Let me take you back to a sunny day in Southern California when I was searching for the perfect surfboard. We had just moved to so the excitement had been building up for months, and I knew precisely what I wanted and the budget I had in mind. Eager to hit the beach, I stepped into the store, ready to make a quick and decisive purchase.

As I walked in, the ideal board I had been eyeing was right before me. I was thrilled and ready to buy it without a second thought. But then, an unexpected hurdle emerged in my path - the salesperson. Completely unaware of my prior research, budget, and enthusiasm, he expressed genuine surprise at my quick decision to buy one of their higher-end boards.

He tried to talk me out of it, suggesting I explore other options or "sleep on it" before making a decision. Little did he know that I was well-prepared for this purchase. At that moment, I experienced objections from a salesperson, an encounter I had never faced before!

The salesperson probably didn’t even realize it, but he had fully gotten in his own way. Instead of allowing me to be myself as the buyer, he projected his own personal buying fears onto me. In his heart, he had probably convinced himself that that was the kindest way to show up. 

From my perspective as the buyer in that situation, the kindest way to show up would have been him facilitating me getting what I desire: the perfect surfboard, now!

We can all learn something from this surfboard salesperson. When you enter a conversation with a prospect, leave your own personal buying tendencies at the door. By acknowledging and overcoming your personal biases related to money, purchasing habits, and personal sales experiences, you can better understand your prospects and tailor your sales process to them, not you.

Authenticy Over All Else
“Be Yourself; Everyone else is already taken.” - Oscar Wilde

The hardest thing to do in sales is to be your authentic self. To show up in a way that represents your unique confidence, sense of abundance, and genuine desire to help others. The second hardest thing? To let the prospect show up in the exact way that they desire to. 

This challenge can present itself in many different ways throughout the sales process and, if not taken head on, can really inhibit your ability to connect with our prospect and co-create a solution with them. The most common way that this manifests itself is when we try to project our buying process onto our prospects. In sales, more than anything, focus on being yourself AND allow the prospect to be themselves, too!

Don't Project Your Subjective Beliefs About Money
Our beliefs about money and sales are deeply ingrained in us through our upbringing, experiences, and cultural backgrounds. These subjective beliefs can heavily influence how we perceive value and approach sales situations. However, it's essential to recognize that your prospect may not share the same beliefs.

For instance, some individuals might be more focused on the long-term benefits of an investment, while others prioritize immediate savings. By not projecting your own values onto your prospect, you can better understand their perspective and tailor your conversation accordingly. Remember, what may seem like a major investment to you might be seen as a small investment to your prospect.

Remember, what may seem like a significant investment to you might be seen as a simple wise opportunity by your prospect.

Don't Assume Others Buy the Way You Buy
How you were raised to make purchasing decisions, whether through cautious research or impulsive choices, may significantly differ from your prospects' experiences.

Avoid assuming that your prospects buy the same way you were raised to buy. Instead, take the time to understand their unique approach to decision-making. Some might prefer to weigh all the pros and cons before committing, while others might trust their gut instincts. By adapting your sales strategy to align with their preferences, you create a more comfortable and supportive environment for your prospect.

Don't Let Your Own Sales "Story" Get in the Way
Your personal experiences in sales create your sales "story." While these experiences provide valuable lessons, they can also unintentionally influence your interactions with prospects. You may find yourself approaching a sales situation with preconceived notions based on past outcomes.

It's crucial to recognize when your sales "story" is affecting your judgment. Stay open-minded and treat each prospect as an individual with their own unique needs and circumstances. Avoid making assumptions based on past experiences, as this can hinder your ability to connect authentically with your prospects.

By recognizing that your beliefs may not align with your prospect's and adapting your sales approach accordingly, you can create meaningful connections and foster trust. Simply put, you can stay out of your own way.

Remember, effective sales is about meeting your prospect where they are and co-creating solutions that resonate with their individual needs. Be mindful of your own biases, assumptions, and past experiences, and approach each sales opportunity with an open heart and an open mind.

As you embrace these principles, you'll be better equipped to understand your prospects on a deeper level. So, step into each sales interaction with empathy, curiosity, and a commitment to leave your subjective beliefs aside. Your prospects will appreciate the authentic approach, and you'll find greater fulfillment and success in your sales journey. 

You've got this!