Why ‘Fake It Till You Make It’ is Bad Advice in Sales (And What to Do Instead)

Sales is built on trust, but nothing erodes trust faster than inauthenticity. We’ve all heard the phrase “Fake it till you make it,” but in sales, that strategy is a recipe for failure. Clients and prospects can sense when a rep is pretending to be confident. The good news? There’s a better way. Sustainable confidence comes from preparation, skill development, and experience—not faking it.

Wordology: What Is Authenticity?

Definition: Authenticity is the quality of being real, genuine, and true to one’s character and abilities.

Derivation: The word authenticity comes from the Greek authentikos, meaning "genuine or authoritative." In sales, authenticity means building confidence through skill mastery, real experience, and honest interactions.

Why does this matter? Because authentic salespeople build trust faster and close more deals.

Why ‘Fake It Till You Make It’ Hurts Sales Reps

• Buyers see through inauthenticity: If a rep lacks real confidence, prospects pick up on the hesitation and uncertainty.
• It creates long-term insecurity: When reps rely on faking it, they never truly develop the skills needed to succeed.
• It leads to imposter syndrome: Constantly pretending to be someone they’re not results in self-doubt and burnout.

Stat to Know: Sales reps who project genuine confidence close 34% more deals than those who try to mask insecurity (Salesforce).

How to Build Real, Sustainable Confidence

1. Preparation Creates Confidence

Confidence isn’t about acting—it’s about knowing your product, market, and process inside out.

Action Step:

• Conduct daily product knowledge drills.
• Role-play common objections until responses feel natural.

Quote to Remember: "Confidence doesn’t come from pretending—it comes from preparation."

2. Master Sales Conversations Through Practice

Repetition and real-world experience make sales reps naturally more self-assured.

Action Step:

• Set up weekly mock sales calls with team feedback.
• Have reps record and analyze their own sales pitches for improvement.

Stat to Know: Reps who engage in regular role-playing exercises improve performance by 45% (Harvard Business Review).

3. Focus on Small Wins to Build Self-Assurance

Small victories add up and turn new reps into confident closers.

Action Step:

• Encourage daily micro-goals, such as securing one follow-up call.
• Celebrate early successes to reinforce confidence and motivation.

Quote to Remember: "Real confidence is built one win at a time."

Turning Insight Into Action

Sales isn’t about acting—it’s about mastery. By focusing on preparation, practice, and small wins, reps develop the kind of confidence that prospects trust and respond to.

Your Next Move

Want to help your sales reps ditch the fake confidence and build real expertise? Join my free webinar: The Hidden Secret to Onboarding Sales Superstars and discover:

• The three-step method for building authentic confidence in new sales reps.
• How to eliminate imposter syndrome and create true sales mastery.
• The proven onboarding techniques that accelerate success.

?? 1:00 PM EST, Friday, February 21, 2025 ?? Reserve Your Spot Now

Confidence isn’t about acting—it’s about being ready. Let’s build teams that close deals with certainty. ??

About Geoffrey Fullerton

Geoffrey Fullerton is a renowned sales trainer and business consultant, helping organizations transform their sales teams through strategic onboarding, leadership coaching, and performance-driven training. With a track record of elevating sales teams across multiple industries, Geoffrey’s expertise lies in crafting structured programs that build confidence, sharpen skills, and drive revenue growth.