NFIB

Believe in the Products You Sell
03/ 22/ 2002

Have you heard the story of the life insurance salesperson who always had trouble making sales? When he passed away, it was discovered that he had no life insurance for his family. Everyone commented that it was no wonder he had trouble selling -- he didn't believe enough in his product to purchase it for himself.

This isn't a pitch for purchasing life insurance. It's just making the point that in almost every case, you'll be much more likely to make sales if you believe in your product. In today's Workshop, Jeffrey Moses discusses this point.

Salespeople are always more successful when they believe in a product, and when they're excited by it. When they're neither, it's difficult to transmit a feeling of believability or excitement to sales prospects.

For this reason, sales representatives should examine their products very thoroughly, and understand all the benefits that they offer potential customers. If a sales person can't bring himself to buy or use the product himself, he may want to consider finding another product to sell. This doesn't mean that a life insurance salesperson should carry $5 million in life insurance. Rather, it means that he (or she) probably should be appreciative enough of the product to carry an appropriate amount of insurance -- at least as much as would be recommended for customers in a similar situation.

What to do when you're selling something you don't believe in? Don't worry, it happens all the time -- but be aware that you'll probably be more successful, and feel better about every sales call you make, when you honestly feel that what you're selling is a good choice for your customers.

The reasons for selling something you believe in are straightforward:

1. The intangible element that makes a person resonate with a product gives positive momentum to the person selling it. Everyone is attracted to certain types of products. Salespeople who are certain about their preference almost always command greater authority during sales presentations.

2. When you like a product and use it yourself, you'll find yourself getting excited about the product more easily and naturally. When you have to "hype" yourself into getting excited (and staying excited), this unnaturalness is picked up by customers and can be a turn off.

3. When you're half-hearted about a product, it's easy to take sales rejection personally and begin to think less of yourself. But when you know a product is good, and valuable, you can take rejection more in stride, maintaining your self worth based on the knowledge that you're selling a product that is valuable to the public.

4. You'll find you have more energy throughout the day. When you have to hype yourself up to remain enthusiastic, you'll often find your energy flagging as the day goes on. Sales success usually depends on being able to maintain high energy levels -- so do your best to sell what you believe in.

5. You'll find that you have more overall pride in your job and yourself. When you sell something you feel is valuable, you'll tend to have a higher opinion of your position.

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