How Important is Confidence in Sales

It should come as no surprise that one of the most important traits a salesperson can have is to be confident.

But why?

What’s so very vital about confidence as a trait of a talented and successful salesperson?

First, there is a vast difference between being confident and being arrogant. Arrogance is signified by the need for external validation and acceptance – truly, it is a sign of low self-esteem. Confidence is signified by a healthy sense of self-worth, without relying on external anything. Arrogance will turn customers off, while confidence will bring them in.

Where confidence really becomes key is in the product or service offered for sale.

When you truly believe in what you are representing and selling, it translates easily to the prospect. Often, that confidence alone will create excitement about the offer to even a mismatched prospect. When you sell with confidence, you create trust, because you are believable. And we know that trust is the key to the sales kingdom.


Even if you’re not blessed with innate confidence, you can take these few steps to become more confident:

  1. Know and trust your company. If you can’t trust the company you represent (whether it be your own or your boss’s), you won’t be able to sell effectively. Trusting that your employer has your back and will provide anything necessary to facilitate your growth as a sales professional will enable you to feel secure when selling.
  2. Know your product or service, inside and out. Many people who start out in sales don’t go out of their way to know every single small detail of the product or service they are selling. This is imperative to a confident sales approach, as your lack of knowledge will create subconscious fear in you when selling, and that will be noticeable.
  3. Know your audience. Along with knowing your product or service, you must also study the details of who the perfect buyer for that product or service is. The more detail you can know about your ideal prospect, the deeper your understanding about their want or need to purchase. And when you do this, you can address confidently any of the prospect’s fears or reluctance when making the buying decision.


Never take confidence for granted.

Do the things that you know will build and maintain that confidence, and you’ll see the difference in your sales numbers. The level of confidence you have going into a sale, whether it is a call or a meeting will determine the level of success you achieve during.

Confidence is a mindset. It’s something that we do not something that we are. It’s a way of thinking. That means that it’s something that everyone can learn.


Here are five ways you can work on building your confidence:

1. Record your successes (ask for client testimonials, Collecting client testimonials will also strengthen your beliefs about the value that your products, services or solutions provide to your clients). Make a list of your successes at the end of each week, so whenever you are doubting yourself take a look at your list as a reminder of what you know you can achieve.

2. Set your day up with gratitude. Gratitude involves giving thanks for the good things in your life. When the day is started in a mindset of gratitude or of giving to others, it can help us with a clear mind and feeling better of ourselves. With a calm and open mind, happiness and focus flows easier reminding us of all the blessings in our lives; rather than getting caught up in the daily grind and sweating the small stuff.

3. Associate only with positive people. “You need to associate with people that inspire you, people that challenge you to rise higher, people that make you better. Don’t waste your valuable time with people that are not adding to your growth. Your destiny is too important.” Joel Osteen. If you are surrounded by negative people, you need to learn to ‘switch off’ and remain focused on your ultimate goal, growing and remaining confident.

4. Set weekly goals you know you can achieve early in the week. Why weekly? Because a week is a long enough time to accomplish a number of tasks, and a short enough time to notice where you are executing well, and most importantly, where you are not. A weekly review lets you catch your procrastination, inertia, bad habits and all the distractions and details that sabotage your best intentions. If something is off-track you can identify it and bring it back on track.

5. View each situation as a learning opportunity. Things don’t always go as planned, that’s okay, that’s life. The key here is to learn, evaluate and learn from it as quickly as possible and move on



“We are what we think about most”


If we think we are frightened then we are frightened; if we think we are weak then we are weak; if we think we are strong and confident then we are strong and confident.

Only you can decide how you want to be and how you want to feel.