Being in sales, you have to play multiple roles. It’s more like a “one man theater act” where you have to play the parts of the actor, the producer, the scriptwriter, the director, and everything else.
My guest today is Bernie Cronin and he shares with us some problems most salespeople encounter as well as some weaknesses and reasons salespeople fail. Bernie also talks about how theater and sales are alike.
Bernie was actually my first sales trainer, the first coach we’ve ever had in my previous company and he has helped us transcend in our performance. Almost everything I know when I started off in sales was because of him.
Bernie is a speaker, a coach, and author of the book, Showtime!!! Celebrating the Actor in YOU! where he demonstrates how selling is like a theater performance.
Here are the highlights of my conversation with Bernie:
How selling is like a stage performance:
- There is a message you want to leave to your audience.
- You have to be prepared with the different roles that you take on.
- There is an opening, an end, and a walk-away point.
- Sales is all about improv.
Common Problems Most Salespeople Encounter:
- Difficulty in creating the proper mindset
If you don’t believe in yourself, your product, or your company then you can’t sell something. Always be learning and growing no matter how long you’ve been in the business. Believe in the value you bring to the table because clients can see right through you. Believe in your product. Believe in your company. Be around winners who truly want you to succeed.
- Not having written goals
90% of written goals are accomplished. Most people’s goals or plans are merely dreams. Writing your goals down makes it more realistic. It serves as your road map or compass to help get you to where you want to go.
- Create SMART goals (Specific, Measurable, Attainable, Realistic, Time-bound). Follow them.
- Have an accountability partner. Share your goals with someone to make yourself accountable.
The 3 x 9 Rule
Make 3 calls before 9am everyday and you’ll grow your business by 20%
The “One More Call” Rule
Make one more dial before you leave the office and that’s 240 dials a year!
3 Main Reasons Why People Fail in Sales
- Fear of rejection
- Fear of failure
- Fear of success
3 Heavy Weaknesses of Salespeople:
- Our buy cycle
At a subconscious level, we sell the way we buy.
- Need for approval
You don’t need it!
- Talking about money
Many of us grew up in families that didn’t talk about money and sometimes we have to talk about what’s the substantial amount of money to us. Once you overcome this, you’re able to create value of your product. You have to talk about money at some point in the sales process.
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