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In Sales, You Have Got to be Brave!

“Bravery is being the only one who knows you’re afraid.” - Franklin P. Jones

Firstly, I hope you’ve had a great week and that you’ve enjoyed some time in the better weather that we’ve had here in the UK?

We are now really starting to see the Coronavirus take over the rest of the world, while here in the UK, we are trying to get back to some form of normal.

The recent decision to suspend flights and put people back into quarantine in Spain shows that this virus is still very much with us.  I noted with interest how many large firms are now allowing their teams to permanently work from home.  I think we need to begin accepting that working from home is going to become the new-normal (rather than the exception to the rule) as we move into the next 12 to 18 months.

This new work-from-home-normal could mean one of two things.  People are going to be more available than they had been before.  It could also mean that they’re going to be less available as they are on calls themselves.  No matter the outcome, it’s essential that we keep our sales efforts and keep working towards those targets we have set for ourselves.

One of the key things I want to talk about today in my Saturday Sales email is bravery and how it is so important that we show bravery when it comes to sales.

I’ve been talking to members of my Sales Success Academy about being brave when it comes to making outbound calls.  Some of them are starting on their journey (from a business perspective). Whilst they are creating great content, sharing what they do and how they operate, they are also seeing that it can take a little while for that content to bare fruit and deliver inbound leads.

The reality is though, if our ship doesn’t come in, we have to sail out to it!

I’ve been talking to my Academy about how we can do outbound calls to a targeted list of people in order to try and engage and see what results we can get.  We have to show bravery in sales to get the results that we want!

The question I have for you is this:

What are you doing to be brave in sales?

What actions are you taking that can show bravery in the face of something that appears a bit scary, or perhaps a bit difficult?

Being brave over the next 12 – 18 months it is going to be essential for you and your business to progress and succeed.  You need to develop a set of sales skills that will enable you to survive even when times get a little tougher.

If you don’t know how to sell or if you aren’t brave enough to make outbound calls and do the activities that we have to do in sales, then be prepared for your business to struggle, or worse, go out of business.

I don’t want that to be the case for you and your company, and that’s why I have a passion and a mission to enable small businesses all over the world to be brave and to develop their sales skills.


1. Pick up the phone and speak to people

Yes, it’s one of those areas that’s a bit of a challenge and people worry about.  I always say to people: if you have a targeted list of prospects that you’re going after and you have evidence of their problems and challenges, and how you solve issues for other people similar to that in the past, then reaching out to these people is your duty!

Be brave.  Be prepared to pick up the phone.  But do so only when you have  clear outline of what to say in those initial calls.  

I created a video a few weeks ago on great openings to use with prospect calls and I think this could really help you here:

2. Be brave about the reaction you’re going to get

In many cases you may hear some (or all) of the following:

  1. I’m too busy
  2. I’m not interested
  3. We already have a provider in place

 The reality is, in that exact moment in time, what are you going to do about it? 

 Are you going to be brave?  Stand up.  You know the objection is likely to come.  Are you going to deal with it, or are you going to fold and run away quickly by putting the phone down?

 Before we even pick up the phone, we need to learn how to handle these objection responses when they come in.  It’s essential that you know exactly what to say and how to respond. 

 Here’s a good example of a response you can use when someone tell’s you they’re too busy:

 “I appreciate that you’re busy , I didn’t expect you not to be being honest. My clients that I’m working with are now really glad they spent a minute with me initially as the results we have been able to achieve for them are extraordinary. How are you dealing with [this] challenge?”

That sort of response says that you do respect their time, but makes it clear that you asking for some of their time to continue on the conversation.

3. Be brave about your price

You might find you need to be brave if your prospect tells you that they want to go ahead but that they want a discount on price. That is a really common thing that we see on a regular basis.

 What will you do in this situation?

 You can of course capitulate and fold, and get less money for the service that you offer.  Or what you could do is decide to be brave and say “Hey, I appreciate your thoughts and I totally understand your view. What you need to see in order to feel that it’s worth spending this amount on?”

 Be brave, go back and say no, you can’t do the discount.  But ask the question about what they need to see the value of your price.

Those that are brave and those that prepare for what is about to take place over the next 12 – 18 months will be in a better position to move forward and get the right results.

With this is mind, I’m launching a new 4 week course (with only a limited amount of spaces) on ‘How to sell successfully during a recession’ and with a global recession about to hit us, I know its going to be popular!

How are you going to ensure you continue to bring sales in during the next 12 months? What would be the impact on your business if you don’t win business?

Why not join me on this course. Be brave and decide to do something different. I am that confident you will gain value from it that I am being brave as well! I’m happy to offer a moneyback guarantee on the £30.00 charge for the course.

So what have you got to lose? What stops you from saying ‘Yes I want to attend this’?

Get your name on the priority list to be notified when our course is due to commence.

Are you going to be brave and move forward knowing that you need to improve or develop sales skills that you require?

Or are you going to sit back and think everything’s OK and then potentially watch challenges occur in your business and think “I should have done something about that!”

Take the right action to ensure you’ve got the right skill, and I can ensure it will do you well for the long run.

Feel free to drop me line by replying to this email, emailing [email protected], or contacting me through all the usual social channels – YouTube, LinkedIn, Twitter, Facebook – by searching for “jameswhitesales”.

Have a great week! 


James White

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