Overcoming Fear in Sales

There’s a certain irony to having the mighty king of the jungle Savannah as our universal symbol of courage. At the top of the food chain, they have very little to fear. Most people in my audiences seem to understand that courage is not the absence of fear, but the ability to take action amidst of it. Of all professions, there are very few that require as much courage as salespeople. Every day we put our pride (pun unintended) and emotions on the line facing our fear of rejection. We risk our livelihoods and security by choosing this noble profession in the first place, as underperformance can easily lead to losing our job and income. If you want to increase your courage, whether you are in sales or not, here are three ways you can increase your courage and overcome your fears:

Overcoming Fear in Sales tip #1: False Evidence Appearing Real

When I first heard this acronym, I chuckled because it felt as though its creator slapped some words together to create a cute mnemonic. Although it still feels a little cringeworthy, the truth it conveys is that we often fear consequences that have no basis in reality. When making a prospecting call, are we in any physical danger? Will you be blacklisted so that no one will ever talk to you again? The answer is an obvious “no” (unless you are exceptionally rude!). Think of the worst possible thing that could realistically happen, write this down, and you’ll find that its emotional impact on you will diminish.

Overcoming Fear in Sales tip #2: Face Your Fear

Ralph Waldo Emerson once wrote “Do the thing you fear and the death of fear is certain.” The more you repeat the activity you fear without dire consequences occurring, the less power your fear will have over you. You will effectively desensitise and disassociate your fears from the action, and you will feel a new sense of freedom to sell!

Overcoming Fear in Sales tip #3: Give Value

One of the major reasons we fear selling is when we don’t honestly and truly believe in its value. A lack of conviction will create feelings of uncertainty, guilt, and reluctance. When you are fully convinced that your product will bring more value than its price however, you will act consistently with your inner sense of ethics and morals.

Conclusion

When faced with the fear of rejection or any other variety that we face in sales, we need to remember that it is irrational, face the fear, and focus on giving value. While the feelings of fear may never fully be extinguished, you will be well on your way to becoming one of the most courageous salespeople your prospects have ever met.

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