Why Confidence is So Important in Your Sales Process

By Jeff Shore

​Question: What does success look like? What do successful people do?

Answer: For one thing, successful people are confident!

I think confidence is one of the most under-appreciated, underrated skill sets of great professionals. This is particularly true for you as a sales professional. That’s because, in the sales process, you need to have enough confidence for you and for your customer.

Many customers approach the purchase process lacking confidence. It’s unfamiliar “turf” for them.

That’s why your confidence is so important. Your customer actually gains confidence through their interaction with you.

Now you may ask, “How do I raise my level of confidence?”

Trust me… It’s not by willing yourself to more confidence. It’s not about looking in the mirror and repeating various motivational affirmations (which make you feel silly anyway).

Confidence is bringing two things together: Belief & Mastery

When I believe very strongly in what I’m doing and why I’m doing it, and I have mastered the accompanying skill set, the corresponding result is confidence.

Think about something in your sales presentation that you’re currently comfortable with. Maybe it’s an objection you can address and overcome or a specific value point that always resonates with your customers. I’ll bet you can’t wait to get to that part of your presentation.

Why? Because, you know you do it really well. You’re confident!

You believe in what you’re saying and you have mastery over it.

I’d also suggest, if you want to raise your level of confidence, don’t think about your entire sales presentation. Simply pick one area of your presentation and ask how you can increase your confidence there.

Ask yourself, “What do I need to work on with this topic?” Is it your belief or your mastery?

Hint: If your belief isn’t solid then the mastery or the technique isn’t going to mean anything.

So, start with belief! Make sure you believe in yourself, in the value that you bring, and in the reasons you’re doing this in the first place.

When your belief is strong, then you can move on to mastery.

Collectively belief and mastery brings confidence, and confidence is a crucial key to success.

It’s also the first step in changing your customer’s world.

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About the Author: Jeff Shore

Jeff Shore

Jeff Shore is the Founder and President of Shore Consulting, Inc. a company specializing in field-tested and proven consumer psychology-based sales training programs.

Jeff is a top-selling author, host of the popular sales podcast, The Buyer’s Mind, and an award-winning keynote speaker. He holds the prestigious Certified Speaking Professional designation from the National Speakers Association and is a member of the NSA’s exclusive Million Dollar Speaker’s Group.

With over 30 years of real-world, frontline experience, Jeff’s advanced sales strategies spring from extensive research into the psychology of buying and selling. He teaches salespeople how to climb inside the mind of their customers to sell the way their buyers want to buy. Using these modern, game-changing techniques, Jeff Shore’s clients generated over $30 billion in sales last year.