How to Overcome Fear & Win in Sales with Evgeniy Kharam

Sales can be intimidating, whether you’re in cybersecurity, tech, or any other industry. In this episode of Conversations with Rich Bennett, I sit down with Evgeniy Kharam, a cybersecurity consultant, speaker, and author of Architecting Success: The Art of Soft Skills in Technical Sales. We discuss how to overcome fear in sales, the power of research, and why soft skills are more important than ever. If you're looking to build confidence, improve your communication, and close more deals, this conversation is for you.

Overcoming Fear in Sales & Public Speaking

Fear holds many people back in sales—whether it’s cold calling, presenting to a room, or handling objections. But as Evgeniy Kharam explains, fear can actually be transformed into a competitive advantage.

"There is no bad or good in fear," Evgeniy points out. "Fear just means something is happening. If you can recognize it and reframe it as excitement, you’ll improve your performance instead of letting it hold you back."

By understanding that fear is simply a reaction to uncertainty, sales professionals can use breathing techniques, visualization, and preparation to build confidence. Instead of panicking before a big presentation, shift your mindset: You’re not scared—you’re excited for a new opportunity.

The Role of Research in Sales Success

Sales isn't just about persuasion; it’s about understanding your customer’s needs before you even make contact. The days of walking into a meeting unprepared are long gone. Thanks to AI, LinkedIn, and industry forums, buyers are more informed than ever—and salespeople need to match that level of knowledge.

"If you're reaching out to someone, you need to know what they care about, what their pain points are, and who their competitors are," Evgeniy explains. "Good salespeople don’t sell—they solve problems."

By taking the time to research a prospect’s company, past interactions, and industry trends, sales professionals can position themselves as trusted advisors rather than pushy sellers. That trust ultimately leads to better engagement and higher close rates.

Why Soft Skills Matter More Than Ever

In technical sales—especially in industries like cybersecurity—many professionals focus heavily on product knowledge. But Evgeniy argues that soft skills, like communication, storytelling, and emotional intelligence, are just as important as technical expertise.

"Sales engineers used to just give demos and let salespeople do the closing," Evgeniy notes. "But today, customers expect deeper conversations. They want to know how solutions will fit into their specific needs."

Building relationships, simplifying complex topics, and making meaningful connections set top performers apart. Whether you’re selling software, security solutions, or consulting services, the ability to listen, adapt, and connect with prospects is key to long-term success.

Conclusion

Fear, lack of preparation, and weak communication can all limit a salesperson’s success. But as Evgeniy Kharam emphasizes, these challenges can be overcome. By reframing fear, doing thorough research, and improving soft skills, sales professionals can close more deals and build stronger relationships.

If you’re looking to level up your sales game, start by practicing confidence-building techniques, researching your prospects, and focusing on human connection. Want to dive deeper? Check out Architecting Success: The Art of Soft Skills in Technical Sales for more insights from Evgeniy.