peace. Good Sales are good trading practices. Good Sales contribute to solid, self-sustaining communities and countries, and support peaceful distribution of goods and services. Nice!
Face the fear. Share what you offer truthfully and professionally. Ask questions and answer questions. Listen for opportunities to present solutions. State the price. Make the Sale. Therein lies the cure.