The Ability to find the customer’s problems and sell him “solutions” occurs best in the “winners” zone, where one’s self-esteem ranges between 7 and 10. This is because one must feel good about themselves in order to lead the sales call. High self-esteem helps the C2 Salesperson to master such challenges as:
- Overcoming rejection
- Negotiating stronger agreements
- Asking the tough questions
- Persisting when necessary
- Refusing to submit to the buyer’s rules
One can count on the fact that the buyer will not roll over and play dead when the salesperson attempts to change the rules on him. At first, he will resist, and his resistance can be both frustrating and discouraging until the seller becomes proficient at the required skills. Since perfecting C2 Selling Techniques takes practice, it is important to give time and attention to the matter of developing and maintaining a high level of self-esteem. It is fruitless to work on negotiating skills until self-esteem is properly addressed.