Selling Yourself: The Power of Conviction

The adjective "enthusiastic" is frequently used to describe the ideal mindset of a salesperson in classic sales literature. Although the term may be less trendy these days, the essence of this "old school" ideology is still relevant, if not more so, today. So let’s try to put this timeless lessons into language that is appropriate for today.

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In the arena of modern sales, the value of conviction is often overshadowed by other skills and strategies. Yet there is a simple rule of thumb: If you want to convince others of your product or service, you must have an unshakable belief in it yourself. If your sales are stalling or you're facing roadblocks, chances are you're not entirely sold on your offering.

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Simply understanding the features of your product is not the goal, it’s just the starting point. You must be convinced of the value of your product or service. This self-conviction is the foundation on which your sales pitch stands; without it, even the best presentation collapses. Selling to yourself is the most important deal you'll ever close.

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I have seen many salespeople who are technically proficient, but not convinced of what they are offering. This lack of firm belief inevitably leads to inconsistent performance. You must develop an unshakable belief that your offering is not only good, but the absolute best for your customers. This belief can come not only from the technical capabilities of your product, but also from your unwavering commitment to customer service and customer support.

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It is this deep confidence in the superiority of your offering that enables you to set premium prices and win over your customers, even when the competition is fierce.

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A sale isn't just a transaction, but the transfer of conviction. Competition is not about who has the better product, but rather who believes more in the value of their offering. If you want to be successful in sales, you can't give an inch on this issue. You must be so convinced of what you're selling that it borders on fanaticism! You have to be so convinced that it's contagious. I'm not saying you should brag about the awesomeness of the product, but you should believe in it wholeheartedly. Don't give anyone the slightest chance to even think of competing with you.

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And you don’t have to lose touch with reality. It's about believing so strongly in your product or idea that all other possibilities fade into the background. It's about being so confident in your product that, in the event of an unfortunate product failure, you and your team will go out of their way to help the customer.

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During my sales career, I have often traded products that were more expensive than those of my competitors. My unshakable belief in the unparalleled quality of my products and services allowed me to charge higher prices. The opinion of others didn't count; what really mattered was my own conviction. But I never asked a customer to pay a price that was not justified by the high quality of the products and services.

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In summary, the key to a successful sales is to convince yourself of your product or service. This unshakable belief, this deep conviction, is the catalyst that transforms possibilities into reality. It is not a matter of being prone to irrationality, but of developing a conviction so strong that it overshadows all doubts and renders the competition irrelevant. Every interaction, every sale, hinges on this fundamental principle – if you’re not convinced, neither will your customer be. So dive deep, find that conviction, and let it be the beacon that leads you to unimagined heights on your sales journey.

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