Most people who have a fear of selling just don’t understand what selling really entails. Selling is not about making people buy something they don’t want or need. A professional sales person is the winner of business and best described as a solution specialist.

1. It is a misnomer to believe that a good salesperson can sell anything. A good salesperson can only sell effectively a product or service that he or she believes in. It is important to have faith in what you are going to offer.

2. Customers want to talk to sales people who know what they are talking about; so ensure you have good product knowledge to enable you to answer questions, and address worries and concerns.

3. Soldiers don’t go into battle without training and nor should you waste a potential customers’ time with a lack of knowledge or feeling unsure of what you are doing. Get appropriate training to dramatically remove insecurities and any fear of selling.

4. Do you recall the saying, ‘You can be so sharp you can cut yourself’? You don’t have to be brilliantly clever or use out-moded sales gimmicks to be an effective sales person; just be honest – and focus on your customers’ needs.

5. Most potential customers are nice people; so think of a potential customer as a friend you have not yet met, and treat them warmly. Make it your business to learn something about them that you can refer to next time you meet. People like to be remembered. Remember, customers are much more loyal to people, than they are to companies. If they like you, you are more likely to win repeat business.

6. Most professional buyers are nice people; but they only have time for professional sales people with knowledge. If you know your products and understand their market, they will be a delight to meet.

7. Welcome the No’s. Remember that a No is only a No today; it is not a personal rejection; and it may not be a No tomorrow. Super salespeople have had more No’s than they have had Yes’s. They understand that each No takes them statistically closer to a Yes.

8. If you are new to selling, tell your customers. Most will be sympathetic; the majority will be helpful; and they will understand. They will take the opportunity to explain in more detail what they are looking for; what will work for them and what doesn’t. In many cases, they will help you to make the sale to them, in order to be supportive and to wish you luck.

9. Look forward to the great feeling that you will experience when you make a sale, and enjoy the moment. It is a feeling that those of us who have been selling all our lives never tire of. Congratulate yourself for a job well done, and make a note of what worked well for that customer, so you can remind yourself next time.

10. If you are not able to attend a training course, then invest in the best sales book you can find, by someone who has had years of experience.

Selling is something that we do naturally, every time we persuade our families and friends to purchase or experience a product that we have enjoyed, or a destination we have visited. Learning to sell without fear is a matter of bringing the enthusiasm, focus and knowledge we use in our personal and private lives, into the workplace.

Remember that the salesperson brings in the revenue that keeps the wheels of every business in motion and the profits that support every employee’s lifestyle. Nothing can happen anywhere in the world until a deal has been negotiated or a successful transaction has taken place!

Selling makes the world go round – and it is a skill that no-one need fear because everyone buys and everyone sells on a daily basis. Good luck and great success.

RICHARD DENNY is the chairman of corporate training specialists Denny Training and the internationally bestselling author of 5 books translated into 27 languages, including Selling to Win (Kogan Page). He is a broadcaster, keynote speaker, chairman and facilitator; and a millionaire mentor for EBA. www.richarddenny.co.uk
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