Dealing With Sales Anxiety

Dealing With Sales Anxiety



So you’re a new salesperson – you have been “trained” on the product and pitch.  Maybe you’re having trouble remembering everything.  Now you are faced with your first customers, and you have to give them an entire presentation . . . are you nervous?  Probably!  Why?  Well, not only are you new to your company, you are likely also new to the art of sales.  But there’s good news:  no reason to be nervous if you follow these easy steps.

When you first walk into someone’s house with the intention of selling them something, how can you eliminate the nervousness and anxiety?  Even if you had a good relationship with them over the phone, you’re probably still thinking — what do they think of me?  Do they like me?  Am I coming across as too “salesy” or even dishonest?



Getting inside the customer’s head and seeing yourself the way they see you is one of the most basic — and also most difficult — hurdles most new salespeople have to face.  But it’s crucial if you want to be successful long-term.

Struggling to remember the massive amount of information your employers expect you to tell the customer.  You don’t know what’s important and what’s not.  Also, how are you supposed to act?  You know about your product but you don’t know how to sell.  More importantly, you don’t know how to present yourself to the customer — and that’s stressful.

Step 1) Like yourself.

like urself


This might seem basic, but if you don’t feel likeable, chances are you won’t come across that way to anyone else.  To make other people like you, you first need to learn to like yourself.  The way to do this is through mindfulness and repetition.

Whenever you catch yourself thinking something anxious — I’m not good enough, I won’t make this sale, this customer must hate me — notice it!  Catch every negative thought and turn it into something positive about yourself.  There is real power in the idea that “you are what you think”.  Make it a habit to turn every negative thought into a positive one.

Step 2)  Fake it ‘til you make it.

fake it til

This builds off of the first step.  Once you have the ability to turn negative thoughts into positive, concentrate on acting as though you know the customer already likes you.  Get it into your mind that your customer doesn’t know what you are supposed to say or do, so stop worrying that you missed something or said something out of order.  Remember that you are in control, and it will become a lot easier to stop stressing!

Step 3)  Plan where you want your sales conversation or pitch to end up.

treasure map

This is usually either with a decision on your customer’s part or follow-up on your part — either way if you start with the objective clearly in mind – your conversation will naturally flow to that point.  The stress & anxiety are almost always intertwined with “memorizing” the product or sales pitch.

You can eliminate the S&A by concentrating on three things: Your customer, their needs and the end of the conversation.  Most people call this the “close”, and pros refer to this as the “commitment stage”.  Follow the three steps outlined above, and you’ll be more confident in no time.  Remember, before you can sell anyone, you need to be sold on yourself!


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