Benjamin Franklin once said, “Success has ruined many a man.” Now you may be thinking, how can success ruin someone? When you’re successful, you’re at the top of your game. You’re doing or have done your best. But have you – really?
As a small business owner, let’s say you set a goal to get five sales per week. On Monday, you went out like gangbusters and you got three sales.
Tuesday comes and you decide you’ll catch up on some paperwork since you’ve already gotten three sales. Tuesday afternoon you get an invitation to play golf with a friend on Wednesday since the weather’s going to be nice. You think, if I play golf in the morning, I’ll still have time to make sales calls in the afternoon. So you accept your friend’s invitation.
On Wednesday, you arrive at the golf course to find out they mixed up your tee time, so you have to wait an hour before you and your friend can play. Then the foursome in front of you takes longer than you anticipated. Afterward your friend wants to grab a drink. And before you know it, Wednesday has come and gone.
On Thursday morning you go into your office with the intention of making a bunch of sales calls, but as soon as you arrive, you find out there’s an emergency with your best client and you have to handle it.
Friday comes along and what happens? You’re scrambling to make sales calls and meet your goal.
Does this sound familiar in any way?
What happens is the average salesperson (and all SBOs are salespeople) slows down on his or her activity once they reach or come near their goal. They reward themselves for their accomplishment by taking it easy, and, in the process, they sabotage their chances for a record-breaking week or month.
But that’s not really why they slow down their performance. The real reasons are:
- They don’t want to get out of their comfort zone.
- They’re afraid of being rejected.
If you find that you habitually do the same things in your business, you’re operating your business from your comfort zone. If you’re not pushing yourself to try new things or take risks, you mired in your comfort zone. Once you’re in your comfort zone, you’re more likely to give into your fears, making it easier to avoid all challenges that get in the way of your success.
As author and professional speaker Dr. Brene Brown says, “You can choose comfort or you can choose courage.” One way to build your courage and get out of your comfort zone is take risks in small bits. As you rise to each challenge, your confidence will grow more and more.
If you find that you avoid closing the sale for fear of being rejected, you need to change your perspective. No experienced salesperson is going to be successful 100% of the time. Instead of avoiding the word “no,” look forward it. Set goals for the number of the number of “no’s” you’ll get in a week instead of the number of “yes’s.”
As it says in the book, “Go for No!” you need to realize that “no doesn’t mean never, it means not yet.” Research shows that 60% of all customers will say “no” four times before they finally say “yes.” But the problem is, about half of all salespeople will give up after they get their first “no” instead of going for the second, third and fourth.” So keep going for “no” and you’ll eventually get a “yes.”