Was it Burt Lancaster who
came out with those immortal words “If you build it they will come” in that
excellent film ‘Field of Dreams’?
But in business it’s
increasingly clear that if you build it they probably won’t come. Apart from
those who would have shown up anyway – and they are often not that many.
It often starts like this;
A business idea is born - through a fabulous sounding idea, or because the
timing is right to realise that life dream. Perhaps the money is there at last.
Maybe a redundancy or other life changing event has forced the issue. Or a
combination of all of the above.
The passion is there.
Unbridled enthusiasm is unleashed as the new entrepreneurs start to ‘live the
dream’.
Then suddenly it dawns –
they need more sales to survive! And increasing sales
is certainly not their speciality.
I’ve met some brilliant people
in my line of work. Name a business sector and I’ve probably had the joy of
meeting brilliant people within it.
That’s brilliant at ‘what
they do’. But, sooner or later they have to get good at what they don’t do
– Sell.
That’s when many develop
that well known condition RSS – Reluctant Seller’s Syndrome. Sometimes I think
it’s catching!
The symptoms?
·
They associate
the word “selling” with those nasty high pressure sales tactics you hear about.
This belief embeds itself over time – and ultimately inhibits their sales
performance.
·
They view
selling as “persuading people to have something they don’t need” (it certainly
isn’t by the way) – so they shun practising this sordid discipline!
·
They freeze at
networking events – speaking only to those they know and staying much too long
talking to the friendly person next to them. They avoid breaking the circle and
‘interrupting’ a group nearby.
·
They end up heavily
discounting their services because deep down they didn’t believe their product
or service was worth the initial price – and it showed.
These are the common
symptoms – there are others too.
What to do if you’re exhibiting
‘Reluctant Seller Syndrome’?
CELEBRATE!
Because there are lots
like you. It’s a big club.
Then what? Grab the
nearest pen and paper.
Ask yourself “What Stops
You?”
Dig deep. What REALLY
stops you? And be very honest with the answers. Write down everything that
comes into your head – even if it makes no sense. When you’ve written
everything you can, WAIT. There will be more to come. That first gap was called
a blank spot. Go past two blank spots and when you’ve finished writing the
third time, then you probably are finished.
Now I don’t know what your
answers will tell you – but you will. There will be some true nuggets in there.
Nuggets which will, with a little thought, tell you exactly what you need to do
next.
It’s all about the
psychology of selling!
Until next time...
Leigh Ashton
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