The Most Terrifying Moment in All of Sales

By Bill Farquharson
In July 21, 2015

What is the scariest part of sales? Is it the certainty of impending rejection? Is it talking to strangers?

What is the most terrifying moment in all of sales? Is it that brief span of time after you deliver a price and before the customer gives you the verdict? Is it walking the Green Mile which leads to your manager’s office after he or she has called you and to discuss a bad sales month?

The answer: None of the above.

The most terrifying moment in all of sales comes when the prospect you are calling on picks up the phone and says “Hello?”

Hello? What you mean, Hello?

I was not expecting you to answer. I was expecting and was prepared for only voicemail. You have totally messed me up by answering your phone.

We are so conditioned to getting voicemail that when we finally hit the lottery and speak to a live person, we oftentimes aren’t prepared.

Worse still, it’s not out of the question that we’ve forgotten who we were calling because, while waiting for the inevitable, we switched screens on our computer to check our email or pulled out our cell phones for a quick game of Angry Birds.


The day will come when a prospect you seek will have the audacity to pick up the phone and say, “Hello?” Be prepared.

Oh, the horrors.

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Bill Farquharson

Epicomm Vice President Bill Farquharson previously served as President of Aspire For, a sales training and consulting firm in Duxbury, MA, and is a 30+ year sales veteran in the print and form industries. He has trained thousands of print sales representative, sales managers, and “selling owners” with a highly successful, no-nonsense “old school” approach. His unique training programs—The Sales Challenge, The Mobile Sales Club, and Tuesday eWorkshops—have become an industry standard for driving new business. Bill has trained and coached sales people from Xerox, Fuji Xerox, HP Indigo, Heidelberg, EFI, Konica-Minolta, and others. An active columnist and blogger for Printing Impressions magazine,, he also shares two weekly electronic eblasts each week with thousands worldwide: Monday Video Sales Tip and Friday Short Attention Span Webinars. Bill received a B.A. degree in Marketing from the University of Massachusetts/Amherst and worked in sales at UARCO Business Forms, Advanced Form Systems, and Print Tec Network, prior to founding his own firm.

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