If you don’t believe in what you’re selling, why should anyone else? Confidence is the not-so-secret ingredient that separates the top salespeople from the ones still nervously refreshing their inbox, hoping for a bite. Whether you’re pitching a groundbreaking product, a game-changing service, or even just an idea, confidence makes people trust you—and more importantly, buy from you. However, confidence is often misplaced as cockiness, and that can backfire, so let me clarify this and highlight that the confidence you want is in your product/service, not so much in you.
35 years ago, I was sitting in a Saturn dealership (remember those?) chatting with a salesperson who was extremely confident. Power hair, power tie, power steering as the saying goes. His self confidence was sky high, but I could tell he wasn’t sold on the Saturn brand. That didn’t make me want to buy one. A few weeks later I saw him in traffic driving a BMW. Make the dominant confidence about what you sell, not who you are. This isn’t about your ego.
OK, so you might have the best product in the world, but if you sound like you’re asking permission to sell it, your customers will pick up on that hesitation. People aren’t just buying a product; they’re buying a solution. They want to know that what you’re offering will solve their problem, make their life easier, or (let’s be honest) make them look good. And who better to assure them of that than you?
How to Sound Like You Own the Place (Even If You Don’t)
- Know Your Product Inside and Out – Confidence comes from knowledge. If you can answer any question thrown at you without breaking a sweat, customers will take you seriously. That DOES NOT MEAN you push all this info on them. Wait for them to ask, or get them to ask.
- Talk Benefits, Not Just Features – No one cares that your blender has five speeds. They care that it can obliterate ice cubes into the smoothest margarita mix they’ve ever seen. A feature is just detail. A benefit speaks to the end result(s).
- Fake It Till You Make It – Even if you’re still getting your footing, act like you’ve closed a hundred deals before. People mirror energy—give them enthusiasm, and they’ll feel excited to buy. I recently told a new business owner that their first client should have no idea they are a first client. Lean on your product, your company, your colleagues to learn the lingo and create the veneer of experience.
- Embrace Rejection Like a Pro – Not every pitch will land, and that’s okay. The best salespeople shake it off and move on to the next potential win. If you come off as desperate, clients will assume there is a catch. Detachment from the outcome is a fundamental principle of sales success.
- Show the Passion – If you’re genuinely excited about what you’re selling, it’s contagious. People want to buy from someone who loves their own product. Share that. More importantly, share the “why” behind it. Where does that passion come from? My plumber is so darn passionate about plumbing (specifically plumbing done correctly) that he’s always sharing things and teaching me. That gives me confidence that the solution he recommends comes from the right place. I’d even pay more for that level of passion (God, I hope he isn’t a subscriber to this email)
Sales isn’t about having the right words—it’s about having the right energy. If you approach every pitch like you’re offering something valuable (because you are!), that belief will translate to your customers. So, stand tall, speak with conviction, and sell it like you mean it. I’ll add that this is also true with prospecting. If you really feel like you have value to offer in a meeting/appointment, people are far more likely to want to meet with you.
And remember: If you wouldn’t buy from you, why should anyone else?