Winners win. Be a winner. Act like you already won.


Winners win. Be a winner. Act like you already won.

Have a look in the mirror, what do you see? Is the person looking back at you worried about making a sale or do they just absolutely know at their core that their very next sales call is a winner?

In sales, you are always on stage. If you are not confident and don’t see every sales call, presentation or follow-up as your next satisfied customer, you need to work on your self-image.  You must be your own biggest fan.

It’s time to break it down. Why WOULD they say no to you? There are three components to this dynamic: you, the product and the client.

First things first, it cannot be on the client. We always assume that the client will ultimately say yes, but we have to earn our stripes and turn noes into yeses. So if we assume it will always end in yes when we have done our job and we’re still getting a no, it must either fall on the product or us.

Now, the customer was willing to sit down and listen to us extoll the virtues of our product. Chances are, they walked onto the showroom floor, called in or set an appointment with us to hear more. This means they have interest. It is our job to turn that interest into desire and pull the yes rabbit from the no hat.  Be the winner you alredy know you are.

So they are still a no after the dog and pony show? Well… we have already determined that the client can’t be at fault and that they are interested in buying our product, right? That means the blame must fall squarely on our shoulders.

What could you have done differently? Nine out of ten times, we were doomed from the jump. The person you saw in the mirror before entering the sale was not confident and secure. I’d bet you yourself were wondering if they’d buy or not and thinking of all the reasons that you wouldn’t close this sale.

Lack of confidence causes us to not be assumptive about the sale. We start using words like “if” instead of “when”. We see every pause in the conversation as bad air, so we seek to fill it with “features” that the client either didn’t ask about or may not even need. Then, every question becomes a challenge and we start to duel rather than seeing these questions as buying signs that get us that much closer to closing the deal.

I will date myself here and tell you that as a kid, I loved playing video games on my Atari. Like most kids, when I was playing a game that didn’t start the way I wanted early on, I’d flip that reset switch and start over. When a sale presentation starts off poorly, we tend to look for that reset switch ourselves. We subconsciously look to pull that ripcord and parachute to safety.

Feeding the client objections to use on us is common here. We say things like, “I’m sure you want your wife to look at this before we start the paperwork” or we start talking about minimum down payments and other errata that get the client on the track to ending the call so we can turn them into a follow-up and regroup. The problem is, we succeed in that anti-sale so successfully, that our potential client is turned off by us and they often disappear altogether, When we finally get back in front of them, we find out that they continued shopping after our conversation and the next guy or gal that didn’t feed them roadblocks got the sale. We blew it.

How do we combat this? First, we remember that we are the master of the situation. You offer a great product that fulfills a particular need in their life or business and you know that product better than anyone. Who is better suited than you, to show them how your product is tailored just for them and to show them the benefit that they receive from the features of your product. In other words, we go in knowing that this conversation will result in a successful transaction on both sides. You obtain a new client and they make a purchase that helps them in their life and they are satisfied knowing that itch has been scratched. The net result is win-win.

Next, you find common ground. You are not just there to sell them, you are there to help them. Become their friend, for real. Don’t be fake and patronizing. Truly find what makes them tick and what makes them happy. What are they into? People will buy from someone they like. Whether they want to like you up front or not is a crapshoot. Some folks have their defenses up immediately. Others make it almost too easy. Even then, we must put forth the effort. Be agreeable. Don’t be defensive or condescending, as these will lead you to wanting to hit that reset switch five minutes later.

You need each other. Remember, a successful sale means both parties come away with something they want. The difference between your need and their need is that they can move on to the next guy a lot easier than you can move on to another interested prospect. Do not forget this.  A successful sale creates winners on both sides of teh transaction.

Help them navigate your sales process from beginning to end. Foreshadow what you will be discussing and how each step of the transaction goes right up to them signing on the dotted line. Be mindful of painting a vivid and realistic picture of how this will go. Avoid creating or offering up objections for them to throw at you. There will certainly be some objections waiting for you to handle later anyway. No reason to create even more.

Ask them to take notes and ask questions at the end. As you answer questions, you are actually overcoming objections at the same time. This offers up opportunities for so many easy closes that you will be able to build confidence and get that first close out of the way with ease.

 If you took something away from this, please check out my book 30 Minute Sales Coach Presents Sell Smarter: Seven Simple Strategies for Sales Success on Amazon. It is densely packed with easy-to-implement sales info.

Scott Fishman
With over two decades of experience as a sales professional, Scott has seen it all. Not only has he been consistently at the top of his field, but he has helped to train, coach and mentor an entire new generation of sales professionals as well. It's time that Scott has shared his expertise with the world. It started with The Seven Minute Sales Minute podcast and continues with The 30 Minute Sales Coach Books. Scott is excited to share his knowledge with you.
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