Afraid of selling? 7 science tips


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Text comes from: Gelassen gewinnen: Ab jetzt reitest du den Affen! (2014) of Prof. Dr. Martin Christian Morgenstern, published by BusinessVillage Verlag, Reprints by friendly permission of the publisher.
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Many sellers prefer to see themselves as experts or technicians in sales rather than shouting salespeople. Your task: Consulting and development of solutions! Kaltakquise, brr, no, on the other hand feel that many sales experts as intrusive. And yet they are expected to actively sell. 7 tips from behavioral researchers.

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Dr. Martin Christian Morgenstern 82Dr. Martin Christian Morgenstern is a behavioral scientist and evolutionary psychologist.

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Sell ​​- jump in cold water

Selling is an emotional leap into the cold water: most people feel very uncomfortable when swimming. To bring service or products to the man is for them like peddling and manipulation. Using psychotricks to cheat the customer something is intolerable. In short, you feel selling as indecent! Scientists have long been investigating what exactly happens emotionally.

Customers: gone or gone?

Everyone is afraid to be rejected by others. Only experience is the end of fear! Man is a more highly developed mammal and works on the basis of emotions. Emotions are the decision about how the brain classifies certain situations, persons, objects, and opinions.

There are two basic directions “towards something” and “away from something”. As soon as people enter into a communicative relationship with one another, so-called mirror neurons begin to simulate the emotional state of the conversation partner. The interpretation of the spoken content then takes place within this predetermined framework.

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Sell ​​- Lead without permission?

However, most people - without proper routine in sales - have a natural inhibition to lead other people to something as well as to be rejected.

The reason for this lies in the fact that the human being has stood on the development level of a huntsman and collector several 10.000 years ago. At this time, it would have been more than unhealthy to want to lead foreigners without a hundred percent permission from the state.

7 Tips: Overcome fear of rejection

But social rejection would also entail significant disadvantages such as loss of status or group exclusion. In order to prevent this potentially dangerous subject, every human being is equipped with an inhibiting mechanism.

This mechanism is always active when people do not feel completely confident in their leadership role. An example of this can be found each time we meet new people. The interaction is then usually accompanied by a polite inhibition, which certainly looks a little different for each person. The following 8 tips will help.

1. When anxiety determines the body language

Selling, contrary to all the precautions of nature, usually means strangers in immediately Guide to go. However, those who are not used to this, in view of this critical situation, will react with the emotion of fear and experience behavioral inhibition.

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The emotional anxiety then determines the framework of his body-language as well as vocal expression and his thoughts. If the sales situation does not exist immediately, that is, the seller still has to call the customer either by telephone or in person, the emotional ground-based fear can then lead to the fact that the action is not even begun at all.

2. Cognitive dissonance reduction - how the brain establishes avoidance behavior

There is also a very interesting phenomenon when it comes to justifying avoidance behavior. The upper “reasonable” brain days have only limited access to the lower (I also call the functional) levels of the brain responsible for emotional evaluation.

Because any form of behavior has to be “reasonable” for the upper brain days, these begin to interpret the behavior of the lower levels. This process is called cognitive dissonance reduction.

3. To be as positive as possible to ourselves

This is usually done in a form that makes your self-image as positive as possible. Accordingly, behavior that avoids sales interaction is often interpreted in the direction of the following variants: “This customer does not want to buy anything anyway” or “Now is not the right time” or “I need certain information or things beforehand”.

After all, these answers sound much more fluid and are also more tolerable for the ego than variants of the type: "I'm afraid of being rejected" or "I have no idea how I could convince this person" or "I just feel uncomfortable with a stranger Talking to people cold so easily to sell him something ”.

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4. No way out - now?

Another Accompanying Effect of Emotions Fear in sales arises whenever the untrained salesman can not escape the situation as previously written. Then voice and body language radiate the emotion to the mirror neurons of the potential customer.

The potential customer thus feels an emotional framework with the basic direction “away from something”, whereas the content in turn has the basic direction “towards something”.

5. The "how" is important?

However, because the How in communication has much more effect than what, this contradiction leads at least to a confusion. Unclearness in the statement is fatal in the sale, because a potential customer can not possibly be convinced by someone who is obviously not convinced by himself.

That is why it is indispensable to deal with one's own anxiety for every person who goes for the first time to the terrain of sale. Active activity with fear, in turn, will be the end.

6. What does the research say?

This is also the result of a scientific study by me. The aim of this study was to investigate whether the individual degree of anxiety of newcomers in the distribution affects future success. The answer is no! On the contrary, sales-related anxiety has diminished over time.

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You now know why initial anxiety in this profession is perfectly normal and requires experience to develop total laxity. Also, you have learned why subject-related fear can also be a good reminder for professionals. But how do you deal with fear?

7. Selling means moving people emotionally

In sales, the goal is to get someone to “lead” something through communication. This goal can be either a spiritual or a material good.

Therefore, regardless of the exact content of the conversation, the seller must have a body language and vocal emotional expression “towards something”.

Conclusion: reduce fear, build experience

Anxiety degradation is always an experience building. These experiences can be divided into two fields. The first is a basic desensitization before rejection by other people.

An important step to reduce anxiety is to gain good experience in sales itself. For this to work, a routine is important. A routine is a kind of automatic sales program. It consists of a ritualized preparation, in the thing and mentally. Then you start a communication sequence of emotional and verbal elements. Over time, the fear will disappear.

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