Avoiding tasks, situations, or even people can be more common in sales than many realize. For sales professionals and managers alike, understanding the root cause of avoidance can be the first step to creating a sales culture that takes action. Avoidance can take many forms, often rooted in different mental or emotional responses, and can prevent you from reaching your goals or performing at your best. Here, I’ll explore three types of avoidance, breaking down why each happens and how you, as a sales professional, can address it effectively.
1. Emotional or Cognitive Avoidance
In sales, emotional or cognitive avoidance happens internally. It’s often invisible to others but has a real impact on your performance and mindset. When you emotionally or cognitively avoid something, you’re choosing to avoid thinking about it altogether. This might look like pushing aside the thought of following up on a challenging prospect, blocking out stressful client interactions, or not addressing feelings of burnout.
Common triggers in sales that can lead to emotional avoidance include:
- Fear of rejection or past experiences of unsuccessful pitches
- Self-doubt in your ability to close a high-stakes deal
- Anxiety about hitting monthly or quarterly targets
This type of avoidance can often lead to procrastination or disengagement. If it persists, consider identifying specific thought patterns that are holding you back. A sales manager might find it helpful to provide coaching support, focusing on building resilience against these stressors. Seeking professional help can also be valuable if emotional avoidance becomes overwhelming or stems from deeper issues.
2. Situational Avoidance
Situational avoidance is when you consciously avoid specific people, places, or tasks. In the sales environment, this could mean avoiding meetings, skipping networking events, or avoiding interactions with certain clients or colleagues. This type of avoidance is often a response to past negative experiences, where sales professionals steer clear of situations they associate with discomfort or conflict.
Here are a few examples of situational avoidance in sales:
- Avoiding difficult clients or prospects after a negative call or meeting
- Sidestepping certain tasks, like cold calling, that may feel uncomfortable
- Opting out of sales team meetings to avoid a specific colleague or manager
The risk here is that situational avoidance limits your growth and narrows your opportunities. If you recognize this pattern, try gradually confronting the avoided situations with small steps. Sales managers can also help by creating an open environment where team members feel supported, even in uncomfortable situations. Encouraging honest discussions can often alleviate some of the tension that causes situational avoidance.
3. Protective Avoidance
Protective avoidance is when you go out of your way to shield yourself from perceived risks, often by creating patterns or behaviors that feel “safe.” This type of avoidance can become particularly tricky in sales, as it can lead to habits that hinder growth and productivity. Protective avoidance often manifests as overly cautious behavior, where fear of failure or rejection leads to over-preparing or avoiding risks altogether.
Some signs of protective avoidance in sales might include:
- Over-researching prospects and never actually making contact
- Constantly re-checking email drafts before sending, to avoid possible mistakes
- Avoiding larger deals or pitches for fear of potential rejection
While these protective actions may feel safe, they often lead to missed opportunities. Sales professionals need to find a balance between preparation and action, and sometimes that means taking calculated risks. Sales managers can play a pivotal role here by encouraging risk-taking in a structured way, offering feedback and reassurance to prevent protective behaviors from holding back growth.
Avoidance can be a significant barrier to success in sales. By recognizing the type of avoidance that’s impacting your behavior—whether it’s emotional, situational, or protective—you can take targeted steps to address it. Sales professionals who confront their avoidance tendencies head-on often experience personal growth, better client relationships, and increased sales outcomes. Sales managers, too, can use this understanding to provide supportive, growth-oriented environments for their teams.
By identifying and addressing avoidance patterns, you can break free from self-imposed limitations and open the door to new sales opportunities. When avoidance becomes persistent or too difficult to manage alone, consider seeking support through professional development programs or coaching. Remember, the first step to overcoming any type of avoidance is awareness—only then can you take steps toward meaningful change in your sales journey.
Below is a helpful exercise to use in your personal development journey or 1:1 sessions.
Ready to take your sales game to the next level? 🚀
Don’t miss out on more tips, insights, and strategies to boost your sales and sales leadership skills! Subscribe today and join a community of sales enthusiasts like yourself!
📩 Stay up-to-date with the latest blog posts, packed with practical advice and real-world examples that will help you close more deals and inspire your sales team. 💪
🔗 Want more valuable content? Check out the library of articles for a treasure trove of sales wisdom just waiting to be discovered. From prospecting techniques to negotiation tactics, I’ve got you covered!
👍 If you found this article helpful, give it a thumbs up and share it with your network. Help spread the word and empower others to achieve sales excellence!
Remember, success in sales starts with knowledge and continuous learning. Don’t miss out—subscribe, explore, and share today!
📢 Come along the journey! Subscribe now, explore more, and share the knowledge
Catalyst Consulting 