--- title: "Excellent Salespeople Must Overcome These Obstacles!" description: "The biggest obstacle in a sales career is not price, competition, or customer resistance, but the salesperson's own shortcomings. When facing products with low brand awareness, especially high-priced ones, customers are often wary and seek to verify value before purchasing. Salespeople must win customer trust to facilitate purchases, which requires overcoming six major barriers." author: "New Distribution" publisher: "New Distribution" email: "zhaobo258@gmail.com" telephone: "+8615854817671" published: "2014-08-30" language: "en" canonical: "https://xinjignxiao.com/en/articles/excellent-salespeople-must-overcome-these-obstacles-4615f749/" markdown: "https://xinjignxiao.com/en/articles/excellent-salespeople-must-overcome-these-obstacles-4615f749.md" original_source: "https://mp.weixin.qq.com/s/_GK5kC1nXePv8JCzxzYbww" translation: "https://xinjignxiao.com/zh/articles/%E4%BC%98%E7%A7%80%E4%B8%9A%E5%8A%A1%E5%91%98%E5%BF%85%E9%A1%BB%E8%B7%A8%E8%B6%8A%E8%BF%99%E4%BA%9B%E9%9A%9C%E7%A2%8D-4615f749.md" attribution: "New Distribution — https://xinjignxiao.com/en/articles/excellent-salespeople-must-overcome-these-obstacles-4615f749/" usage_policy: "https://xinjignxiao.com/ai-policy.txt" --- # Excellent Salespeople Must Overcome These Obstacles! > The biggest obstacle in a sales career is not price, competition, or customer resistance, but the salesperson's own shortcomings. When facing products with low brand awareness, especially high-priced ones, customers are often wary and seek to verify value before purchasing. Salespeople must win customer trust to facilitate purchases, which requires overcoming six major barriers. **Warm Reminder: Click the ↑ above “FMCG Distributor Professional Consulting” to learn more about marketing and distributor internal management.** The biggest obstacle in a sales career is not price, not competition, not customer resistance, but the salesperson's own shortcomings. When facing products with low brand awareness, especially high-priced ones, customers often harbor wariness and strive to confirm from every angle that their purchase is worth it before making a purchase decision. Customers will judge whether to buy by conversing with the salesperson and observing the environment and the salesperson's words and actions. Only by winning customer trust can a salesperson facilitate purchases. For a new salesperson, building customer trust requires overcoming six major barriers. (1) Knowledge Barrier: Lack of mastery of product-related knowledge and key professional aspects. Product knowledge is the foundation of negotiation. During communication, customers will inevitably raise professional questions. If the salesperson cannot provide appropriate answers, it will dampen the customer's enthusiasm. Therefore, salespeople must clear knowledge barriers before meeting clients. Solution: Undergo training and self-study, ask questions when unsure, and grasp key points during learning; never say "I don't know" to customers, and never pretend to know. For things you don't know, tell the customer you will consult an expert and then reply. (2) Psychological Barrier: Worry, fear, or reluctance to act due to anticipated negative outcomes. Timidity and fear of rejection are common psychological barriers for new salespeople. This often manifests as fear of visiting clients, not knowing how to communicate, reluctance to call clients, and worry about not being accepted. Sales success lies in shortening the distance with customers, eliminating doubts by building good relationships. If you cannot proactively communicate with customers, you will inevitably miss opportunities for successful sales. This requires salespeople to enhance self-confidence, self-motivate, and overcome this psychological barrier. You can also try to see things from another angle: the purpose of sales is to realize self-worth, based on meeting customer needs and bringing them benefits and value. Even if rejected, it's okay; customers have the right to refuse. Do not give up on yourself. Learn to analyze whether the customer truly doesn't need it or if it's due to your presentation. Use the opportunity to understand customer needs and the reasons for not buying. This will be valuable information for future development. Destroy "self-esteem" and rebuild "self". To do sales, you must have enough enthusiasm, courage, and patience, but first, you must put aside your self-esteem. Your self-esteem is not important to others; others' respect for you is important, but that can only be gained through continuous accumulation in sales work. Self-esteem is the first difficulty to overcome. For example, when selling items on the street, salespeople are required to intercept passersby. Many salespeople with strong self-esteem stand there afraid to sell, fearing damage to their self-esteem. Many have persisted, calmly analyzing their environment, the products they sell, and how to sell them. In fact, it's not about how you see yourself, but whether customers accept you. This is the process from losing self-esteem to rebuilding self. Overcome inner fear and cultivate "interpersonal courage". "There is nothing to worry about; it's just self-inflicted." Human fear is innate, worrying about this or that, afraid of doing things poorly. Salespeople's fear often stems from "not daring to interact with people," which in sales is called lack of interpersonal courage, especially evident in new salespeople. When visiting a client for the first time, salespeople feel anxious about the upcoming sales situation. Fear can cause retreat and may even drive salespeople out of the industry permanently. Overcoming fear and building interpersonal courage becomes the first required course in sales. To overcome psychological fear, first speak to more people; intercept sales; mandatory visits. (3) Mindset Barrier: Incorrect perception of the sales profession and customer service. Some salespeople look down on the sales profession, thinking it has low status, and feel it's a last resort, which makes them unable to face customers with enthusiasm, thus failing to ignite customer purchase enthusiasm. As a salesperson, you must correctly understand yourself and the sales industry and profession, set proper life goals and development plans. Firmly believe that sales is a challenging profession, and only through continuous effort can you achieve your goals. Sales is also a profession requiring broad knowledge. Only with rich product knowledge, sales knowledge, and social knowledge can you accurately grasp market trends. Therefore, salespeople must build strong self-confidence. (4) Skill Barrier: Lack of familiarity with the entire sales process and poor application of customer purchase control techniques. This manifests as lacking clear ideas and methods in product introduction, failing to highlight key points, and unable to accurately convey product benefits to customers; lacking correct judgment of customer psychology and purchase motives, unable to capture purchase signals, thus missing opportunities; being eager for quick success, lacking customer management skills, and unable to build good relationships with interested customers. To overcome this, fully understand customer needs, find the benefits that products and brand value can bring to customers; clarify the benefits customers care about and communication ideas; learn from colleagues and superiors, understand customer purchase signals and appropriate measures; learn time management, classify customers, and invest more time in customers with higher purchase potential; if you cannot accurately grasp customer purchase psychology and motives, tell your supervisor about the communication process and ask for judgment. Do not work silently without communicating, as if fearing customer information leakage; that is not feasible. (5) Habit Barrier: Behavioral habits accumulated over time that are detrimental to career development. Bad habits are also a significant reason for failing to close deals. Some salespeople are used to harsh language and attitudes, making customers feel disrespected; some do not smile or habitually judge by appearance, categorizing customers by intuition and acting inappropriately (even if their judgment is correct, it can lead to negative word-of-mouth and potential customer loss). Salespeople should maintain a positive attitude, respect customers, keep customer records and analysis, discover, summarize, and change bad habits, so customers are willing to communicate with you. (6) Environmental Barrier: Easily influenced by surrounding people or events. Due to lack of correct understanding and awareness of the sales profession, some tend to imitate colleagues' work styles and behaviors, forgetting that learning from colleagues means absorbing their strengths and advantages. There was once a new salesperson who was enthusiastic at first but later became lax due to the influence of some veteran salespeople, failing to be strict with themselves. This is the impact of the environment. Therefore, salespeople must distinguish right from wrong, respect colleagues, build good relationships with an open mind, learn from excellent colleagues' strengths and experiences, and discard bad practices. \-------------------------------------- **Like this article? 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