Nailing Your Sales Mindset

Last week, I talked about pricing – so this week is selling because I tell you what, it doesn’t matter what your pricing is, if you’re not selling it, there’s no point!

I remember once hearing a story from a guy who said, if you go to a garage, and it says the fuel is £1.49 a litre, and the one up the road is £2.49 a litre, you go to the one that is £1.49 a litre and they don’t sell it, it doesn’t exist they’ve run out, then you’re not going to get it. So you could just sell something. But actually, if it’s not being sold, there’s no point. 

So what is your fear of selling? Done? It’s the £10 million question, or even the £1000 question or the £10 question. Depending on where your business and you sit in the marketplace. 

Let me tell you, I know what it is. I have coached and trained and mentored in corporate and outside of it. I’ve managed sales teams, I’ve recruited them I’ve mentored and trained and certified and I know the biggest fear – it’s being pushy.

Because none of us like to be sold to, right? Unless, of course you are a sales trainer, and then you’re watching this strategy. But none of us like to be sold to, we don’t like to be pushed. We don’t want to think that we feel pressured. We want to feel like we are in control of the decision. But when we are asking the questions, we hold all of the power. All buyers want this. 

So if you’re pushy and talking at people, you will feel shit about it, icky horrible and salesy. 

The only other time you’re not going to like sales is if you don’t believe in what you’re selling. If I had a product that I didn’t believe worked, I don’t want to sell it either. 

So the clues are in how you’re approaching this. So if you’re avoiding sales altogether, have a look at what you’ve got. Just with me now, what is the value? How do people feel before they do your thing? Use your thing? How do people feel during the thing? How do people change their lives with your thing? 

Listen, I bought a bath mat that changed my life, it doesn’t matter what it is either. And how do I feel afterwards? What’s the outcome? What is that journey the stack as it were. Because once you really power that up in your own head, and you know the people it’s for, and how it’s going to change something for them, make them joyful, take that pain away, whatever it’s going to do, you will want to talk about it. 

I don’t mean sell it to people that don’t need it. Talk about it to people who do. And this is why all of the coaches including me talk about your ideal client avatar – because until you know what you’re selling and who you’re selling it to, then actually that sales process fails. 

So I’ve got story. I’ve got a story about a guy called Steve from years and years and years ago, and you may have heard this, I apologise if you’ve been in my community for a while. Years ago, I used to do a lot of public speaking, I’m a trained public speaker. And one time I was doing a speaker talk about beliefs. And I remember saying to them who here doesn’t believe they can sell and there’s about 25 entrepreneurs in this room and this guy put his hand straight up. I said, “What’s your name?” He said, “my name is Steve”. “Steve, so you don’t believe you can sell?” He said, “absolutely not. I hate it.” (By the way, hating something and not being good to different things) 

I said, “What’s your business?” And he told me what his business was. And I said, and “so you’ve never made a sale in your business, Steve?”. He said, “I’ve made lots of sales.” “So have you got a sales team? Or do you do that?” He said “no, I do it.” I said “so it’s not that you’re no good at sales. You hate it.” “Yeah” 

I said, Tell me when you decided this. Tell me when you decided that you hated sales, you know, good at it. Because the evidence (this guy had a million pound business) is telling me that you’re pretty good at it. And that even if you don’t like it, you’re really good at it. And normally we like things we’re really good at. 

Steve had a think. And I saw his brain ticking away as I do when I’m coaching people – he had this moment where he remembered. And it turns out that when he was about 16, Steve worked for a used car dealership. And there was only a certain amount of cars on the forecourt and his boss used to say to him, no matter who comes in, you’ve got the car for them. So you know, if little Mrs. Smith comes in, and she wants a blue escort, you will have to sell her a red fiesta. Because actually, we haven’t got blue escort. So actually, your job is to understand basically what they want, and then get the thing that fits it nearest and sell it. And as Steve was telling the story, I could feel all of these kind of shift moments going on. I just said to him, Steve, it’s not that you’re not good at sales. You’re not good at pushing something on someone when they want something else. Exactly. And actually, I said at the moment your business, you sell a thing to somebody and they need it. He said, Yes, that’s what you’re successful. So don’t try and sell your thing to somebody who doesn’t need it or want it your job as the ‘sales person’ is to understand if that person really needs it – and form all of your sales processes around questions that that person can answer in their own head and make their own decisions, they will move towards it and buy it without all of that icky horrible room selling. 

So I hope this helps. If you need any more help with this, I’m happy to go through your process and help you understand what’s going on and what what’s getting in your way. Because a business without any sales way even if you’re a charity you need income isn’t a business. You might be busy, but you’re not in business. So you need to sort that out and I’d love to help you with that. Hope this has helped!

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