The truth is incontrovertible, as Winston Churchill would say. You cannot be a top producer unless you genuinely believe in the value of your product or service and can enthusiastically convey that to your buyers.

Let’s be clear about what I mean by enthusiasm. I don’t mean the mass excitement generated at rock concerts and sales rallies. That kind of frantic jump-up-and-down excitement is short-lived. What good does it do to get all pumped up at one of those rallies or seminars if the thought of making a cold call or negotiated a deal gives you a migraine?

No, I’m talking about the genuine enthusiasm that comes from a sincere belief in what you’re selling, or offering in services. To develop enthusiasm, start truly believing in your industry, your company, your product and your ability to serve your customers. If you truly believe in your product, you won’t need superficial excitement to motivate you. You’ll be sitting in front of that phone thinking, I can’t wait to pick up the phone and start telling people how good this is.

Tips on how to grow your enthusiasm:

1. Get feedback from your customers. A lot of salespeople don’t want to hear from people they have sold. No news is good news for that kind of salesperson. Get feedback. The more you hear from your customers that they were delighted with their purchase, the better you will feel about what you do.

2. Improve the quality of your customers’ feedback with this mantra: I’m going to promise my customers less but deliver more. If you are closing sales by exaggerating the worth or value of your product, you are always going to have unhappy customers.

3. Stimulate your sales presentation with enthusiastic third-party stories. “Facts tell & Stories Sell”..If you sell vacations and you can’t get excited about going to Hawaii, you can still enthusiastically say, “Jo and Bill McAuley were so excited about their vacation in Hawaii. They called to tell me that it was the best time they’d had in their lives.”

4. Learn about your competitors and their shortcomings. Some salespeople are reluctant to do this because they have no intention of knocking the competition. That’s fine, but hopefully, the more you know about your competitors’ problems and shortcomings, the more enthusiastic you will become about your own product.

Food for thought: Buyers are not persuaded by logic. They are persuaded by how well you can communicate your belief in your product and service.

God Speed

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