How Sales Managers Build Trust

A common enemy every salesperson has is fear. When fear takes hold, what seems rational can become irrational, and what should be common sense does not seem to be as logical as you would expect.

Fear can destroy confidence, create doubt, and snatch joy from life. Fear has many names, can be invisible, holds no prejudice, and has many allies that work in tandem with it. But what if you identify it, call it out, and use it for positive gain?

How Salespeople Develop Fear

The fear of selling and fear of rejection among salespeople can occur in response to unforeseen situations during the process of closing the sale. For instance, it can occur when they experience rejection or cancelling by a high-profile client. It can also happen in anticipation or expectation of future challenges, such as explaining to leadership that significant potential customers are not renewing a product or service. These pose a threat to the opportunity for a promotion or financial bonus. 

Fear is an emotional response induced by any perceived danger or threat. The reaction to fear can cause physical changes that lead to adverse behavioural changes. In extreme cases, the impact of fear can lead to a loss of control or an inability to think logically. 

When you’re afraid, even activities that are part of life in the sales field, like cold calling, sales pitches or listening to customers, can become problems that take weeks to solve. This causes even effective salespeople to doubt themselves.

As internal coping mechanisms kick in, their minds continue to be clouded with uncertainty, and the decision-making process becomes compromised as they look for a way out. 

The multitude of variables to consider in conducting these activities is challenging. No manual can determine which sales rep, irrespective of experience, will be impacted by which stimulus and how the effect will manifest itself. The reaction will be unique to everyone, based on their beliefs, past experiences, expectations, and value systems. 

Salesperson experiences an extreme fear

What Is the Solution? 

As a starting point, each sales manager and leader must do more to address the stigma attached to dealing with and talking about fear, anxiety, worry, apprehension, panic, and distress. 

Leaders should recognise the negative influence fear has on a situation while encouraging individuals to talk to a colleague, manager, or friend or seek medical advice, diagnosis, or treatment. This is a great first step.  

The ‘ fight or flight ’ response needs to also be addressed. With the proper acknowledgement and support, you’ll help salespeople fuel the fighting response. With this, they can address and overcome the fear that prevents a rational approach and diminishes the crippling ‘flight’ (run away or head in the sand) response.

Facing your fear directly is not always the best option. First of all, it is necessary to prepare your physical and mental health for this. According to reliable medical reviewers, it has been proven that exercise, maintaining health, and numerous complementary therapies (like mindfulness, yoga, and meditation) can help control and manage the effects of fear or the feeling of stress. 

The perception of and cultural acceptance around these topics need to be assessed, reviewed, and evaluated with the belief they deserve. All fears, be they personal or work-related, should be openly discussed without judgement and the appropriate therapy applied that works for everyone. 

A well-structured sales training and onboarding process can increase self-confidence while reducing a salesperson’s stress. This, in turn, can help overcome potential fear stalemates before they happen. If the salesperson is prepared to overcome potential negative scenarios with their sales skills, they can see challenging situations as exceptional and stand firm against them.

How fear affects a salesperson

The Results of Getting Rid of Fear 

Creating this open, non-judgmental environment can lead to improved performance, greater loyalty, and a shift in mindset. If we want to change the perception of our industry, then we must transform our approach and act more kindly and compassionately.

It has been almost 20 years since Ian Brown released the iconic song “F.E.A.R.”. The lyrics of the song were “Fantastic Expectations, Amazing Revelations.” So next time you are talking to your salesperson, uncover their FEAR and together “Form Encouraging Accepting Resolve.”

Eliminating Fears at Their Source 

It is not certain when or under what circumstances fear of selling or rejection will arise. But one thing is for sure: a mindset to prepare for potential challenges can often drive fear away before it even occurs. 

The unique approach of LSOS sales courses aims not only to increase sales skills but also to create a strong mental structure and increase the self-confidence of salespeople. If you want to unlock your sales potential while building an effective wall against the fear that is the nightmare of salespeople, you can take a look at LSOS sales training programmes for your team or yourself.

If you need further information, you can always contact us. We are more than happy to help!