Overcoming the Four Fears: The Role of Professional Salespeople

Fear is a powerful force. It can paralyze us, preventing us from seizing opportunities and making important decisions. In the world of professional sales, fear often lurks in the minds of both sellers and buyers. But what sets successful salespeople apart is their ability to help others conquer their fears and take action.

The Four Fears:

1. Fear of Making Enough Money
2. Fear of Saving Enough Money
3. Fear of Being Efficient Enough
4. Fear of Staying Out of the Government's Way

Understanding these fears and knowing how to guide individuals past them is at the core of professional selling. Let me illustrate this with a story from my own life.

I grew up in a small family business - Coats Chainsaw Company. We were the proud dealership of Homelite chainsaws. For years, we thrived, serving our loyal customers. Then, a giant named Walmart entered the picture, offering Homelite saws and accessories at prices we couldn't match. Despite my dad being a terrific salesperson, our sales took a nosedive. Our small business customers sought the best rates to stay afloat, and we couldn't compete.

One day, a representative from another chainsaw line approached my dad with an opportunity. They wanted him to become a distributor. It was a lifeline for our struggling business. However, it required an investment, a warehouse, and the hiring of a mechanic. We had to let go of our mechanics earlier due to plummeting sales.

Here's where fear enters the picture. My dad was paralyzed by the "Finding Excuses And Reasons" (FEAR) syndrome. He feared the risks of this new venture. He worried about making enough money, finding enough dealerships, and juggling the current business. It was his only source of income. He found excuses and reasons why it wouldn't work.

Unfortunately, the representative didn't effectively help my dad confront his fears. They missed an opportunity to change the outcome and save our family business. What if they had used "Facts, Evidence, and Reason" (FEAR) to guide him?

Facts:

• There was an available warehouse adjacent to ours at a reasonable price.
• Our old mechanic was still available.
• The chainsaw line offered financial support to help Dad get started.

Evidence:

• Successful dealerships nationwide with glowing testimonials.
• Solid financial statements to back the proposal.

Reasons:

• Our company was struggling; it was the perfect time for a change.

Had the representative provided these facts, evidence, and reasons, they might have convinced Dad to act. Instead, he remained stuck in the cycle of excuses and reasons, and our family business eventually succumbed. Dad's retirement plan, the company, was worth only what the property fetched when we sold it for my mom.

In conclusion, professional salespeople play a pivotal role in helping their prospects overcome the FEAR of "finding excuses and reasons" not to act. By offering "facts, evidence, and reasons to move forward," they can transform fear into motivation and guide individuals towards making crucial decisions. Remember, fear is a formidable adversary, but with the right guidance, it can be conquered.