In 1982, singer-songwriter Billy Joel released the song “Pressure.” In an interview, Joel explained that the song was inspired by the pressure he felt to keep producing music. He was in the middle of what would later become the album The Nylon Curtain, but he was stuck and unable to create. One day, his secretary entered the room and noted that he looked like he was under a lot of pressure—a comment that sparked the song’s development. The lyrics reflect the weight of life’s many pressures and the isolation that can accompany them. Ultimately, the song became a hit.
Sales professionals face daily pressure to keep their pipeline full and meet sales targets—vital expectations that the company relies on. If a salesperson doesn’t generate enough profit to cover their salary, they essentially become a net expense, meaning the company would have earned more profit without them. This pressure to perform can weigh heavily on a salesperson's thoughts, emotions, and outward behaviors.
Every month during the course of a year, sales professionals look at a scorecard that depicts their sales performance on their CRM, and discuss it in sales meetings. Sales leaders need to discuss this at meetings with organizational leaders.
As a sales professional, how you handle this pressure is crucial to your success. Does it show in your interactions with prospective buyers, or can you keep your emotions in check? If the pressure leads you to push too hard to complete a sale, you risk ending the opportunity altogether. The very last thing buyers want is to be pushed or coerced.
EMOTIONAL INTELLIGENCE
Today, you’re probably hearing a lot about Emotional Intelligence (E.I.). In essence, E.I. is the ability to recognize and manage your own emotions and empathize with the emotions of others. E.I. is measured by a person’s “E.Q.,” and many organizations now prioritize a strong E.Q. over technical skills when hiring new employees. There are many books and articles written about the subject. The wise sales professional concerns themselves with improving this skill – it will serve them well.
SELF-CONFIDENCE THROUGH KNOWLEDGE
Another important element in managing your emotions as a professional sales executive is to regularly feed your knowledge. Nothing builds self-confidence like being prepared to engage in conversations from a place of knowledge, or expertise. Here are four key areas where as a sales professional, you need a solid understanding:
Your Company’s Service or Product – Know your offerings thoroughly, including examples of successful adaptations.
The Prospect’s Industry – Familiarize yourself with the industry dynamics, challenges, and trends.
The Prospect’s Organization – Understand their company, goals, and unique needs.
Your Prospect’s Background – Research your prospect’s role, and experience.
Here’s the good news: information is more abundant than ever—almost overwhelming! With industry publications, company websites, social media, LinkedIn, Google alerts, and more, researching and staying current is easier than ever. The power to be informed is literally at your fingertips.
But remember, this access also benefits the buyer. They’re likely researching you, your organization, and exploring various platforms to learn about your competitors, too.
HAVING A PLAN HELPS YOU FEEL IN CONTROL
Having a structured plan helps me manage the stress caused by pressure. Sales professionals should develop a yearly plan, which can be further detailed into quarterly, monthly, weekly, and daily plans. It may seem overwhelming at first, but the benefits outweigh the initial pressure of creating it.
Not having a plan while moving through time can cause many individuals to feel somewhat powerless. Taking charge of one's own future can alleviate pressure and stress.
Start by setting your sales targets and then work in reverse. Determine your assigned sales goal and use your close rate to estimate the number of proposals you'll need to make. Identify the volume of prospects to contact for meetings and qualifying real opportunities. Plan your outreach strategies and leverage your marketing partners and your network for support. Calendarize this plan to allocate your daily activities effectively.
Take charge of your actions. Set clear priorities and proceed accordingly.
SELF-CARE AND PRESSURE
So, what else can a sales professional do to manage emotions in the face of intense pressure? One approach I rely on is taking time to center myself. I’ve found that setting aside just a few minutes for deep breathing and focusing on positive thoughts can make a world of difference—especially before important meetings. A quick 2-5 minutes to calm and refocus works wonders.
Another method that works for me is walking. Whenever possible, I take a 30-minute walk to appreciate the world around me, connect with people in my neighborhood, or even meet someone new. Many of my friends find peace in running or exercising.
As many of my followers, clients, and friends know, I advocate for self-care, particularly for those in high-pressure roles like business development and client retention. Whatever you choose to do for yourself isn’t the focus; the focus is that you actually do it. Make yourself a priority and commit time to self-care.
Ed Snowden, Strategic Business Advisor | Coach | Trainer | Facilitator
Leverage Experience, LLC.
With more than 40 years of B2B experience at Fortune 500 companies such as ServiceMaster and Aramark, Ed advanced from managing individual accounts to holding key executive positions. He demonstrated exceptional leadership
skills in Operations, Business Development, and Strategic Account Management, overseeing Aramark's retention program and top healthcare clients.
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