Do You Believe That Assertive Salespeople Help or Hinder Their Customer?
From time to time I meet a salesperson who tells me flat out that they are not assertive.
Typically, they say things like, “I’m not pushy – I just let the sale happen.” Or, “The customer will let me know when they’re ready to buy. I’m not going to push it.”
For many salespeople, this self-perception provides a built-in excuse for not closing: “It’s just not me.”
I suppose that’s fine if your only interest is in keeping your customer in a comfortable place.
But think about it: was ‘make the customer as comfortable as possible’ ever in your job description?
You see, the sales process is a two-way street.
That means both parties have needs to meet. A win-win solution certainly exists and, ultimately, it involves the prospect moving forward with a purchase decision.
The question we must consider is one of degrees. How much is too much? How much should we push, and when should we back off?
To gain some perspective on this topic, consider this definition of assertiveness from the classic book Your Perfect Right, by authors Robert Alberti and Michael Emmons:
Assertive self-expression is direct, firm, positive – and when necessary persistent – action intended to promote equality in person-to-person relationships. Assertiveness enables us to act in our own best interests, to stand up for ourselves without undue anxiety, to exercise personal rights without denying the rights of others, and to express our feelings honestly and comfortably.
This definition highlights the idea that I can ask for what I want, so long as I am respectful to the person of whom I am asking.
It is my opinion that most salespeople lack the necessary assertiveness for the job. Their fear of rejection remains so high that they become paralyzed.
Often this is due to a high level of threat sensitivity as they play out the worst-case scenarios in customer interactions.
The problem is not just that the salesperson gets robbed of the opportunity to accomplish his or her sales goals, but – and more importantly – they also rob the prospect of the same thing!
When we let our fear get in the way, we force the customer to make the next move.
If the customer fears the purchase decision in the same way that many salespeople fear assertiveness, neither party will ever reach their goal.
Get it out of your mind that assertiveness is a dirty word!
You have a right to ask for the sale, and your customer has the right to say no.
If you do not ask, you do not get.
And sometimes when you do ask ….you change someone’s world!
