Seven Beliefs of Underachieving Salespeople

(This is the first of seven articles that explore how salespeople unwittingly debilitate themselves, reducing their productivity and enjoyment.)

I've studied with many great minds, including a two and a half year stint with Peter F. Drucker, that culminated in earning an Advanced Executive MBA at the graduate school named in his honor.

Though less substantially, I also studied with Dr. Albert Ellis, whom one esteemed psychological association pronounced a major influence in the field. Ellis began RET, Rational Emotive Therapy, later termed Rational Emotive Behavior Therapy, which places our beliefs in front of our emotions in causing our greatest disturbances.

Building upon the ideas of Greek philosopher Epictetus, who said it isn't events that make us mad, but rather our interpretation of them, Ellis helped countless people, through his Institute For Rational Living, his lectures and his books.

I've often wondered how much better salespeople would fare if we were more rational. If we could only rise above our debilitating beliefs, by questioning them, and then adjusting them, wouldn't we sell more and suffer less?

One of our worst tendencies as individuals and as sellers is to OVERGENERALIZE.

For example, yesterday I was convinced this dire economy was pushing every prospect over the precipice, making it nearly impossible to get folks to consider my offer. The late afternoon sun was blanching my work area, cooking up the room temperature, and I was starting to wilt.

It is about this time that I pack it in, but yesterday I forced myself to make just a few more contacts.

The first prospect, after this resolve was made, said my speech volume was so shrill he couldn't bear to listen. That was not a good portent for persisting, yet I did.

The next person I called was more receptive, inviting a fax and a further conversation.

And the third hit pay-dirt; he said he has done similar things, and he was interested!

Of course, I was thrilled and suddenly, my waning energy was restored, along with my faith that there must be some business to be had in the universe. It just took a few positive responses to chip away at that generalization that business is dire everywhere, and nobody, at least on my list, is doing anything.

Generalizations aren't all bad, indeed, sometimes they can buoy us. If you've just sold the last two people in a row, you might tell yourself "I'm on a roll," or "People are buying, today!" Both beliefs may be fictions, but they are CONSTRUCTIVE illusions, they propel us forward, emboldening us.

With these beliefs in mind, we're more likely to want to make that next contact, to send forth the meta-message that prospects should buy from us, that bending to our will is only natural.

The next time you hear that voice in your mind making a negative generalization, do what Albert Ellis advised: Actively dispute it. " Why MUST all prospects say no?" you should ask, along with, "Is there actually NO ONE OUT THERE that is buying? Has the economy COMPLETELY STOPPED?"

You'll probably laugh at your folly.

Then, without hesitation, make your next contact, and the one after that. Sooner or later, a more constructive belief will take over.

Dr. Gary S. Goodman is a top speaker, sales, service, and negotiation consultant, attorney, TV and radio commentator and the best-selling author of 12 books. He conducts seminars and speaks at convention programs around the world. His top-rated seminar, "Best Practices in Negotiation" is offered at UC Berkeley and UCLA Extension and his new audio program is Nightingale-Conant's "Crystal Clear Communication: How to Explain Anything Clearly in Speech & Writing." He can be contacted about professional public speaking, seminar, and consulting opportunities at gary@customersatisfaction.com.