For many people, just the thought of sales evokes terror and fear. Many business owners and salespeople that I have met and worked with have experienced some type of fear relating to sales or the sales process and typically, it’s a "fear of rejection".

When I started my sales career, I faced the similar fears but mine was around cold calling and the fear of rejection over the phone.

I would only cold call as an absolute last resort or when my Manager forced me to do it. Funnily enough, once I got through 2 or 3 calls I was on a roll and I would be successful in making appointments. The hardest thing for me was to just pick up the phone and start dialing the number. It didn’t take me long to realize that calls lead to appointments, appointments lead to quotes and quotes lead to sales. Over time, I got better and better and I knew how many calls I had to make to get appointments that would ultimately lead to sales. So my biggest fear became my biggest strength.

There are far too many people who are not achieving their sales targets, revenue growth or personal goals simply because they are allowing their fear to take over. When you learn to overcome this fear, back yourself and give it a go, you will be more successful. This success will inspire you to keep trying it again and again and again.

It’s also interesting to note that rarely, does the negative feeling or fear come true. For example, many people are afraid that if they ‘upsell’ or suggest accessories or add-on products (which is such a simple and effective way to increase sales) they may lose the sale. If it does, it would be extremely rare. The customer has already decided to purchase, so isn’t it simply good customer service to ensure they have everything they need?

Another fear that regularly pops up is asking questions. Just about everyone in sales knows that great questioning helps to overcome objections and progress the sale. However, many people don’t ask good, probing questions because they are afraid the prospect or customer might give them a negative answer or will feel like they are prying or being too pushy (when all you’re really doing is building a complete picture and understanding of their situation). It’s much better to know about these things during the sales process so you can do something about it, rather than finding out right at the end when it might be too late.

So what can you do to overcome your fear in sales? There is no magic answer or quick fix that will work for everyone but there is one thing that will absolutely make a difference.

Push your fears or concerns aside and just try

When you try, be realistic in your expectations as it may take you several attempts before you begin to get better.

Here are a couple of other suggestions that you might like to try:

1. Identify (and write down) the negative thoughts that come to mind when you have to do what you fear most.
2. Identify your underlying beliefs you have of yourself and the situation? For example, do you think you are bothering people and they will get annoyed when you call?
3. Write a positive belief that will empower you and to overcome it. For example: ‘What I have to sell is extremely valuable and can really make a difference to the business (staff/situation/life). This is a much better way of looking at it than believing you are annoying.
4. Ask a mentor, co-worker or friend to help you or role play with. Tell them what message you want to get across or how you want to sound and see what feedback or advice they can give.
5. Never assume that the outcome will be negative and it’s not worth asking or trying. If you don’t ask, you don’t get. For example, if a prospect is showing interest and giving buying signals simply ask the question “Would you to like me to arrange delivery for next week?” or “Would you be free on Wednesday to start”
6. Be realistic in your approach and understand that sales is a numbers game. Not everyone that you speak with or meet will have an immediate need for your product or service.
7. If you do encounter some negative comments, don’t’ take it personally, because it isn’t personal. It’s business.
8. Get inspired. It can be difficult to motivate yourself to do something that you are always putting off, so instead look for inspiration from those who have been through the same thing and overcome it. Ask them for advice and tips on how they overcame their fear and what success they got out of it. When you are inspired, you will be motivated to try.

There isn’t a person I know in sales or business that hasn’t experienced some type of fear they have had to overcome. So do as the author Susan Jeffers suggests and “feel the fear and do it anyway”

This sales article was written by Karen Andrews, Director of Shine Sales Solutions, a Sydney based Sales Coach and Sales expert that works with businesses to increase their sales through strategy development, sales coaching and mentoring.
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