Confidence. The Sales Aphrodisiac

It is often said that there is an “it” to sales. That is, great salespeople have a gene that others don’t. Okay, maybe it is true that Success in sales comes naturally to some and you are born with an ability that others do not possess. However, one critical trait is completely within your control to change and display: Confidence.

Chances are, however, that you are not confident by nature. Many of us aren’t for whatever reason. Oh, if only confidence came in pill form. I would buy a batch delivered to, amongst others, my oldest daughter. But, alas, confidence is a trait that you must attain and one that is hard to define, but I will give it a try…

Imagine if you knew a secret. Let’s say you knew tonight’s winning lottery numbers but could not under any circumstances tell anyone. Think about how you would feel. How you would carry yourself? Now you know what it feels like to be confident.

Side note: Let’s not overdo this lesson. Take confidence too far and you drifted into Arrogance. Don’t go there!

Okay, if you are like most people and confidence is a foreign language to you, here are a few pointers to help you fake it until you make it:

  • Stand up straight.
  • Shoulders back.
  • Eyes bright.
  • Put a slight smile on your face.
  • Speak with a tone that exudes knowledge.

I love meeting people who believe in themselves. Whether it is deserved or completely imaginary (in the case of a group of street singers I walked by recently who were absolutely horrible but sang like they were the Temptations). They have confidence. It’s the ultimate aphrodisiac. It’s completely free. It’s completely within your control. And it might just earn you some sales.

Bill Farquharson is a vice president at NAPL. His training programs can drive the sales of print reps and selling owners. Check out his Sales Resources page and contact him at (781) 934-7036 or

As a 30 year sales veteran, Bill has the perspective of a been-there, done-that sales rep in the commercial print arena. Following sales fundamentals and giving unapologetically "old school" advice, he writes and speaks in an entertaining fashion to make his points to sales people and owners who sell. "Bill Farquharson will drive your sales momentum."
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