You can imagine shops starting to stock "The Salesman" as a new Halloween costume this year. There may just be more people scared of sales people in the world than those scared of spiders! 

Why are people scared of sales?

It's not difficult to understand why people are so scared of sales professionals. They are stereotyped all across the media as ruthless people out to convince you to buy whatever they sell. Customers fear that they will be persuaded or forced into buying something they don't want or need.

There are films, TV shows and books that highlight the fact that sales people are heavily targeted and so focused on getting the sale. That pressure and focus can often push sales people to force their product on their customers, which the customers obviously don't want.

Doesn't that make it ten times harder to work in sales?

Wouldn't it be easier if when you said "Hi I work in sales" the customer turned around and said "Ah great I need a good sales person to help me"?! Instead the moment you mention you work in sales, or you start to act like a sales person the customer puts their defenses up and becomes very reluctant to talk to you.

Where as logic will say innocent until proven guilty, and so you should only be judged as a bad sales person when you prove to be one, in sales most customers will view you instantly as a bad sales person.

What can you do?

The first reality is that the customer won't be so scared of you when they need you. If your customer needs your product or service it is unlikely they will be scared or reluctant to talk, even if you do say that you work in sales.

If the customer is showing fear it is most likely because they don't want or need what you are selling, or they don't know that they want or need what you're selling. This is where creating value and needs becomes a very important part of the process.

This isn't to say that you make someone need something when they really don't. Sometimes people just don't know enough about what you are selling and how it could benefit them. The best tips to overcome this are:

• Show an interest in your customer, find out more about them which will allow you to cater your approach directly to them.
• Offer something to your customer, it could be advice, a free sample, a test or information. Earn the right to then sell your product.
• Create value in your product and create value in yourself.
• Show that you are on the customers side, and your aim is to find the best solution for them, even if it isn't your product.
• Don't be ashamed of working in sales, but prove that being a sales person isn't about selling but about helping.

Customers won't stop fearing sales people, and it will take a long time for that stereotype to change. Embrace the fact that you work in sales and prove that sales has changed. Show that you care about your customers and there is value in what you have to talk about.

What do you think?

Do you find your customers become very defensive?

How do you overcome the general fear of sales people?

Please write your thoughts and ideas in the comments box, I'd love to know what you think.

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