Overcoming the fear of sales
Overcoming the fear of sales
By Michael Crom, Executive Vice President, Dale Carnegie Training
Dear Carnegie Coach:
Q. our company has just announce that everyone with customer contact will be expected to be come involved in the sales process. I manage the technical support function, and my employees are especially nervous about this. Several say they're planning to quit, because they got into this work to help people, not sell to them. The company is planning some basic sales training.
A. Your company is pursuing a state-of-the-art business tactic. The theory is that everyone, no matter what his or her job, has some role in selling the product. Following this theory, your department would naturally become more involved on the front-end of sale because your employees have such close contact with customers on a second-by-second basis.
The problem is that your employees are being asked to do a job for which they weren't hired. In addition, sales has an unfortunate reputation as being a profession for pushy extroverts. Your task be comes one of building their confidence while convincing them that they do not have to change personalities to become solid sales professionals- good salespeople are helping people by leading them to the right product.
Try these tactics:
1. Show your enthusiasm for the change and your support for their new roles. Enthusiasm is contagious. Every time the subject make them perfect. Tell them you know how well they'll do because sales is just a small extension of customer support. Leave no doubt in their minds that this is exciting fun and a chance to grow.
2. Use role plays. In our sales advantage course, role-play exercises are a crucial part of the training. The participants can practice new skills in a safe, non threatening setting. They can work together to develop "scripts"' for overcoming objections unique to their industry. They naturally begin to support each other and pass along tactics they've found successful.
I would encourage you to have weekly role-play meetings where your staff brings in especially sticky problems they've had to deal with. See how several people would react to the situation, then discuss what seemed to work best.
3. Coach them carefully. Even with good training, your employees will be nervous when they enter the real world of sales. The best way to help them conquer fear is to reinforcement. Eliminate icism, even constrictive c until they are comfortable their new tasks.
4. Keep them focused. All successful salespeople work a plan they know what their goals are and work backward form them, defining exactly what tactics to pursue to meet the goals. This includes helping the prioritize accounts and providing tools, such as sales literature and scripts, that can increase efficiency. It also means developing a departmental vision and ensuring every activity flows from that vision. Your task is not easy, but these tactics are a strong cornerstone for building your sales management skills.
(c) Dale Carnegie & Associates, Inc. 2001. All Rights Reserved.
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