Why You’ve Been Misled About Sales: The Need for Confidence and Enthusiasm

These two traits are more important than you think.

50% off sales is the transference of confidence and enthusiasm. 

There. You can stop reading here and still have a great takeaway. 

I mean, I'd prefer you keep reading, but that's an important detail. 

Too often, I see people claiming there’s a single skill every salesperson needs. Only everyone disagrees. 

So, how do you know exactly what to focus on?

Here's what I can tell you. As a non-salesperson who happens to be in a lot of sales calls, there's no one tactic that always works. 

What I've found matters far more is the mindset you show up with. 

On a battlefield, I'm more afraid of the soldier with the right attitude. 

No winning fighter enters a ring believing they're going to lose.

Your mindset is everything, which is why I believe confidence and enthusiasm are critical in sales.      

Confidence is the Most Important Asset in Sales

Confidence is your greatest tool in sales. It’s more important than the perfect pitch or technical expertise.

When you're confident, it's because you believe in your offer. 

Right now, can you truly say you believe your offer will help anyone with the problem you target?

When an agency isn't doing well in sales calls, I can often pinpoint this as the reason. 

Look, if you had the cure for cancer, you’d be telling everyone and doing everything possible to get it into the hands of people that need it. 

If you can get anywhere close to that level of belief, you're set. You'll feel the urge to get your product or service into someone's hands because that's where it can make a difference. 

The problem is that most agencies don’t have a track record of positive results, so it’s really hard to know that the offer helps people. Without knowing that, finding confidence is hard to come to buy and has to be manufactured deliberately. 

In the Army, soldiers who want to get promoted need to stand before a board. They get dressed up in their snazziest uniform and stand before the Command Sergeant Major and First Sergeant. 

They're then grilled with questions. 

My platoon sergeant would always give them the same advice: “Say your answer with so much confidence that the Sergeant Major checks his notes.”

It was smart advice. Because when they went into that board, if they had that level of confidence, they were often promoted. 

Confidence makes you more convincing and it builds trust because want to believe that confidence isn't misplaced. 

Enthusiasm Builds Connection and Breaks Barriers

Enthusiasm creates rapport, helping to lower defenses and make connections faster.

It's like looking at a growling dog or one that can't stop wagging its tail. 

Enthusiasm makes people want to work with you.

Go back to that cure for cancer. You wouldn't be moping around with it. You'd be bouncing off walls, knowing how many people you could help. 

This is the same attitude you need in sales. If you’re genuinely enthusiastic about solving your client’s problem, they’ll be more engaged and excited to hear your solution.

Here's my 5-second strategy to bring the enthusiasm right before a call: 

Smile. 

That's it. If that doesn't work, jump around a bit, slap yourself a few times, and then smile. You'll look like a psychopath to anyone watching, so I'd recommend you do that alone. 

When you have confidence, it’s much easier for enthusiasm to follow. So figure that out, then get excited. 

Confidence and Enthusiasm Alone Aren’t Enough

Alright, because there's going to be some salesperson who comes in here saying, “There are still skills you need to master. You're setting people up for failure.”

You're right. 

If they forgot the line where I said “50% of sales is the transference of confidence and enthusiasm,” then their short term memory is fried and they're doomed anyways. 

There are loads of skills, tactics, techniques, and phrases that you can learn. All of them have strengths and weaknesses. Nothing is perfect or complete garbage. 

I’m not going to share the best skills because I don’t know them. I’m not a sales guy. I know what’s worked for me, and that’s about it. I strongly recommend you find some sales nerds to follow if you want to improve the other 50% of sales. 

When I look at an agency’s sales velocity, I often find their low-hanging fruit is around their close rate. To best solve for that problem, they have to get better at the sales. Figure out what you’re lacking and find the person or process to improve it. 

Elevate Your Sales Game with Confidence and Enthusiasm

Sales isn't just about tactics; it's about showing up with conviction. 

Start by building unwavering confidence in your offer—knowing it can truly solve your client’s problem. Then, let enthusiasm flow, as it’s your key to connection and rapport. 

Together, these two traits make you more persuasive and memorable. And yes, there’s still a place for skill-building, but confidence and enthusiasm lay the foundation. 

Embrace this mindset shift, and you’ll find that clients are more inclined to say “yes” simply because they believe in you as much as you believe in your solution.