I had a mentor that would say that “fear” stood for False – Evidence – Appearing – Real. FDR’s famous quote… “The only thing we have to fear…” well you know the rest of it. As a salesperson and entrepreneur for years I have had a very predictable view of fear in the selling until recently and now, I don’t know what to think.

Traditional

Weather it was something I learned or just made it up (now I can’t remember if I made it up or not) but my traditional view of “fear” and selling is to create it. People tell me that I am really good at doing this with prospective client, and I must admit it is a thing I do but it take the proper set up and relationship for the fear planting to work. Now, don’t get me wrong, I don’t put the customer in such a panic that they have to do business with me… I use the fear to have the customer motivate to action and motivate others in the business to action.

What Happened?

Last week, I can’t remember where I head this, but I was listening to a podcast where it explained that sales professional were thinking about fear all wrong. Now, keep in mind that I am not one to change my direction for a trend or snappy new way. Funny thing is I help companies change all of the time but I am uncomfortable with change. However, this time the right message must have hit me at the right time. The message was – sales people shouldn’t create fear they have to stop fear.

What?

It really started me thinking about all of times I created fear to help motivate the deal when in actuality I needed to solve for fear and eliminate fear. This sent me on a quick journey of my fear producing statement and my actions that created fear and I have concluded with this… If I motivate by using fear the least path of resistance is for my customer to comply, but if I reduce the fear of them doing business with me, their desire to work with me becomes greater.

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About The Author:

Christopher Elmore has written 8 books, countless articles, lectures at UNC – Charlotte and travels around the country speaking on on the topics of startup success, sales, presentation skills, change, entrepreneurship, accounts payable and payment automation. Having deep startup and entrepreneurial experience, Christopher was one of the six people that startedAvidXchange in 2000 and continues to work in the business today. If you hire Christopher to speak or teach at your company or event… you won’t be sorry! Request a media kit or contact usfor more information.