Selling and negotiating is a matter of the head: Get out of your comfort zone!


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Whether self-employed or employee - who sells, does that Company Well. Stupid only that sellers have far too often a disturbed relationship to sell. It is precisely the inner attitude that determines success and failure.comfort zone

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Oliver Schumacher Oliver SchumacherOliver Schumacher is sales trainer and speaker.

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Success ≠ rest

Far too often, salespeople pursue a passive behavior: The joy of seemingly self-sustaining customers and existing customers who will certainly order again soon is great. Who is not sleeping again? The competition!

While customers and inquiries will manage more than development, the competition is starting. The crux of the matter: The competitor's offer is usually neither cheaper nor better quality. The “opposing” seller is simply more active, also and especially when dealing with customers.

Inactive sold badly ...

Inactive salespeople have no excuse: “Just call afterwards - what do they think of me if I keep bothering them? or “If you want to buy, you will come back to me anyway!”

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Many salespeople are concerned about being too pushy. Interestingly, however, customers often think that many providers are too passive: "If they don't even call me to do the job - how slow is it until they have my job?"

... pressure as well

As well as the envy of colleagues, many sellers fear the pressure of an executive, Team- and sales requirements. Both are counterproductive. Too much pressure in the sense of "If xy is not reached by then, then ...", culminates quickly in cramped conversations and ultimately in customer loss.

So many sellers have their own high standards in their way. They expect miracles, from now on equal, make themselves too much pressure and frighten their customers.

Spiral of failure

Failures increase the fear of failure. In addition, the pressure to succeed increases, resulting in nervousness, which in turn increases the fear of failure. The probability of failure increases.

Sellers then quickly slip into a negative spiral. Their self-esteem drops, they no longer act as consultants and salespeople, but as supplicants. In order to generate orders, prices tumble and discounts rise. The main thing is to quickly finish work and get away from everyday sales even faster…

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Ask a question about “WHY”

You can ask yourself the question "why" - and give the answer straight away:

  • Why do not salespeople look for new customers?
  • Why, instead, do they prefer pencils or clean up their office?
  • Why do not they face their fears?
  • Why are not you open to it?

Fears are weakness

On the one hand, fears are labeled weakness in many places - colleagues and managers are often unlikely to understand such a revelation. On the other hand, we humans do not want to acknowledge our fears by nature and hope for the “miracle cure”.

Admittedly, confronting your fears is extremely uncomfortable. It has been arranged with them, its sales (in) activities geared to it. Who likes to give up these comfortable structures?

Changing established behavior patterns requires iron will and patience. Diligence, the inner attitude and the confrontation with one's own fears turn the “hated” customer acquisition into an occupation with added value.

Put one foot in front of the other

Unfortunately, people are usually overstretched when they want to change their behavior. Many want to change this from tomorrow to tomorrow. But no one takes from today to tomorrow 30 kilograms, which he has previously increased for years.

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The same is true in the sale: No one will be another man or seller tomorrow just because he wants it. Anyone who has spent many months and years pushing his problems with the sale into the background takes time to remove obstinate, mental links.

People of the same kind stick together…

Successful people often know many other successful people - and vice versa. A personal environment with many people who think positively or solution-oriented can be “contagious”.

Fears are best reduced if you attack them flexibly, positively, solution-oriented and future-oriented. As so often, success takes small steps. Colleagues, managers or external service providers can be a valuable support as coach or “godfather”.

Know the fears of the customer

Only a few people openly talk about their fears - and therefore, on some anxious ones, they are so invulnerable and exemplary. Not only sellers are more or less plagued with fears. Negative emotions also dominate many customers.

After all, they know: their counterpart, the seller, is measured primarily in the form of sales and sales figures - not primarily in customer satisfaction or an honest, customer-oriented consultation. Sellers desperately despair of customers who do not buy from pure persistence or lack of orientation.

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Uncertainty hinders communication

Uncertainty (stage fright) sometimes leads to contradictory behavior, even in discussions with customers. Signals are then prematurely misunderstood by both sides. "The offer cannot be good, as nervous / shy / submissive as it is."

Like restraint, however, it is also possible to interpret the uncertainties of customers as presumptuousness. In addition, sellers' worries often strike too negatively on his words and behavior. And again the customer does not buy.

Sellers never learn

A degree does not come from today to tomorrow. Selling is called endurance. And: Customers can only buy from those who know them. That's why advertising for customers is easy.

Anyone who takes the time and seriously faces his problems is on the way to becoming a salesperson who likes to meet customers and achieve sales targets in a playful way. Successful salespeople not only know how to prepare talks well, but also to learn from sales talks.

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