“2 Ways to Instill Confidence in Yourself” – By Doug Rice

A sales person cannot effectively sell without a high level of confidence. It takes a great amount of mental and emotional strength to become comfortable asking for a sale. People who are new to sales may have difficulty with this area more than any other. How do you present yourself confidently, with the poise and dogged certainty it takes to win someone over? If this question can be answered adequately, then the rest are just details. So, how do you strengthen that backbone of yours? As far as I can tell, there are two ways:

#1. Stop Caring

At first glance, this method may seem counter-intuitive, so let me explain. When you are in a sales position, there can be a high level of emotional involvement. If you are heavily invested in what you are selling, you can become nervous. Worried that you’ll say something stupid. Worried that you will be personally rejected. Worried that you will lose your commission. Worried. Caring is risky. If you emotionally detach yourself from selling, you will be enabled to sell without feeling nervous about the process or outcome.

So, you can stop caring so much and just do your job. Follow the scripts, handle the objections, ask for the sale. If you are rejected, it’s no big deal because you are not identifying yourself with the rejection. Detach yourself from your pitch and confidence will be as easy as pounding a hammer. Just follow the sales process. No stress. Just mindless, routine, grunt work. Stop caring and you won’t be so nervous. Stop caring and your indifference will come across to prospects as confidence in what you’re doing.

#2. Care Deeply

The method at the other end of the spectrum is to care deeply. If you truly believe in yourself, your product, and your company, you will not be able to emotionally detach yourself. That’s like a kid saying he believes in Santa Claus but isn’t really all that excited about Christmas. To instill confidence in yourself, be passionate about the outcome of your sales activity. I’m not necessarily talking about worrying whether or not you’ll be rejected or whether or not you’ll get your commission; those things are selfish in nature. No, I’m talking about something else entirely. If you truly believe in what you’re selling, you’ll be convinced that your prospect will be at a severe disadvantage if they do not buy it. You must care deeply about your prospect.

So, care deeply. Be absolutely insistent that your prospect buy from you, not because you need the sale, but because you are firmly convinced that your prospect needs the product. To sell others, you must first sell yourself. Truly believe in what you are selling, and your conscience will not let you back down. You will be compelled to ask for the sale; it will be as natural as breathing. Your high level of emotional involvement, in this case, will work in your favor. If you are nervous, it is simply because you have not yet sold yourself. Sell yourself, and you’ll be able to sell others. Care deeply about your offering, and your prospects will respond in kind.

So, which of these two methods is best? Both are effective in creating the confidence necessary for you to ask for the sale. But only one, I believe, will enable you to actually get the sale. Method #2, caring deeply, is the only way to spur others toward action. Sure, if you are indifferent to the outcome of your pitch and if you are simply trying to become more comfortable in your sales job, by all means, stop caring. But if you do care about the outcome, if you do want the sale, and if you do desire to have a successful career, you must care deeply. Enthusiasm, so long as it is authentic and well-intentioned, is and will always be more effective than apathy.

What’s your approach? How do you build confidence in yourself? Are you emotionally detached from your sales behavior or do you care deeply about the outcome? Being confident enough to ask for the sale is a start. But if you actually want people to buy, you’ve got to be genuinely concerned with how the prospect responds.


Doug Rice