Sales Isn’t Sleazy If You Do This

All right, so a lot of you and myself, not you, maybe, but people out there, other entrepreneurs, other founders, one of the things that holds them back, that limits their growth within their business and their potential, is this sales anxiety that we, I think a lot of us, encounter. Because for a lot of people, the impression that you have of salespeople is a sleazy, huge car salesman. If you ask most people on the street, what do you think of when you think of sales? Their mind goes to a negative place, and that infiltrates our own perspective, our own belief system around this thing. And the problem is that you have a product or a service in your business that could genuinely help somebody. And so if that is true, you have a moral obligation to make them aware of your product or service so that it can help them, it can help improve their life. And so the person that’s standing in the way of stopping you from positively impacting somebody else’s life is yourself and the limiting beliefs that you have around sales. And so what I want to share with you guys is just a simple mental reframe that will help you get out of your own way to recognize that sales is service. And that will help you then go into those conversations, to approach strangers, to approach people in your life that otherwise you’d be afraid to go talk to because you don’t want to come across as too pushy, too salesy.

Right? It is. This is a very simple idea, is that your job as the salesperson is not to make the sale. That’s not the actual goal. Your goal is simply to help the other person make a decision, make a decision that will be informed and either move them towards their goals, or to recognize that this is not a good fit for them and make a decision to go a different direction. Your goal is to help them make a decision, to empower them to make the decision. And the way that you do that is, in a lot of cases, you first have to help people learn how to make a decision. Most people don’t have a systematic process that they follow for making a decision. And so what you can do, your gift in the sales process, if you’re serving that individual and you generally are there to help them, is to recognize, hey, in this conversation right now, the ideal outcome is not that I make the sale.
That is not actually what I’m here to do. The ideal outcome is that I simply help you make a decision, a decision that this is either for you and moving you towards your goals, or you recognize that this is not going to help you and serve you. And you go a different direction, but you move forward empowered with that knowledge. And what this has helped me do to a tremendous degree is I have no sales anxiety when I talk to other people. If they say no, that’s fine. That’s not a problem. As long as they made an informed no. That’s all I care about.
So if they just say no, I’m like, hey, let’s dig deeper to make sure that this is a good no, right? I’m not pushing. I’m just. I want to understand it. And when you approach it from this perspective, I find that sales takes on a different, different flavor entirely. So I want you to take this. I want you to run with this. I want you to think about this. Next time that you’re on a sales call, you’re talking to a friend or some, whoever is like, go into that conversation and say, the win scenario here is not the sale.
The win scenario here is simply a decision. And a no is a decision. As long as it’s well informed. That’s what we want them to. Not just like a knee jerk no. We want them to look at it through a logical lens and say, no, this actually is not the right thing for me. So that they can make the decision that will ultimately move them towards their goals. And if you do that, then you will get more sales.
Yes. That’s a natural consequence. And that’s great. That’s going to grow your business, for sure. But really, at the end of the day, businesses exist to serve other people, and we can serve them just as well with them not buying our product as we can with them buying our product. If the contingency there is that we’re just simply helping them make a decision, empowering them to make decisions. And honestly, so much of the anxiety that I’ve noticed in my own life has stem from my inability to make certain decisions at certain moments in time, because I just couldn’t think through, like, the logical frame. So what I want you to do is go back to the other episodes in this podcast and search for decision making frameworks.
We’ve done a number of episodes on how to help people not only make a better decision in their life, but in your own life, too, to, like, take this framework and apply it to your own scenario. So go back, look at those episodes. Dive into this, because, as naval rabbicant says, in an age of infinite leverage, judgment is the ultimate superpower. And judgment is simply a downstream effect of our decision making capacity. If you want the systematic template that I use to think through big decisions, then you can go to anthonyvasino.com decision hyphen Journal Decision Journal. And that will take you through the one page template that I follow whenever I have a really big, life altering, potentially life altering decision to think through that has helped me get everything out of my mind, look at it in a very objective way, and then to make the most logical decision based off of the information available that I possibly can. So that’s going to do it for me. Guys and gals, as always, appreciate you being here.

We’ll catch you in the next episode. But until then, to have to focus, my friends.