Have you stopped to think just how much the word “IF” is worth? Judging by the way so many salespeople talk, it must be worth hundreds of thousands of dollars. For example: “If I had only gotten there sooner.”, “If our prices were only more competitive”, “If the economy wasn’t so bad”, “If the market wasn’t so soft”, “If the competition wasn’t so stiff”, “If the timing was better”, “ If I only had a bigger territory”, “If I could just get my foot in the door”, “If I only had more time”, “If they would only return my calls”, “If I could just get to the right person”, “If I knew who the decision maker was”, “If I knew what the real objections were …”
The list is endless. “IF” appears to account for more missed opportunities than one could imagine. The professional salesperson can’t and wouldn’t blame a missed sale on any of the above “IF” conditions. A more likely set of “IF’s” would be: “If I had only planned more specifically what I wanted to accomplish on this call”, “If I had set the agenda for the meeting with my prospect up-front”, “ If I had only discussed all the money issues with my prospect earlier in the selling process”, “If I had taken the time to listen to what my prospect was telling me, rather than being so concerned about what I wanted to tell him”, “If only I had uncovered the decision-making process beforehand, I wouldn’t have to wonder what will happen next”, “If I wasn’t afraid of losing a sale I didn’t yet have”, “If I didn’t get so emotionally involved” , “If I didn’t take rejection personally”, “If I wasn’t afraid to hear NO”, “If I would only ask for referrals on a consistent basis”,”If I stopped taking “think it over” and asked my prospect for a commitment”,” If I was confident enough to call ‘at the top’”,”If I had the courage to face the fears that are holding me back.” This list too can be quite lengthy.
In my opinion, the most important “IF” is: “If I would only take responsibility for my actions, then I would understand that sometimes the results will be favorable, sometimes unfavorable, but in the long run I will be better off. I will be in control, my confidence and self-esteem will grow, my knowledge will expand, I will gain new courage, my sales will improve and I will be looked upon as a true sales professional.”
Yes, “IF” is worth a great deal of money. Whether that money is in your bank account or someone else’s will be determined by the way in which you look at “IF’s.” Are they externalized excuses over which you supposedly have no control or are they internal conditions over which you have absolute control? Be careful how you answer. Remember it’s worth a lot of money!
