The Ventas Group

Raise Your Hand if You're a Reluctant Salesperson


You’d rather have all your teeth pulled than pick up the phone to make sales calls and you would prefer to talk to the IRS than reach out to any potential clients.


You’re not alone! So many amazingly talented business owners that I meet tell me that they hate selling. Overcoming objections? You can’t even get to a place where you have objections to overcome.


You have a serious case of Selling Antipathy.


But what happens to your business when you aren’t out there making efforts to connect with potential clients? How will you realize your dream of helping as many people as possible?


To be truly successful, you’ll need a combination of inbound leads (people call you as a result of your marketing activities), referrals, and yes, outbound activities (you proactively reach out to prospects who seem like they might have a need for your product or service).


I’m going to let you in on a little secret. There’s a cure for Selling Antipathy. It’s having conversations. Yes, they’re directed conversations, but still just conversations. You can do that, right?


And when you handle them well, you’ll find there won’t be any objections to overcome either.


Can sustainable business growth really be as simple as that?


Well, not quite. Just like any other skill, it takes a little practice. And a deep connection to why you set up your business in the first place. Sprinkled with a little bit of “it’s ok if this person says no because there are so many more people who I can help.” They may be only saying no for now.


The best way to have conversations like this?


Find someone who can make it easier for you. Look for people you can serve and who also have a connection to someone you already know. Suddenly you have a ‘warm’ introduction and a much easier way to have a conversation with someone who already has something in common with you.


Is there anything else that can help with Selling Antipathy? Absolutely.


Do you believe in your product or service?


Of course you do! You KNOW there are people you can help and you are always happy to talk to people about it. That’s it. That’s all you have to do.


When you can think about your outbound activities, your ‘selling’ activities, as conversations with people who you can most likely help, you’ll feel good about it.


Lisa Wilson, a business connection of mine, put it this way: “When I think about “selling” or “prospecting” I don’t want to reach out but when I think of service or adding value I have no problem making those calls.”


Serving, or helping, is what you WANT to do. Having a conversation like that is not just easy, but enjoyable and maybe even fulfilling.

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