If you don’t believe your product or solution is the right choice for your dream client, you don’t stand a chance of persuading him that it is. If you don’t believe that you provide more value than your competitors, that you’re the best choice your dream client can make, then why should he believe it? 

To excel at sales, you have to be sold on two things: First, you need to be totally sold on what you sell. You must believe wholeheartedly in your product or solution. Second, you need to be totally sold on yourself. If you walk around carrying fear and doubt about your ability to deliver, then your dream client will pick up on that and feel the same.

There are some sociopaths out there, who have the ability to persuade others even when they are not persuaded themselves. They are slicks, con men, snake oil salesmen. You don’t have to be any of those things to be completely sold on what you sell and on your ability to deliver for your dream client.

You don’t have to believe that what you sell is perfect. You don’t have to believe that you are not going to face the same challenges everyone else in your industry faces. What you do have to believe is that you and your team are better prepared to help your dream clients deal with their challenges than anyone else on Earth. And you have to be committed to delivering on your promises.

If you’re completely sold on what you sell and your ability to deliver on your promises, your dream clients will be completely sold on you—plain and simple. But if you aren’t yet persuaded, then you can’t expect them to be.

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S. Anthony Iannarino is the managing director of B2B Sales Coach & Consultancy, a boutique sales coaching and consulting company, and an adjunct faculty member at Capital University’s School of Management and Leadership. For more information, go http://thesalesblog.com/s-anthony-iannarino/.