The Psychology of Selling: Increase Your Sales Faster and Easier Than You Ever Thought Possible pdfdrive com

Self-Esteem Eliminates Fear
The reason I mention this direct relationship between courage and persistence
on the one hand, and making multiple calls and sales success on the other, is
this: there is a direct and inverse relationship between the fears of rejection and
failure, and high self-esteem. The more you like yourself, the less you feel
rejection and the less you fear failure.
Imagine two escalators that go in different directions. One is the up escalator
to high self-esteem, and the other is the down escalator to the fears of failure and
rejection that hold you back. The more you like yourself and the higher your
self-esteem, the faster you go up the escalator to courage and confidence. The
more you think about failure or rejection, the more you ride the down escalator
toward fears of failure and rejection.

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You Are a Good Person
When a person says no to you, he is not saying no to you as a person. He is
simply saying no to your offering or your presentation or your prices. The
rejection is not personal. Once you know and understand that saying no is not
personal, you stop worrying about it when people react to you or your product
negatively.
Here’s the danger: if you take a “no” personally, you can start to think there is
something wrong with you as an individual. Or you begin to believe that your
product or your company is faulty. When you begin thinking like this, you can
soon become discouraged. You will lose your enthusiasm for selling. As a result,
you will start cutting back on prospecting. Soon you will only be working an
hour and a half per day.
Fear Leads to Excuses for Not Selling
As your fears increase, you will begin to rationalize and justify your
nonselling behavior. You will make excuses and create all kinds of “make-work”
at the office. You will convince yourself that you have to read the newspaper so
that you will be fully informed when you call on prospects. You have to shuffle
your business cards and check the office to see if there have been any phone
calls. You have all those people out there who are “thinking it over.” Maybe one
of them has called and ordered something.
You go into the office and plan your first hour or two around a couple of cups
of coffee. After all, you have to wake yourself up in the morning so that you are
sharp and alert when you go out to see customers. You chat with your coworkers
and talk about business, especially how tough the business is. You kill most of
the morning; then you realize that you had better go out and call on somebody,
anybody. So you rush out and make a call just before it’s time for lunch.

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