Stop Telling Yourself You're Not Worthy

It’s safe to say that most of us have, do, or will struggle with feelings of insecurity in one form or another at some point in our lives and careers. I talk to industry leaders all the time who struggle with it regularly. The irony is that their high-profile success can contribute to even greater feelings of insecurity in others. 

As the role of a benefits advisor becomes increasingly demanding and complex, I see this insecurity, often referred to as impostor syndrome, becoming common during the sales process. When you add the industry's increasing challenges to the already challenging job of selling, it’s no wonder it is a problem for so many in our industry. 

Here are a few key reasons why we see so many advisors/producers struggle with these feelings: 

1.  Sales is rooted in constant evaluation

Sales performance is measured in numbers (sales goals, revenue production, and conversion/close rates), creating a sense of constant scrutiny. If a salesperson struggles with prospecting and closing deals, they may question their abilities and legitimacy. 

👉  Sure, the numbers are important. But focus on progress, not perfection. While the numbers reflect effort over time, they don’t reflect your personal worth.

2.  Fear of not knowing enough

Benefits advisors do more than sell insurance products. Today’s advisors must be educated in HR-related issues, technology, compliance, communication strategies, and the list could go on and on. In addition to the expansion of the topics, the complexity of insurance plan design has never been more technically demanding.  

If they don’t feel like absolute experts, advisors may worry they’ll be exposed as “frauds” in front of prospects or clients, even if they know enough to provide value. 

👉  You don’t need to know everything; you just need to know enough to ask good questions and be willing to go find answers when you don’t have them immediately. Remember, (almost without exception) you will always know more than your prospects.

3.  Comparisons to high performers

Sales teams are naturally competitive, and it’s easy to fall into a trap of comparing yourself to top performers. When someone sees other advisors closing big deals, they may feel like they fail to measure up, causing them to doubt their abilities. 

👉  Use top performers as inspiration, not measurement. Focus on yourself and your progress, and remember: The highest performers were once where you are today. 

4. The emotional toll of rejection

Hearing “no” repeatedly can wear on anyone, even the most seasoned salesperson. If advisors take rejection personally, they may believe they’re not cut out for selling, even when they understand deep down that rejection is part of the job. 

👉  A “no” isn’t a personal attack. They may be rejecting your offer, but they’re not rejecting you. 

You are worthy 

Recognize that your sense of inadequacy is unwarranted most of the time. Be honest about where you have growth and learning opportunities, and make them the focus of your professional development. But DO NOT allow your head trash to erode your confidence. After all, your sense of confidence (or lack thereof) transfers to the buyer.   

As we always say, selling is a transfer of confidence. You must always work to make prospects and clients confident that they will get better results because of working with you. 

Of course, you can’t give away what you don’t possess. When advisors doubt themselves, it shows and can become a self-fulfilling prophecy of poor results.  

So, the next time you feel impostor syndrome creeping in… 

• Stop and recognize it.  Acknowledge the feeling without judging yourself. Awareness is the first step to growth. 
• Keep it in perspective. Reflect on past successes, positive feedback, and the value you know you’ve delivered. 
• Focus on helping others, not proving yourself.  Stop asking, “Am I good enough?” and start asking, “How can I help?” 
• Ask for feedback.  Get outside perspective from mentors and peers to reset your self-assessment. 
• Commit to constant learning, but don’t procrastinate in pursuit of perfection. Growth is ongoing, and there will always be new information to learn and skills to improve. 

If all else fails, remember the wise words of Stuart Smalley:

“I’m good enough, I’m smart enough, and, doggone it, people like me!”  😉 

Sponsored ad by our Friendor, RxManage. Click above to visit their site. 

Content originally published by Q4intelligence

Photo by Elnur