sales ection

By Nick Nicholas

ready to see me?" "What if he already has a supplier for this product?" They let rejections of the past dictate their thinking today. They're so focused on "what if' scenarios that they often fail to hear the prospect's real needs.

to the situations that cause you fear until they don't bother you anymore. If you doubt your product, use the product research and analyze it to see if your doubt is unfounded. If you doubt your abilities when selling to a senior decision-maker, gradually increase the number of sales calls you make to senior executives. After each call, analyze what happened. Identify what went well and what you will do differently next time.

Your comfort zone will expand or contract according to your actions. If you're fearful about something and withdraw from it, your comfort zone shrinks. Eventually you become so uncomfortable that you quit. Yet, if you face your doubt head on and work through it, your comfort zone will expand.

2. Trust your tools

No matter what happens during a sales call, you will be okay because you have the tools to handle it. The three most important tools you bring to any sales interaction are your knowledge, skill and ability. Take stock of these three tools. Identify your strengths and limitations.

Attend seminars, read industry journals, or find a mentor within your organization who can help you turn your limitations into strengths. Your customers are a great source of information regarding the industry and their needs. The key is to trust your tools and know they will serve you well, even in the face ofrejection.

3. Stop playing "lhat if'

Many salespeople let "what ifs" ruin their day. When they're preparing to meet a prospect, they say to themselves, "What if the prospect is having a bad day?" "What if she's not

Key to overcoming "what if'thinking is to let go of the past, live in the present, and look forward to the future. Realize that what you said to a prospect 30 days or 30 seconds ago can't be changed. So if you didn't get the desired response, you have a choice: either dwell on the consequences or make a new decision based on the new information. The latter is what successful people do. They know that if one strategy fails, they can always try another.

4. euila your A-Team

In the military, an A-Team is a Special Forces unit made up of specialists, each possessing a select area of expertise. General Eisenhower won World War II by surrounding himself with people from many areas of expertise to whom he could turn for advice.

Unfortunately, many salespeoPle mistakenly believe that if they go to someone for help, they're showing weakness. In reality, strong and successful people go to others for advice and input. Think of the best salespeople you know. They know precisely whom they need to speak with in the order-processing department to get a special order through. They know somebody in accounting who can take care of a billing problem. They make themselves stronger by using the strengths of those on their A-Team. Focus on building relationships with those people who can help you succeed. When you have a strong ATeam behind you, your doubts will fade, your skills will shine, your actions will be firmly positioned in the present, and you won't be playing "what if' ever again.

- Mr. Nicholas, CSP, First Sergeant U.S. Army (Ret.), is a professional speak' er. trainer and author. He can be reached at www.becourageoustom.