Would You Buy from YOU?

Yes, you read the question correctly. Would you buy from you? At first, you may be thinking—duh, Sauers—of course I would. However, it is amazing how when I drill in on this subject while training, salespeople and owners alike begin to say something like “well, uh, ummm, huh, yeah, I guess.” Really? If you would not buy from yourself, then why would anyone else want to buy from you?

I have an example of the confidence, not cockiness, it takes to be successful in sales. Take a cornerback in football. (Note: to those who do not follow football, this is not the quarterback). The cornerback, like a salesperson, is an island on to themselves. This means it is a lonely position. A cornerback sometimes makes a big interception and other times gets beaten on a big play. It is easy for the spectators to see both the successes and failures. They are quite visible.

For a cornerback to shake such things off they must have what experts call “athletic arrogance.” What does this mean? It’s an unshakable confidence that they are the best at what they do—even when they have a short-term failure or bad game. This also means that when they have a great game, they do not get “cocky,” instead feeling they were simply living up to their potential and doing their job.

Salespersons are the same, and everyone is watching. Sometimes you make a huge sale or are able to set up a ton of qualified appointments. Other times, you are told no, leave, go away and more. So, what type of confidence does this require? It requires a salesperson to have the same type of “athletic arrogance.” Yes, I know you’re not playing football, but what I am after is the mindset that is required.

Ryan T. Sauers is president of Sauers Consulting Strategies. The firm consults with the front end of privately held printing and related organizations across North America. The areas of focus are: sales growth, brand positioning, organizational strategy, and integrated marketing (with an emphasis on social media). Sauers speaks at many national events and writes feature articles in global publications. He is an adjunct university professor teaching leadership and entrepreneurship. Sauers is also the author of the best-selling book "Everyone is in Sales" and the newest book "Would You Buy from You?" Please visit: SauersConsulting.com.
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  • Joe Kern

    Wow, great question, Ryan! It really has me thinking. While I would love to think that I would say yes, you now have me wondering. I know there are times when a sale does not come to fruition, I get upset or discouraged. How does that effect the next person I am talking to? AM I really on my "a game" after that? How long does it take me to recover?

    Thanks for the inspiration. I now need to try to sell myself on this 😉