In the 15 years we've been training salespeople in High Probability Selling, we've known that what we teach scares people. What we haven't known is *why* our methods scare some salespeople into clinging to their old - but ineffective - sales approaches. Why can't so many salespeople change the way they sell?

After years of research, we've finally determined why so many salespeople can't change the way they sell: They're afraid of doing what really works!

Typically, salespeople mask their fears with macho attitudes. They think of themselves as heroic figures, persevering against all obstacles, fighting the good fight day after day. But, think about this: Who are they really fighting?

Through extensive research under the guidance of Dr. Wayne Diamond, we've concluded that salespeople's own fears are the biggest impediment to their success. Fear is the real 'enemy'.

This is where true courage enters the picture: We have to recognize and confront our fears before we can overcome them. Here is a 3-Step Strategy for overcoming your fears. (Note: "Uncomfortable, uneasy, and anxious" are other words for fear.)

1. Reality or Fantasy?

The first thing you need to do is determine whether the fears you have are based in Reality or Fantasy. You can't beat what isn't real. You can't overcome what is real if you won't admit exists. If a fear is based in reality, facing it helps to overcome the fear. If a fear is based in fantasy, acknowledging the fantasy helps to overcome it.

What you resist persists. If you resist facing your fears, they will persist.

2. Acknowledge Your Fears

Typical Sales Fears	        Reality

The Fear of Rejection	        The way you sell causes rejection
 The Fear of Loss	        You can't lose what you don't have
 The Fear of Scarcity	        Learn to find an abundance of prospects
 The Fear of Being Intrusive	People who mind intrusion don't take calls
 The Fear of Being Offensive 	The timid way you sell offends prospects
 The Fear of Not Being Believed	Practice full disclosure and be believed
 The Fear of Being Disrespected	Directness and Authenticity get respect

The Fear of Failure and/or the Fear of Success needs professional guidance

3. Assumptions Are Sales Killers

Assuming that you know how people will react often produces negative results. It doesn't matter if your assumptions are generally negative or positive. Both are condescending and/or insulting. Both are based on some or all of the fears listed above.

Assumptions are usually based on what you believe to be True, or what you wish were true. Our false assumptions may be due to past unsuccessful sales experiences, or they may be relics of personal experiences, recent or long 'buried'.

"Understanding one's fears is simple. Facing the avoidance patterns that comes from fear is quite complex."- Dr. Wayne Diamond. For further information on how to apply these principles call Dr. Diamond at 215-242-9054.

©Jacques Werth, High Probability® Selling - All rights reserved.

Jacques Werth, author of "High Probability Selling," is an internationally respected Sales Trainer and Sales Consultant. HPS graduates are excelling as Top Producers in over 70 industries. Visit http://www.highprobsell.com to read more articles, preview the book, and learn more about High Probability Selling.