Don’t you love the negative beliefs that cloud our mind in a sales appointment “I don’t want to pressure them into it”, “I don’t want to be pushy” or my favourite “I am just not that kind of person that hard sells”. I am sure I am sharing nothing new with you here, but in business it is absolutely necessary that you sell yourself to your full potential. All the heart, inspiration and soul that went into building your product deserves to be communicated with the same amount of heart, inspiration and soul!
However guilt is a normal emotion to feel, whenever you go for the close. Society has conditioned us to believe that sales, persuasion or pressure is purely negative for people to experience. The reality is that if people like Steve Jobs, Richard Branson, or Elon Musk lacked the ability to sell then innovative products that have disrupted markets wouldn’t exist. It’s important to consciously know what are the benefits to your customer when you sell your products, ask for the money or close the deal. I have found by taking this approach that I discovered in order to truly make an impact on someone’s life it is my duty to close them on the value I created, which is my business.
After all, businesses wouldn’t exist if customers didn’t have a problem that didn’t need solving. That statement alone is why you have permission to sell, close and negotiate like you truly mean it.
If you’re struggling to make sales because feelings of guilt is getting in the way, follow and implement the exercises below:
Steps to breaking through the guilt of sales:
1. Get very specific on what you’re feeling guilty about
Far too often I get asked how to break-through the guilt of selling and my first response is “its not the guilt of selling, it’s the guilt of something in your sales process”. For example, some people may feel guilty about asking for money, others may feel guilty in handling objections or possibly in asking hard questions. Without specificity in what is causing this guilt, you’ll forever be guessing and wondering why this continues to hold you back.
2. What are the benefits of performing this action?
Now that you have defined what you’re guilty about, list all the benefits that your customers will gain by you performing this action. I know this sounds unusual but trust me with this, it works!! I out of anyone I know feared taking money from others. I used to stutter, stumble and apologise for closing and it held my progression back in a major way. However after performing this exercise within a month’s time I was first on the sales board and my ability to influence people had sky rocketed. Push your mind to do the same and you’ll dissolve the guilt in your mind and body (yes there is a physical release too!).
3. What are the negatives of not performing this action?
Now list all the negatives to your customer if you don’t perform this action you feel guilty of. For example what are the negatives of NOT closing? What are the negatives of NOT asking for money? This is incredibly powerful as it dissolves the other side to a polarised belief that has been dictating your behaviour in sales. Take your ability to this level and you will never hold yourself back in sales again!
In summary, every entrepreneur, solopreneur, influence, coach must sell and close people on ideas and offerings. The way you move past the guilt of doing this is:
- Get specific on the action you’re guilty about taking
- List the benefits to your customer when you perform this action
- List the drawbacks to your customer when you don’t perform this action
Jordan D’Urbano - Jordan D’Urbano is a sales trainer and human behaviour expert who specialises in teaching entrepreneurs how to sell not only what their company is worth, but what they are truly worth.