How to sell with confidence

The importance of confidence in sales can’t be understated. You can know everything about your product and possess significant experience in the field, but if potential buyers don’t perceive you as confident, you’ll never succeed. You can offer all the discounts in the world on the amazing features of your product, but if a buyer doesn’t sense your self-assurance and feel comfortable around you, they’re not going to make a purchase.

A large part of being successful in sales is developing sales confidence. Selling with confidence doesn’t mean that you feel 100% confident all the time – no one does. Rather, selling with confidence is immediately putting a customer at ease and talking to them with conviction and sincerity. This is not a skill people are always born with, but it is one you can continuously refine and improve.

There are several proven ways to build confidence in sales. If you can adapt these strategies into your career, you’ll achieve massive success.

Nonverbal communication

People judge you within seconds of meeting you. It’s just a fact. The first impression you make on potential buyers is entirely through your nonverbal communication. How are you approaching them? Are you shuffling to them? Do you stand to the side, with your arms folded across your chest? This posture makes you appear closed off and unapproachable. Are you looking at the floor, or out a window, instead of making solid eye contact? A buyer will see this behavior and decide you’re flaky. And you haven’t even started talking yet.  

Your body language sends a silent message to everyone you communicate with. You want to appear knowledgeable and trustworthy to customers – after all, you want them to buy something from you. Stand up straight and curb any nervous habits you may have. Fidgeting makes you appear nervous; you want to look calm and collected. Consider the person you are addressing. You can mirror them by using similar body language; this deepens your connection to the person and often leads them to a more favorable response. All these are important elements of posture, but don’t forget physical feedback. Nodding and smiling, when appropriate, shows the customer that you’re listening and allows you to build further rapport.

Change your state

As you’re researching building sales confidence, take stock of your current state. When you think about making a sale, how do you feel? Are you nervous? Does it make you excited? If you are operating in a state of nervousness or uncertainty when it comes to securing sales, you’ll be alerting potential customers to your mindset, and they will go elsewhere. You want to train yourself to be comfortable and relaxed when making sales.

What would happen if you were truly confident? Would more customers be persuaded to make a purchase? Would you feel more comfortable talking to people you don’t know?

Todd Herman, who was a guest on The Tony Robbins Podcast, is an expert in helping people adapt to challenging situations. His secret? He tells people to develop an alter ego. This isn’t a Jekyll and Hyde situation; it’s allowing yourself to step into a different persona to achieve your goals. For example, you may lack confidence when making sales. What if an alternative version of you was the best salesperson at your company? Think about what it would feel like to be that person. How do they talk? What kind of words do they choose? Notice their body language and sense of self. What changes would you make to your own posture and language to walk like them and sound like them? Once you know how to create an alter ego that serves your mission – making sales – you can channel this person whenever you need.

Understand your customer

sales confidence tips

Many salespeople out there are not as extraordinarily talented as you think – they’ve just figured out how to read their customers and react to their needs. Ultimately, this helps them achieve their goals. Each and every person has a different set of metaprograms, or mental processes that guide their experiences through life. Your metaprogram – there are seven of them – determines how you see the world and what you pay attention to and ignore.

For instance, does someone have an external or internal frame of reference? If someone has an external frame of reference, they turn to sources outside themselves to validate their decisions. If they have an internal frame of reference, they’re more fulfilled knowing privately that they made the correct choice – they don’t need the approval of others. If you’re selling a product to someone with an external frame of reference, you’d tell them statistics about how many other people have purchased the product or provide positive customer testimonials for them to look through. If you can decipher which metaprogram someone uses, or which one is most important to them, you can more easily influence their decisions, building a customized pitch that will result in better sales. This will expedite the sales process and enable you to gain confidence in sales along the way.

Improve your business by following these strategies

Gaining sales confidence is a process – it doesn’t happen overnight. But using these impactful strategies and learning to better communicate with potential and existing customers will lead to great success.

Ready to exceed your sales goals?

Exude unmatched sales confidence and achieve massive success with Tony Robbins’ Mastering Influence 10-day program.