Halloween is quickly approaching, and I’ve got to be honest—I’ve never been one for scary things. As a kid, I hated scary movies. I just didn’t get it. What’s fun about being afraid?
Growing up, life was scary enough. While other kids were carefree, I worried about things most kids shouldn’t be. So, I couldn’t understand the appeal of being scared for fun. Funny thing, though—I ended up marrying a massive fan of all things horror!
Over the years, those movies have bothered me less. Halloween? It’s not a big deal anymore, and I’ve even learned to enjoy a good thriller now and then. There are two reasons for that shift. First, my wife’s constant exposure to horror. But more importantly, the real-world fears I’ve faced have turned out to be way scarier than anything a fictional monster could throw at me.
It’s not that I’ve stopped being afraid—in fact, my fears have grown bigger and more real as I’ve matured. But what’s changed is my ability to process those fears and nurture the courage I need to face them head-on.
Facing Your Fears: My Top Tips
Whether it's a fear of failing, rejection, or even fear of the unknown, fear shows up frequently in sales. But the key to success is learning how to face those fears. Here’s how I’ve done it, and how you can, too:
1. Fear is a Liar
Fear will tell you things that aren’t true. It distorts your reality and makes the improbable seem inevitable. In sales, we often fear rejection or failure. But here’s the truth—most of the things we fear are possible but not probable. That big pitch you’re afraid of bombing? You’re more prepared than you think. The prospect you’re terrified of cold calling? They’re probably not as scary as they seem.
Fear often masquerades as reality, but remember, it’s a liar. When you step back and assess the actual risks, they’re usually much smaller than they feel.
2. Step Away, Don’t Run Away
When fear strikes, it can be overwhelming. Instead of reacting immediately, step away—emotionally, not physically. Give yourself space to let the initial flood of fear subside. Fear triggers emotional responses, but logic and clarity return when you give yourself time to calm down. The key is not to avoid the situation but to face it from a place of calm.
3. Run Toward It
There are moments when the only thing to do is run straight toward what scares you. Avoiding fear only gives it more power. Facing it head-on will give you a sense of aliveness and confidence that you can’t get anywhere else. In sales, sometimes this means picking up the phone and making that cold call, even though every fiber of your being wants to put it off.
4. Train Yourself
Like anything, mastering fear takes practice. Start small and gradually expose yourself to situations that scare you. Over time, you’ll build up resilience. Fear, when faced repeatedly, loses its power. In sales, this might mean making a few more cold calls than usual or taking on progressively bigger challenges. Each small victory strengthens your ability to confront fear.
How to Conquer the Fear of Cold Calling Using the 3 Ws
Cold calling is one of the most intimidating tasks for many salespeople, but when you break it down with a simple framework, it becomes much easier to manage. My “3 Ws” approach will give you the confidence to make those calls and control the conversation:
Who are you? The first thing you need to do is introduce yourself clearly and confidently. Start by giving your name and your company. Keep it simple and direct: “Hi, this is [Your Name] with [Your Company].” This step establishes your identity and sets the tone for a professional conversation.
What do you do? The next step is to explain briefly what you or your company does, focusing on how it relates to the person you’re calling. Keep it concise, but make sure it’s impactful. For example, “We help companies like yours streamline their sales processes and close more deals.” This gives the prospect a reason to continue the conversation, as they now know you provide a relevant service.
What’s in it for them?This is where you get to the heart of the conversation—what benefit are you offering? Speak directly to their pain points or needs. For example, “I’d love to show you how we’ve helped similar companies increase their sales by 25% in just six months.” By highlighting the value and outcome, you give the prospect a reason to stay engaged.
Finally, close with a call to action. Ask for a meeting or set the next step: “Can we schedule a quick 15-minute meeting to discuss how we can help your team achieve the same results?”
Fear is part of the sales game; accepting it is what separates great salespeople from the rest. If you're ready to take control of your sales fears and learn how to build deeper, more authentic relationships with your clients, I invite you to check out my course on relationship-centric selling at SayLess Academy. Together, we’ll tackle fear and transform your sales approach from the inside out.
Ready to face your fears and grow your sales? Join me and let’s conquer them together!
About Ronnell Richards
Ronnell Richards is an accomplished entrepreneur, author, and sales leader with over two decades of experience in business and leadership. Known for his no-nonsense approach, Ronnell has built multiple successful companies and is the founder of Business & Bourbon, a movement designed to revolutionize business networking by blending wisdom, authenticity, and real-world experience.
As the author of Shut The Hell Up and Sell, Ronnell teaches a practical, relationship-driven approach to sales that cuts through the noise and focuses on genuine connection. His philosophy is centered around helping sales professionals build trust and deliver real value, making sales simpler, more fulfilling, and highly effective.
Ronnell also serves as a LinkedIn Learning Instructor, where he shares his expertise with a global audience. His course content is designed to inspire and equip professionals with the skills needed to succeed in today’s fast-paced business world. Whether he’s mentoring young salespeople, leading workshops, or speaking at industry events, Ronnell’s mission is clear: to help others achieve their highest potential by embracing authenticity, mastering relationships, and shutting out the distractions that prevent success.
With a unique blend of old-school fundamentals and new-school tactics, Ronnell has become a trusted voice in the sales world, helping countless individuals and businesses reach new heights. Ready to share what he's learned from years in the trenches, Ronnell’s passion for teaching and mentoring shines through in everything he does.
Comments