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Selling in a time of fear
March 20, 2008

What is the prevailing emotion in the country at this particular moment?

Take a moment to answer that. While there might be optimism for your particular baseball team, my guess is that the overwhelming answer is “fear.” We are living in a time of uncertainty and volatility. Every time we open the newspaper or flip on the TV, the fans of fear are blowing. Hey, the media LOVES this stuff. It keeps the tongues wagging. Mortgage rates. The Prime. Housing. Terrorism. Business. And on and on. It is a scary, scary time.

As sales people, we still have to sell in these scary times. That means we are going up against a new foe. Not only must we overcome voice mail, get around objections, and find time to sell, we have to operate in a climate that is dripping in anxiety.

How do you sell “calm?” What can you do to promote confidence? How can you change to be a more positive influence?

Shortly after 9/11 I got a call from my travel agent. She was losing $32,000 a day in cancellations and was panicking. It took me a day to think about her problem, but when I called her back I had this to say, “People are still going to travel. They just don’t to fly. Take out a map of Boston and figure out how far you can drive in a day. Then, become an expert in every resort or major destination within that radius. Do the same for a two day drive.” She didn’t listen. She lost her business and actually fled the state. Interestingly enough, not three weeks later I got an email from Expedia that read, “Drive to your next vacation! Check out our new specials that are within one day’s drive from Boston….” It was as if they’d tapped the lines.

The point is this: In every problem, there is an opportunity. You have a new enemy to be aware of: Fear. Be aware of the fact that the business climate is pensive and uncertain. Carry yourself with confidence. Sell confidently. Overflow with confidence. Your services will be sought after. It’s like magic.

One more thought: What are your alternatives?

Posted by Bill Farquharson on March 20, 2008 | Comments (1)