OLSEN on Sales By James Olsen
It’s emotional
is emotional. We decide with our hearts and then ustify our decisions with our “logical” brain. Change ma es us uncomfortable. A worldwide pandemic and social upheaval represent big, emotion-laden change for all of us. Staying focused with so much clamoring for our attention is a challenge. We must set limits on how much we are going to pay attention to the outside world, if at all, during wor hours and stay on tas vs. staying on the internet worrying and tal ing about things beyond our control. Sales is a transfer of emotion. Master Sellers control theirs. ne of the earmar s of a great seller is that we can t tell what ind of day they are having. Master Sellers plan their wor and wor their plan. hey don t let the outside world affect how they perform. f course, they prefer to have good days than poor days, but they now how to stay on course. Many sellers are ruled by their emotions. If they are having a tough time in their personal lives, their sales performance shows it. he Master Seller eeps their life in compartments. he Master Seller uses wor as a refuge when things in their personal lives are wobbling. Master Sellers now how to put on their “happy face” when it s game time.
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Prospecting—It’s Emotional
Prospecting is arguably the most di cult thing we do. It ta es emotional fortitude to call prospects a day and maybe find two potential customers. Master Sellers embrace the challenge, while most sellers don t prospect in any ind of professional, focused way. hey seldom prospect, therefore aren t uid when they do it, thus getting poor results, which creates the vicious circle of poor results, reluctance and non-performance for bringing in new business. Most sellers prospect when it s slow or when they lose a big account. Master Sellers have a disciplined, scheduled approach to prospecting as part of their overall plan of attac .
Overcoming Objections—It’s Emotional
Most sellers don t as for the order When I first started, I read a boo by om op ins that said that of sellers don t as for the order. I couldn t believe it. aving coached salespeople for years, I have to agree with that number. Most sellers do a form of the following Quotron “Mrs. Customer, I have a car of x s I can get into you at MBF, what d ya thin ”
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n Building Products Digest n February 2021
Customer “ han s for the number. I appreciate it. I ll let you now.”
Since they don t as for the order, these sellers never have to overcome an ob ection, because they never get them another vicious circle of non-performance. he Master Seller as s for the order every time and is ready and willing, intellectually, and more importantly, emotionally, to overcome ob ections. vercoming ob ections is a low-percentage business. nce a customer has said no, it will be more di cult to get them to say yes, but Master Sellers do it every day. But even a closing percentage on ob ections will produce and extra . orders per day in a -call day. Multiply . x wor ing days extra order a month, which is why Master Sellers ma e four times the average.
Closing—It’s Emotional
We ma e two emotional mista es in closing. First, we are too nervous and timid. hese emotions are transferred directly to the customer, ma ing them nervous and timid also. Wanting the order too badly is the other emotional mista e. his ma es us too aggressive, which is off-putting, sends the message that we don t care, and is easy to say no to. Master Sellers are positively, naively assumptive. hey are relaxed because they now why their deal is good for the customer and they now the customer will say yes. his is the dichotomy of the Master Seller they are realistic in nowing that not everyone will say yes, but their positive self-tal and attitude ignore that “realistic” fact.
Sales—It’s Emotional
I tell my students, “We re not going to smart our way to the top of the sales business.” We wor much harder than the average and we relate to our customers on a human emotional level while controlling our own... emotions. James Olsen Reality Sales raining ames realitysalestraining.com Building-Products.com
