How often have you been told to get excited about selling a show or play-by-play product? Or how you must be confident that the remote you are pitching will “work” or they won’t buy it?
To me, you either have the passion and belief, or you don’t. And, if you find that you don’t, there are things you can do to change that around. We are our biggest client. Before we ask others to buy something from us, we must believe it ourselves—at least some part of it. Our best clients have loyalty to us and trust us. That comes from how we present the remedies for their business pain. And none of us feel confident 100% of the time. We must work at staying confident. Great teams practice for a reason and have success. Even reporters need to have confidence in their questions at a press conference. Here are Four Keys to Confidence.
1: Looks count. And I mean how we look. Our clothing should be neat and presentable, and of the highest quality you can afford. Clothes make the person, and they can shape how others see you. Looking customers in the eye, smiling, and standing straight isn’t old-fashioned. It’s just doing the basics, so they listen to your ideas and not focus on anything else.
2: The feeling. If you are scared, the client will say no for whatever reason and replace those thoughts. What’s the worst thing that can happen if they say no? Define your fears so you can examine them. Are you scared they won’t like you? Are you running out of prospects? If they turn you down, will you miss your goal or lose your job? Things these things through and answer the questions. Maybe you need more friends, help with prospecting, and either reassurance from your manager you are not going to be fired or a plan B for your next job. Once these fears are thought through, replace fear with excitement because you are alive and swinging the bat like every other successful executive. EVERYBODY loses sales. The President of the United States loses deals too. Get over your fear of sales.
3: Success stories work. It is the key to gaining confidence in what I am selling- seeing that it worked for others! Keep letters of recommendation, positive google reviews, and case stories of other clients who have succeeded with what you are selling. Be specific. Give examples of what other companies had experienced when they purchased a schedule or promotion from your company. If you don’t have success stories, find them. Start creating them or asking your manager to do it if they don’t exist.
4: PRACTICE. Until you have successfully sold yourself in the mirror or sold the play-by-play sponsorship to your wife or friend, you may not be ready to sell it to a new client. On the drive to the client, rehearse how you present the benefits of what you are selling. Once you have gone through the reps and feel comfortable with the pitch, handling price objections, and stalling tactics, you will quickly transfer that skill you have practiced when you play. To me, you earn what you learn.
If you look good, have no fear, use testimony, and practice well, you can turn your frown into a crown. Sell like an ace and live like a KING.
Jeff Caves is a sales columnist for BSM working in radio and digital sales for Cumulus Media in Dallas, Texas and Boise, Idaho. He is credited with helping launch, build, and develop Sports Radio The Ticket in Boise, into the market’s top sports radio station. During his 26 year stay at KTIK, Caves hosted drive time, programmed the station, and excelled as a top seller. You can reach him by email at jeffcaves54@gmail.com or find him on LinkedIn.
