Tom Hopkins, chairman, Tom Hopkins International Inc.

As published in Scotsman Guide's Residential Edition, July 2005.

Fear is a business professional’s greatest enemy. It appears on either side of a business situation.

Brokers and salespeople fear not getting enough business, making mistakes and endangering their reputations. They can conquer these fears with knowledge and experience. A tougher job, however, is helping others admit to and overcome the same fears. With many clients, fear builds a wall of resistance that can detract from business. To break down this wall, it is important to recognize it, understand it, conquer it and create self-confidence.

Get to know clients’ fears
If you are a broker or salesperson, your prospective clients initially are afraid of you for many of the same reasons you are afraid of them. Salespeople generally are not accepted with open arms — even by other salespeople. Even when you try to help a friend, relative or someone else you already know, they will fear you as a business professional 99 percent of the time. (One percent of the time, your family members will trust you in whatever role you play.)

To conquer the “salesperson fear,” you must master the skill of putting people at ease. Learn to employ a relaxed manner and tone of voice. Use rapport-setting comments and questions that show your clients you are interested in them, not only in their business. You need to come across as warm, friendly and inviting. Smile. Compliment your clients sincerely. Thank them for the opportunity to serve their needs. In other words, treat them as you would a guest you are honored to have in your home. If you believe in your products and quality of service, it should show.

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