To Sell It, You Have to Believe It! – by Anthony Iannarino

Anthony Iannarino Photograph

If you don’t believe in what you sell, you can’t sell it. Well, it’s not that you can’t sell—it’s that you simply won’t sell.

If you don’t believe that what you sell will benefit your dream clients, then you aren’t going to sell it to them. Don’t get me wrong, you might make telephone calls, spend some time trawling for leads on social media, and attending conferences and networking events. But you won’t sell anyone; you’ll pull your punches because you don’t believe.

If you don’t believe that what you sell is superior to every other offering, you won’t sell either. If you don’t believe that what you sell is worth paying more to obtain, then you will never be confident asking someone else to pay more. You might put the offering out there, but you’ll backpedal when you are asked to match or beat your competitor’s price. You’ll believe that you lose on price, and you’ll beg for the ability to discount. You’ll think you need fixed pricing.

I’ve said this to salespeople for years. They always say the same thing, “I should go sell somewhere else,” or “I should go sell something else.” But that’s not the right answer. If you are a skeptic, if you refuse to drink the Kool-Aid, if you always look for reasons why selling what you sell is difficult, I assure you that you’ll find them. Earl Nightingale used to say that if the other guy’s grass is greener than yours, it’s likely he’s taking better care of it. If you believe it’s easier across the street, you’ve got another thing coming.

The first sale you have to make is yourself. If you’re not a believer, you aren’t going to go out and proselytize others. Without believing, you won’t convert the unconverted. To sell it, you have to believe it first.


Anthony Iannarino is the President and Chief Sales Officer for SOLUTIONS Staffing, a best-in-class staffing firm, and the Director of B2B Sales Coach & Consultancy, a boutique sales coaching and consulting company where he works to help salespeople and sales organizations improve and reach their full potential.  Anthony also works as an adjunct faculty member at Capital University’s School of Management and Leadership where he teaches Personal Selling in the undergraduate program, and Persuasive Marketing and Social Media Marketing in the MBA program.  You can read his blog at

Anthony is a graduate of Capital University Law School and attended Harvard Business School, completing their OPM program in 2005, which is Harvard’s version of an Executive MBA.


Get your free Preview of Selling Fearlessly’s Chapter 1 here.