Let me ask you something: Do you believe in the products and services that you are selling? Do your employees believe in the products and services that they are selling? If the answer is "no" to either one of these questions, you are in danger of losing the sale.
I will tell you right now that as a CEO, Founder, and Salesperson, I refuse to sell a product or service in which I do not believe. I refuse to sell a product or service that I am not proud of. Why? Because if you yourself do not believe in a product or service, how do you expect consumers to believe in it? You cannot possibly expect to make a sale if this is the case!
In order to make the sale, you need to 1) develop a belief system; and, 2) coach both yourself and your sales team to believe.
Developing A Belief System
There are two very important things to believe in when trying to successfully sell a product or service. Number one, you must believe in yourself. Number two, you must believe in what you are selling. Having confidence in both areas will work in your favor and it will ultimately shine through to the potential client with whom you are sitting face-to-face. If you truly believe that you are serving the customer the best possible product or service, it will show.
People are not interested in being sold things. Let's face it! People are afraid of salespeople. The reality of the situation is that people want to buy from somebody who is not selling them, but helping them to make an educated buying decision. If you know everything there is to know about what you are selling — and you believe in it — the consumer will trust your judgment. The consumer will see that you have the facts laid out right in front of them. As a professional, it is your duty to develop belief in all areas before you head out and push a product or service on potential buyers. If you have a belief system in place, you can communicate what you are trying to do very effectively.
Coaching Yourself To Believe
If you are not a believer in your own product, you have a whole new set of problems to deal with. As the CEO and Founder of Astonish, I know that our company has the greatest digital marketing system in the world. I know that we sell the best product, have the best technology, the best training and the best digital marketing strategies for local insurance agencies across the country. I am telling you right now: The reason I want to be the best at sales is because I truly believe that at the end of the day, insurance agencies that don't work with Astonish are making the biggest mistake that they have ever made — and I will tell them this! And guess what? They begin to think. They begin to second guess. They can see the passion I have. They can sense that I am genuinely concerned.
If you do not truly believe in your products and services, then what do you do? Whatever it is that you are in doubt of, you need to fix! You need to pinpoint exactly what you do not believe in and improve it — because if you do not believe in it, you will never be in danger of selling it.
It is your ultimate goal to have a client believe you, trust you, and see that this sale is coming from some place much deeper than just the point of making a sale and making money. Once you achieve this, you will absolutely, positively sell more.
Coaching Your Salespeople To Believe
For all the salespeople out there, I say this: If you do not believe in the company for which you are working, leave. If you do not believe in the products or services that you are trying to sell, please just leave! If this is the case for you, sticking with a company in which you do not believe will not do any good for anybody involved — not you, not the company, and certainly not the consumer.
If you are a business owner, it is your responsibility to make sure that you have a team of salespeople who truly believe in what they are selling. How do you do this? You have to coach them. You have to amp them up. You have to prove to them that the product or service that they are selling is literally the greatest product out there.
The first step to coaching your salespeople is to train them on what they are out to sell. They must know the ins and outs and everything in between. It is your job to make sure these people have a full understanding of what their purpose is! You can do this by hands-on training, tutorials, providing manuals, documents, and more. Once they have a grasp on the product or service, you send them off ... and then what? Measure and monitor.
How can you tell if a salesperson is passionate about selling? Numbers, numbers, numbers. Take a look at metrics. By the way — numbers do not lie! If a salesperson is not meeting goals, chances are, he or she is not trying hard enough to push the product. Why? It's a lack of passion. Without the passion or belief behind the product, their sales pitch is merely words. Mindless words with no enthusiasm. Chances are, they are either not cut out for sales or they are not interested in the product or services that they are promoting. If this reads on their face during a meeting with a potential customer, guess who is not going to believe? Bingo.
Do You Believe?
If you are a true believer in the product and services that you are selling, you have every right in the world to look a consumer dead in the eyes and ask for their business. If you would not sell this product to yourself, your friends, or your family, why would you sell it to an important customer? Until you trust that the product or service that you are trying to sell is the best decision that the buyer is going to make — I repeat — you will never be in danger of making a sale.
So let me ask you one last question: Do you believe?
