Using Cognitive Behavioral Therapy to Improve Sales

If we can accept this basic premise, then it’s easy to see how a positive outlook can spiral up where a “haters” gonna crash.

Let’s focus on an example of how this may be impacting your business right now.

You have found a new product and service that no one else in your market offers. While there is a ton of value built into the product for the homeowner, it requires some basic technology investments, so you need to charge a reasonable upcharge for it.

You put great effort into creating all the necessary staff training, focusing on the competitive differentiation and the benefits to the customer.

Once you go live, it can go one of two ways:
1) Your team is excited about the benefits and are stoked to have a new product that no one else has. They THINK the product is great, so they FEEL excited to talk about it. They now ACT by talking positively about it to your customers. With your team’s enthusiasm, the product sells, making your team THINK, “man this thing is awesome!” They then FEEL more confident and excited and they ACT by selling it harder. Oooooor … same staff, same product, same training, same customers … 

2) Your team focuses on the increased cost to the customer. They THINK, “the last thing our customers need is another fee. No one will want this.” They FEEL worried to talk about the product because they assume the customer will say no to the cost. They ACT by either not mentioning the product at all or “apologizing” for the cost upfront. With your team’s apprehension, the product does not sell so the team THINKS, “yep, this one was a dud.” They FEEL even worse about the product and do not ACT to sell it.

As managers, we need to understand that we can break the cycle at any point. Here are some tips:

• We need to train our team to think in a positive way. They need to be able to identify the negative thoughts and restate those thoughts in their mind in positive terms.

• If you have a team member who is always negative, ask them questions to broaden their thinking and challenge their beliefs. For this example, perhaps ask, “if a customer needs the product, do the benefits outweigh the cost?”

• Help them conquer their fear of the product by getting them to use it. If they see the value themselves, they may think more positively. Perhaps offer it free to your team to use on their own homes before offering it to customers.

• Get them to hone their skills in the initial training. Ask your team to sell YOU the product. To provide reasons to buy. Perhaps role-play with each other.

• Teach your team to reduce stress. It is survival instinct to avoid conflict if you are stressed. This includes hearing a customer say, “no.” Teach your team imagery, muscle relaxation and deep-breathing exercises. Perhaps ensure that a short break is taken between appointments to gather their thoughts and emotions ... to reset.

Here's the best part ... These really aren't SALES tips. These are ways for you and your team to feel better about EVERYTHING you do. 

• Be curious about your thoughts.

• Think about whether they are positive or negative.

• If you catch yourself in a negative thought, try to restate it as a positive in your head.

• Don't attack yourself. Don't allow your thoughts to attack you. Spin them into something good.

Life is often a self-fulfilling prophecy. To use a cliche quote from Henry Ford, "Whether you think you can or you think you can't, you're right."