You Need to Get Excited!

Robert Terson

In the fall of 2012 I was working with a young salesman, an inside salesman who works at a call center and sells a program to automobile owners that is similar to GM’s OnStar Service. I don’t want to be any more specific than that because I’m not here to embarrass anyone or do any commercials. I thought the young man in question was a nice guy who has a lot of potential; most people do. I spoke to him for about an hour, going over all the things I think he needs to do to become successful at this new job of his. But the number one item on that list was this: He needs to get EXCITED!!!

About himself, about the job, about the great service he’s offering his prospects, and about his presentation!  He needs to make that presentation come alive so it’ll emotionally grab the prospect, instead of boring him to death. Because, as I said in Selling Fearlessly:

“You never can be too enthusiastic” is an axiom of selling; conversely, not being enthusiastic enough will cost you more sales than anything else. You can have all the bases covered—strong mental attitude, excellent work habits, salesmanship second to none—but if you can’t crank up genuine enthusiasm for what you’re asking your prospect to spend her hard-earned money on, you’re the equivalent of a baseball pitcher without a fastball. You’re going to get clobbered.

Right! And in the same chapter I said this:

A sales presentation is a form of theater; a salesperson is like an actor putting on a performance for his audience. If he can’t get excited about his product or service, the performance is a flop. The prospect will walk out before the second act. A prospect buys on emotion far more than on logic or reason, and if a salesperson isn’t excited, the prospect won’t be either; and if the prospect isn’t excited—ho hum—he isn’t going to buy.

I’ve seen sales made on enthusiasm alone, the prospect so bowled over by the salesperson’s pure raw energy that he was signing a contract before he knew what was happening. I’m not talking about a phony televangelist staging a gyrating revival à la Elmer Gantry; I’m talking about a dignified master salesperson who’s so enthusiastic he practically lifts you off the ground—you feel like you’re participating in a magic show, but just can’t comprehend how he’s doing it.

You want to be a master salesperson?

Get excited!

And don’t worry about being too excited. There is no such thing.

In another chapter I spoke about an Apple salesman named Andy Pasek. This is how I described Andy and his presentation:

He was genuine, personable, enthusiastic, friendly, funny, professional, and knowledgeable, and he was so eager to show us his incredible wares, then excitedly demonstrated those wares, in relation to our interests, like a joyful child playing with his new train set on Christmas morning; and because he was having so much fun doing it, so did we.

Here’s what you shouldn’t be doing:

1. You don’t want to deliver your presentation in a monotone, boring voice; you’ll simply put people to sleep.

2. You can’t hesitate or fumble for the right words because you don’t know your presentation or your product’s (or service’s) benefits well enough.

3. You can’t sell successfully if you’re more concerned about making a sale, about your quota/numbers than you are about providing great value to that person.

4. You can’t sell successfully if you’re wishing you were doing something else, someplace else.

5. You can’t sell successfully if you’re selling the product or service itself, as opposed to the BENEFITS the product or service provides. The prospect doesn’t care about your product or service. She cares about the BENEFITS it provides, as they relate to her specific desires and needs. This is what the late Zig Ziglar meant when he said, “Sell the sizzle, not the steak.”

So…? What are you going to do?



Get your free Preview of Selling Fearlessly’s Chapter 1 here.