A salespersons’ biggest competitor today is not the business down the road or the salesperson sitting in his Porsche around the corner – it is a little word called ‘MAYBE’.

The status quo is what most salespeople today are grappling with and that means change, on so many levels.

Your prospects or existing customers may be curious about the solution you have to their inconvenient and expensive problems but is it enough to make them get out their pen and sign your contract?

The 3 major fears your customers have today include the following:

  • Fear of Change – what will that mean for them? Some are so used to the same contacts, the same relationships, the same routine. what will it mean by introducing new systems, new procedures and new people in their crazy busy world? Find out what they want AND what they don’t want in a supplier relationship, routine etc?
  • Fear of making a mistake – When you consider the average lifespan of a CIO, for example, is three years, it makes good sense to look good, so the direct impact of a purchasing decision has huge ramifications on your customer and their world. How can you meet his need for security and certainty?
  • Fear of internal backlash – It is so easy for customers to ‘go to the board’ or ‘run it past the committee’ – Answering maybe, puts the buyer into a state of control, negotiation, buys thinking time and allows them to have others share the responsibility. How can you create new relationships with these other stakeholders and make the complex simple?


By offering to blueprint processes FOR them, provide assessments, do customer surveys, provide empirical data which is all great from a process perspective but what about a perspective that is personal? Moments of truth, behaviour that makes them go WOW and articulated purpose that is heartfelt. This is what will be the difference that makes the difference.

The opposite of FEAR is not hate as most people think, it is LOVE… an interesting piece of trivia that may hold a moment of sales truth.

Be Bold, Brave and Brilliant

Bernadette McClelland is CEO of 3 Red Folders – a modern day saleswoman and keynote speaker on business growth, personal leadership and sales performance.

BIO: Business environments wanting to increase their revenue and profits, and differentiate themselves in a competitive market, ask for Bernadette McClelland because of her thought leadership on sales performance, her ideas on thinking beyond resilience and her fresh perspectives surrounding personal leadership skills — all designed to master the outcomes that matter.

Bernadette has proudly coached Harvard MBA students on their sales enablement curriculum, been the Master Asia Pacific coach for Anthony Robbins across twelve countries, authored five books on leadership and sales transformation, won a coveted Telstra award for Business Excellence, and continually shares her ideas around behaviour, the brain and business growth on stages in the UK, Europe, Thailand, India, NZ, Australia and North America.

Believing that sales performance is a leadership issue, you will also find her heading Melbourne’s human potential based sales performance consultancy, 3 Red Folders, as she navigates lead generation, message to market and digs deep into sales process activities with her clients in the mid-tier sector as well as founding ‘Women Who Sell’, an initiative designed to bring more women up to speed in their sales success.

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