Dentists and Selling

June 8th, 2009

We have all been to a dentist at some point in our lives. How many of us truly enjoy going, especially if it is not for a routine cleaning? Why is that? How high is your anxiety level?

When you look at a sales call it can be a similar experience for the prospect as it would be for us going to the dentist. When you look at a typical sales call anxiety can be very high in the beginning because there are many “unknowns,” here are just a few:

• When is this person going to try and ‘close’?
• Will he/she leave if I tell them no?
• How long is this going to take?
• Will I be able to get the info I need to make a decision?

To help ease anxiety with prospects, just go back to the Dentist example. My Dentist does a great job of letting you know what is about to happen and how long it may sting (“you will feel a quick sensation then the pain will go away in a few seconds”). When your Dentist mentions this to you it still stings but you know how bad it will sting and for how long. How would you feel if the Dentist sat down next to you with their devices and didn’t say a word? If they just started drilling and you didn’t know if you had 1 cavity or 10 cavities would your toes curl and heart race wondering when it would end?

Do the same thing for your prospects. Let them know what is about to happen and how long it will take. Make sure everyone understands the rules of the game upfront and agrees to them. Make sure you have reduced the anxiety level as much as possible and most importantly; make sure these conversations are mutually beneficial to both parties and are agreed upon! Once these items are accomplished the pressure is reduced and it is one less item to worry about in this crazy selling economy.

Aaron Prickel

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