Keep Your Sales Healthy and Avoid Sales Burnout

“The greatest wealth is health.”

Virgil (70-19 BC) Roman poet



Recently, I had my annual check-up with my family doctor. I get this regular exam to guarantee my safe return from attending scout camp with my boys. I know this a pathetic excuse for staying fit, but I really look forward to summer camp and the great outdoors. Getting a clean bill of health is my ticket to fun in the sun (and rain) while enjoying the time with my sons.

While I was waiting in the examination room for my doctor, two thoughts popped into my head: First, why is it the gown they give you never really covers all of the important parts? And, more importantly, what are the symptoms of Slow Sales Syndrome?

It reminded me of when the doctor asked about my the last tetanus shot, and I gave him a puzzled look. I scratched my head and thought “When Did I have my last tetanus shot?”, and then, “When Did I last check on my sales goals?”

Often, I get so busy selling and serving my customers, I think to myself, “I must be hitting my sales goals!” Not realizing until later, all I’m doing is keeping busy instead of closing new business.

Just then, the doctor came into my exam room and started my physical. As he listened to my heart and lungs, I took a deep breath and wondered; how healthy are my sales?

After poking and prodding me in all of the right places, he started to ask me questions about my health related habits. You know the routine, how much am I (overdoing it) eating, drinking, exercising, etc. He finished up with some questions that I can’t repeat here.

But, it got me thinking again. If I were to examine my sales related habits, what kind of questions do I need to ask myself? Luckily, my favorite MD provided me with all of the questions I needed. I adapted these from the check-up form he used on me.

Early signs of Slow Sales Syndrome

• Do I feel as though I’m working harder but closing fewer sales?
  



• Do I constantly get distracted by non-sales-related activities during the day?
  



• Do I feel unhappy with my job or career, but I'm not sure why?
  



• Have I failed to reach an important sales goal, but was not really concerned about it?
  



• Have I wondered whether my customers are getting less than my best effort daily?
  



• Am I as motivated as I used to be in reaching out to new prospects?

If I answered yes to more than half of the above questions, there is a very good chance that I am suffering from at least the early stages of Slow Sales Syndrome. Luckily, with all of the new technology available to sales professionals today, we can address and resolve these issues quickly.

But what if I answered yes to more than half of the statements?

Left unchecked, Slow Sales Syndrome can turn into Sales Burnout. What happens if I don’t treat Slow Sales Syndrome promptly? A sales professional’s job by nature is demanding, both physically and mentally. Over time, the act of selling may wear down an individual’s energy level and stamina, leaving us vulnerable to a common sales pitfall.

If untreated Slow Sales Syndrome may progress into Sales Burnout.

Dr. Joni Johnston notes that many sales professionals that develop Sales Burnout show these common early warning signs.

1. Money becomes more important than the customer does. Salespeople know that if they care more about the commission than about helping their client make a wise decision, they'll lose the sale. Putting money before people marks the beginning of burnout and usually the eventual decline of gross sales and commissions.
   
   



2. They misrepresent the product. People experiencing burnout sometimes resort to telling "white lies" out of their stress of losing a sale. They fall back on these techniques out of frustration, because they have not kept their professional selling skills sharp!
   
   



3. They rush the sales process. They quit taking the time to establish rapport or thoroughly answer objections. Salespeople experiencing burnout view selling as a three-step process, Step 1. "Get the commission!" Step 2. "Get the commission!" Step 3. "Get the commission!"
   
   



4. They resist new learning. They've heard it all before. Yet, the fact is, they have forgotten their basic sales skills or are refusing to practice them.
   
   



5. They make excuses for their underperformance. Salespeople facing burnout often feel their product is defective and overpriced. They may feel that their company doesn't advertise enough or management isn't "in tune" with the market or the economy is awful.
   
   



6. They may blame these factors and more for their declining sales.
   
   



7. They refuse to acknowledge or take any responsibility for their own shortcomings. Not only do they possess a negative attitude, they encourage others to discuss the shortcomings of the sales manager, the product or other salespeople.
   

To prevent this “Simply taking control of your own day, your own work cycle, and your own career”

New York-based sales consultant Stephan Shiffman, author of Beat Sales Burnout, writes that one of the best prescriptions for early signs of Sales Burnout is "simply taking control of your own day, your own work cycle, and your own career." "For sales professionals," he explains, "one of the most rewarding, burnout-busting strategic changes of all is simply to change the model.

Over the years, I have found some simple tips helpful in heading off Sales Burnout before it sets in.

Understand what you're feeling and why - If you feel anxious or hesitant during a sales call, realize that fear may be the cause for your apprehension. Identify the issue causing the fear, and you will be able to deal with it much easier.

Practice makes perfect - To get and keep your confidence high, practice your presentation, role-play with others, or just use a mirror. By doing this, even once, you will feel more prepared and be more relaxed.

Seek outside help - Find someone you trust to talk about your sales challenges with. Sometimes an objective, non-judgmental view will give you the insight that you are looking for. Occasionally, we all need a little outside inspiration to reach our potential and dreams.

Dream it, achieve it - Picture a sales situation that is uncomfortable in your mind. Before the event, prepare your answers, your attitude, and yourself mentally. By visualizing the desired outcome it will help establish new neuropathways in your brain that can become self-fulfilling.

Stop and breathe – Most of us breathe unconsciously, however, taking the time to breathe slowly and deeply will help control your apprehension in challenging situations. Taking a slow, deep breathe will help you focus and calm your mind.

Prevention is better than the cure

My doctor reminds me at every check-up that I can live a long and happy life by making some small changes in my life. He helps me stay physically fit and mentally at ease with annual check-ups.

He’s always been right on target with me. His advice is sound and reasonable. I often learn something new when I talk with my friend, the doctor. I think he would be pleased that I’m taking his advice and applying it to my business as well.

Remember, friends don’t let friends drive drunk, and sales professionals don’t let colleagues get sales burnout.