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Grab the Bull by the Horns & Win

Sales pros are strong, but sometimes they just get worked up

Sales professionals are sometimes a contradiction in terms. They’re strong, strong willed, and strong performers. Yet, sometimes they can get hysterical, well, at least really worked up over things, especially those that affect business and selling.

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Getting sales is often just about doing the work.

Fear drives a lot of the uncertainty and worry, but when facing a recession and all the issues facing real estate buying and selling, fear is like throwing an anchor to save a tired swimmer.

James Jared, founder and CEO of Jared James Enterprises, a coaching and training company, encourages real estate professionals to stop and think when that moment of fear hits you. “Remember, that’s how others feel, too,” he wrote in a National Realtors Association’s Realtor Magazine article.

He says when professionals recognize when fear is rampant, it is also the moment to gain competitive advantage. That realization is an opportunity to get ahead of the competition because it allows you to take actions necessary to generate business when others freeze.

Dale Carnegie, author of the famous book, How to Win Friends and Influence People, knew about the dangers of fear – especially the fear of public speaking, the greatest fear for most people. He told people to get busy to get over fear. Grab the bull by the horns.

“Inaction breeds doubt and fear. Action breeds confidence and courage. If you want to conquer fear, do not sit home and think about it. Go out and get busy,” Carnegie is quoted as saying.

Yeah, like get off your duff and do something instead of worrying about what other people say about things. Jared warns that news and social media get hysterical over trends and circumstances. Professionals must see through that insanity and realize that emotions splashed across media are not always accurate and often don’t tell the whole story.

Each industry must assess and evaluate current and future business realities and respond with what they know best how to do. Then apply it.

It’s about what Joseph Puckett, co-founder of Craig Wiggins Coaching, an insurance-industry training and coaching firm, said. Sales professionals must ask themselves: What is my value proposition?

It’s not about being local and caring for the community. “So what?” he said. “What sets you apart is your advice, your professionalism that helps clients.”

When you deliver on that value proposition clients will seek you out, even in the worst of times, Puckett said. In sales, it’s not about pricing or position, it’s about bringing the buyer or seller what they need to accomplish their mission. Fear just gets in the way and keeps you away from clients.

As legendary Jedi Master Yoda said, “Fear is the path to the Dark Side. Fear leads to anger, anger leads to hate, and hate leads to suffering.”

Don’t suffer. Good actions for insurance agents and Realtors are to meet people and shake hands to bolster other marketing you do. When systems and economic pressures squeeze industries everything changes. It doesn’t help to dwell on those things you can’t change.

Puckett said the world has evolved, and it’s not just the pandemic. Sales professionals must evolve with the changes, or they will be left behind.

Much of the “get busy” stuff of success is basic practicality. Set SMART goals (Specific, Measurable, Achievable, Realistic, and Timely) to ensure the basics are covered. How many leads do you need, how many conversions, how many closings to make your numbers? Make the plan and work the plan.

The creative part of selling is understanding how things are changing, how they are affecting your prospects and customers, and how you can provide the best solutions. Selling is about finding customers and solving their problems.

Puckett notes that people still buy in recessions and downturns. They may buy for different reasons and different timing, but sales professionals come alongside people to provide best advice and service to close sales.

Author Susy Kassem says doubt kills more dreams than failure ever will. Get off the couch and call, shake some hands, and serve the people that are buying.


Focus your prospects: find customers that fit your ideal profile

Communicate in media they see: Direct Mail goes home

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