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Hints to Overcome the Hints to Overcome the Phobia of SellingPhobia of Selling

J. Carlos MaiaJ. Carlos Maia

March 2012March 2012

What a fish say when he hit a cement wall?????? Dam…..

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PhobiaPhobia(Wikipedia)(Wikipedia)

• From the From the GreekGreek: : PhóbosPhóbos, meaning "fear“;, meaning "fear“;• A type of A type of anxiety disorderanxiety disorder, usually defined as a , usually defined as a

persistent fear of an object or situation in which the persistent fear of an object or situation in which the sufferer commits to great lengths in avoiding it;sufferer commits to great lengths in avoiding it;

• Typically disproportional to the actual danger posed; Typically disproportional to the actual danger posed; • Often being recognized as irrational; Often being recognized as irrational; • In the event the phobia cannot be avoided entirely, the In the event the phobia cannot be avoided entirely, the

sufferer will endure the situation or object, with marked sufferer will endure the situation or object, with marked distress, and significant interference in social or distress, and significant interference in social or occupational activitiesoccupational activities..

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Here we go!Here we go!

• It is end of the month, and we It is end of the month, and we mustmust do sales ($ do sales ($$$);$$);

• We sort the list of prospects into groups;We sort the list of prospects into groups;• Trembling, we get the phone, and……;Trembling, we get the phone, and……;• Someone approach us and we turn out from Someone approach us and we turn out from

the phone. Again! the phone. Again! • Come on, is there a way to make sales Come on, is there a way to make sales

without… huuum… without… huuum… sellingselling ????? ?????

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Selling OurselvesSelling Ourselves

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HAVE YOU…• Wrote your Resume ? >>>>>>>>>>>>>Wrote your Resume ? >>>>>>>>>>>>>

• Done job interviews ? >>>>>>>>>>>>>Done job interviews ? >>>>>>>>>>>>>

• Get married ? >>>>>>>>>>>>>>>>>>Get married ? >>>>>>>>>>>>>>>>>>

• Done a public presentation or singing ? >>>Done a public presentation or singing ? >>>

• Practiced any sport ? >>>>>>>>>>>>>>Practiced any sport ? >>>>>>>>>>>>>>

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or, ARE YOU…or, ARE YOU…

• Starting a new business;Starting a new business;• Promoting an idea;Promoting an idea;• Raising funds for charity;Raising funds for charity;• Trying to make your voice heard at work Trying to make your voice heard at work • Or at home; etc.Or at home; etc.

Congratulations, you are selling yourself!Congratulations, you are selling yourself!

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So, what is the So, what is the BIGBIG dealdeal ? ?

FEAR OF REJECTIONFEAR OF REJECTION• If you have such a fear;If you have such a fear;

• Do not worry, you are Do not worry, you are NORMALNORMAL;;

• Because, all of us have it too.Because, all of us have it too.

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Let’s exam what Let’s exam what FEARFEAR plays on us plays on us

• Humans needs acceptance and approval;Humans needs acceptance and approval;

(Ex.: at work, recognition adds more than salary)(Ex.: at work, recognition adds more than salary)• Acknowledge the fear, do not fight it;Acknowledge the fear, do not fight it;• How many times we say “How many times we say “not interestednot interested” before ” before

hearing the offer ? hearing the offer ? (If it was money?)(If it was money?)

• We do (and get) it normally. Because selling could be:We do (and get) it normally. Because selling could be:

invasive, inconvenient, offensive, manipulative, invasive, inconvenient, offensive, manipulative, adversarial, even hostile or aggressive.adversarial, even hostile or aggressive.

• It is an act of self defense rather than objection.It is an act of self defense rather than objection.

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Cold calling Cold calling (murro em ponta de faca)(murro em ponta de faca)

• On this “strategy” we call (and are called by) On this “strategy” we call (and are called by) people to whom we owe (or owe us) nothing;people to whom we owe (or owe us) nothing;

• Yet, we (they) expect from them (they expect Yet, we (they) expect from them (they expect from us): time, attention, an opportunity to from us): time, attention, an opportunity to meet, and buy (sell) something from (to) us.meet, and buy (sell) something from (to) us.

• This is the perfect scenario for failure and This is the perfect scenario for failure and rejection.rejection.

Insanity could be defined as: Insanity could be defined as: repeating the same action over and over again; expecting different resultsrepeating the same action over and over again; expecting different results

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Selling, not bothering peopleSelling, not bothering people

• Obtain the prospect respect by respecting;Obtain the prospect respect by respecting;• People buy from people they like;People buy from people they like;• Sell for building rapport; not for immediate profit;Sell for building rapport; not for immediate profit;• Be prepared for answers and to help;Be prepared for answers and to help;• Best time for contacts: Monday mornings;Best time for contacts: Monday mornings;• Never on Friday afternoons;Never on Friday afternoons;• Develop a 3, 5 minutes presentation summarizingDevelop a 3, 5 minutes presentation summarizing

the products and the 5 most asked questions.the products and the 5 most asked questions.

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Bottom Line:Bottom Line:

Become an Become an expertexpert and and helperhelper for for your clients and prospects.your clients and prospects.

ReplaceReplace this new image of this new image of yourself yourself

by the one of a by the one of a vendor.vendor.

HOW ?????HOW ?????

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DifferentiateDifferentiate• If you are comparable with any of your competitors you

have a huge problem. • You’re part of the crowd and you have to compete hard

(spending a lot of money and time”) to get people attention.

• So what do you do? • You make yourself “different” and preferably

“incomparable.” • You brainstorm, identify and list specific things that you do

—or that you could do—to separate you from the crowd—and make you better.

• And you tell the world. (The word of mouse)

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Let’s see some examples:Let’s see some examples:

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5 seconds Professional Introduction“My name is So and So. I’m with

Exwyzee Accounting! We offer the best service in the business, and we have

more than 100 years of collective (technical)

experience.”

“My name is So and So. I’m an accountant! Last year I saved (client

oriented) my small-business-clients an average of $12,350 each, on all their

different taxes.”

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55 Most Objections on SellingMost Objections on Selling

1.1. Not interested;Not interested;

2.2. Don’t have time to discuss it;Don’t have time to discuss it;

3.3. I am happy with the current provider;I am happy with the current provider;

4.4. Can’t afford it (or no budget);Can’t afford it (or no budget);

5.5. Have to think about it (or discuss it with Have to think about it (or discuss it with someone else).someone else).

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1- Not interested1- Not interested

• Please let me ask you a quick question!Please let me ask you a quick question!

Your lack of interest could be for two reasons: Your lack of interest could be for two reasons: you don’t think you will benefit from the offer, you don’t think you will benefit from the offer, or that you can not afford going this choice;or that you can not afford going this choice;

• Is that your current situation?Is that your current situation?

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2- Don’t have time to discuss it2- Don’t have time to discuss it

• “Understood, Pat. Can we set a time when I can get back to you. Would later in the day work better for you?”

• “Tim, there’s no hurry. Would you like me to call back at a better time, or should we make a date for lunch and give you a bit of a break in your day?”

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3- I am happy with the current 3- I am happy with the current providerprovider

• “Chris, our best customers were dead set against changing suppliers. First they got to know us, by using us on a back-up basis, then they made the switch after experiencing the difference first hand. At this stage I would just like to make you aware of what we’ve got, and what it could do for you if you ever decide to change. Are you open for lunch one day next week?”

• “Carol, we’ve got something really new and different—and I want everybody in the industry to know about it. Let me show you the program and I promise that I won’t make it a sales call —purely informational. Fair enough?”

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4- Can’t afford it (or no budget)4- Can’t afford it (or no budget)

• “When you say you can’t afford it, Chris, it sounds like we may have made a mistake in our analysis. Do you think we over-estimated how much money this will actually save (not cost) you?

• “That’s not a hurry, Chris. I’m just calling to let you know what we’re doing with others in your industry. I’d like to talk with you to see if you could benefit as well, and you may find that this is something you will want to budget for next year. Let’s get together so I can ask my questions; show you our 5-minute power point, and answer your questions. How’s your calendar for late next week?”

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5- Have to think about it 5- Have to think about it (or discuss it with someone else).(or discuss it with someone else).

• “Chris, is there something in particular that you need to think about? If I know more about what concerns you, I can do some legwork and get you more information...”

• “Of course, Chris. Now what can I provide you, in terms of supporting materials, so you feel comfortable presenting this to your partners…?”

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Don’tDon’tss

• Don’t be negative about the competitors; Don’t be negative about the competitors;

(acknowledge and stress your qualities)(acknowledge and stress your qualities)

• Don’t use the words ‘problem’ Don’t use the words ‘problem’ (my pleasure)(my pleasure) and ‘free’ and ‘free’ (no-(no-cost);cost);

• Don’t ask if they have a difficulty (hard to admit);Don’t ask if they have a difficulty (hard to admit);

(assume it exists and offer the suggestion)(assume it exists and offer the suggestion)

• Don’t criticize without a good suggestion to offer;Don’t criticize without a good suggestion to offer;• Don’t ask questions with lead to a ‘no’ answer.Don’t ask questions with lead to a ‘no’ answer.