Understanding Sales: “The Fear of Selling” Unlocked

Fear of selling is something that impacts everybody at some point, regardless whether they have the word “sales” in their title or not. Sales ability is a non-negotiable factor when it comes to building a successful business. Many entrepreneurs fail simply because they never learn how to influence others in the right way. The simple truth is that if you want to make money, you have no choice but to become good at selling. There is no other way around it. All successful people are great at selling. Remember, it’s not just your product that you must sell, it’s yourself, your company and your ideas.

‘Sales Methodology’ Workshop Outline:



Course Module Overview:

1) Pre-Sales Planning:

Effective pre-call planning helps us convert more prospects to customers but many of us fail to do it or do so effectively. Pre-call planning prepares us to bring ‘added-value’ to the sales conversation. Prospects are looking for help. That is why they have agreed to meet with us. We need to prepare to discuss what is important to them and not us. It will demonstrates our competency and situational fluency. People want to do business with people who empower them. Who can help. Our prospects’ time is important therefore we want to maximise the use of that time by getting the information we need to get the sale. Being deliberately prepared will help us achieve this.

2) Building Rapport:

“People buy from people they like.” When we have a strong relationship with a customer, we tend to have more influence with them. It simply means they respect our experience and advice. With strong rapport, they are more likely to value our contribution to the decision process and a greater chance of them becoming a “long-term” customer. It enables good communication because it allows people to relax in our presence. Sometimes it happens naturally. Most times we must be actively deliberate in building rapport.

3) Questioning Skills:

Questioning skills help us achieve many things. They enable us to find out the most relevant and key information. They can help build our credibility. They help raise awareness and responsibility in the prospect and can differentiate us from the competition. Sales qualification is a game of questions. By asking the right questions, we uncover their exact needs. By asking the right questions, we find out and understand the exact challenges they want to solve. We must unearth the pain, the desire and the motivations that will allow the prospect to justify taking the appropriate action. “What we tell them, they tend to doubt. What they tell you, they tend to believe.”

4) Presenting the Solution:

Presenting the sales solution is an integral part of the sales process and critical in achieving sales success. To be effective in presenting the solution we must achieve the following;

Are we engaging the prospect needs and/or wants correctly?
Educate how your product/service will ‘add value’ to them?
Allow prospects to address their concerns and challenges?
Want them to learn more about you and your product/service?
Prove you can be trusted?
Demonstrate value?
Show them you listen and understand?

5) Objection Handling Skills:

Handling objections is a critical part of the sales process, customer service, and in life. Objections are good. Objections indicate interest. Successful salespeople field more objections than unsuccessful ones. To handle objections effectively, we should hear them out completely, without interrupting. Listening builds trust, even with objections. The key is to understand why the customer is objecting, we must take the time to uncover this to move the sale forward.

6) Closing Skills:

This is just another part of the sales process. It is the logical validation of the consultative sales process up to this point. Learn how to not put pressure on yourself or the prospect to close out the sale. Commitment must be gained on every contact to have moved the process to this point. Any steps missed or inadequately dealt with previously in the sales process will hamper the close. A strong closing script along with good trial closing techniques will increase conversion rates.

7) Sourcing Referrals:

Referrals? Getting someone you know to give you warm leads for new prospects. Few of us actively canvass for referrals. Studies show that a salesperson is six times more likely to close a sale to a referred lead as opposed to a cold one. This means we can potentially generate six times as many sales by focusing on referrals. Mastering customer retention is key to the financial health of your company but so is new customer acquisition. Learn how to ask customers for help? How do we encourage them to mine their network to help us? How to identify potential referral opportunities by asking for customer feedback? How to ask for those referrals once we have identified good candidates who can?


For most entrepreneurs, the fear of selling is very real. In fact, when it comes to pitching their product or service, many business owners struggle with the following challenges;

I. Lack of confidence in themselves or their product,
II. Fear of Rejection
III. Fear of Failure
IV. Fear of closing the deal.

The good news is that these fears can easily be overcome with the proper attitude, training, practice and guidance. It is our experience that some of these fears stem from the traditional definition of selling (‘the foot in the door’ concept) and a complete misunderstanding of how modern successful sales professionals exceed.