The 3 Elements of Sales Confidence & Why You Need It

You need to work on your self-confidence! This is a phrase that my coaching clients tell me they hear all the time from their friends, family, and coworkers. Self-confidence is simply trusting in one’s abilities and judgment. And yes, this is important. However, in sales, we need more. We need Sales Confidence. This is a very different beast and should be treated as such.

Sales Confidence is comprised of three primary elements. The first is self-confidence. People buy from those they like, know, and trust. The thing that salespeople often overlook is the fact if they don’t like, know, and trust themselves, they will have a very hard time consistently selling anything to anyone. When is the last time that you have asked yourself those three questions? Do I like, know, and really trust myself?

The second element is sales knowledge. Salespeople who have a firm understanding of themselves, their company, and their product or service will have much more sales success than those who do not. One way to measure your sales knowledge is if you are able to explain what you do to a third grader and they understand it, then you have a good grasp of it yourself.

The third element is sales delivery. This is the number one pitfall for most salespeople. Mastering the elegance and timing of sales delivery is a must. No matter if you are conducting a sales meeting or a demonstration these elements can make or break your deal. Rambling on, avoiding questions rather than answering them, and that dreaded look of “deer in headlights” does not build trust with prospects.

When you fully develop your sales confidence, you will have more opportunities than you ever thought possible. Sales confidence has become even more important with the increase of digital meetings. Prospects have less and less time and salespeople have to connect immediately in order to advance deals. Keep in mind, this is a process and must be practiced and exercised regularly to stay in shape. Over time, these things will feel like second nature and you will be able to reap the rewards.

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