In my previous installment I discussed the first letter of the new Salesman’s ABCs – Attunement, or the ability to get out of your head and into a customers, understanding the situation from their point of you. Today, I will be discussing the second letter, B, or Buoyancy.
One of the many qualities often associated with salesmen is their tenacity. In the past this has frequently been associated with many of the negative perceptions of salesmen, you can say no and they just won’t give up. Think Ned Ryerson from Groundhog Day, an insurance salesman who accosts Phil Connors (Bill Murray) repeatedly, despite his attempted rebuffs. While his tenacity is remarkable, chasing endlessly after a subject is far from best sales practice.
Tenacity is essential, but it’s much more beneficial when its interpreted as buoyancy. Sales can be a sea of rejection, especially early on in the process. Its essential that you never let rejection dismay you or cause you to give up hope. Rejection can be a valuable data point, signaling when to shift tactics or showing deficiencies in your sales process, but always remember it doesn’t reflect on your personal worth or value. Separate the “Real You” (You as a salesman) from the “Role You” (You as a person). Rejection is temporary and limited, never allow it control.
You can summarize the rejection to avoid in three different bias, illustrated by Daniel Pink.
Personal Bias – The belief that rejection impacts you as a person.
Pervasive Bias – The belief that rejection always occurs.
Permanent Bias – The belief that rejection is a permanent condition.
Rejection is a very real thing, I’ve experienced it time and time again – as have we all. It comes not only in sales situations, but in all facets of life. Remembering and controlling these three biases is essential to remaining buoyant, especially in a profession that basks in impressively high numbers of “no’s.”
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