The secret to confidence in sales

Hey, this is Steli Efti with And
today, I want to talk about confidence in sales and life in general. So I had lunch
with my sales team. We have two new SDRs on the team and we are discussing how to manage
and handle objections when talking to prospects. And one of the new SDRs, she asked me, “Hey,
you’re teaching us to learn the objection management document, which is a document about
top 10 objections that people bring up and the answers to them.” And she was like,
“Well, you are teaching us to be kind of cloned monkeys versus being sales ninjas.
We just know what the answers but we really don’t understand the rationale of why this
is the perfect answer or why another answer is not a better answer.” And she was challenging
me on that practice, which was awesome. So, here was my response and I thought this
would be valuable to you guys as well. Number one, when it comes to managing objections,
if you step back, what it truly is on a very high level is there are two human beings interacting
and communicating with each other and what you’re truly trying to accomplish is a transfer
in confidence. There’s somebody that has doubts, fears, hesitations around your service,
your product, your business, whatever their objection is around, and what you’re trying
to do when you manage or address that problem, that fear is you’re trying to make a transfer
in confidence so that they believe, lessen their fear that in your confidence that this
fear is not a real problem or that what they are afraid of will never really happen. So if understand that on a high level managing
objections and interacting in life in general because a lot of times nothing else than an
exchange in clarity and confidence then you start understanding that when you are responding
in an objection, a lot of times it’s not even about how the words, the content of what
you say but it’s how you say it. Sometimes you can address an objection with something
that’s nonsensical and the other person will just totally feel comfortable with that. Somebody might ask you, “Well, what about
security? I’m really concerned about security on your platform.” And you go, “You know
what? That’s an excellent question. We have over 5,000 customers that do ten millions
of transactions on our platform. We have proven in the last three years that we’ve grown
dramatically in the market even media outlets like CNN and Bloomberg have written about
us because we know what we do. What else is on your mind right now, dear prospect?” And a lot of times, just because you answered
it with confidence, the prospect will assume, “Oh, I guess my objection was being handled.”
Now mind you, I’ve said nothing about fucking security and I’m not saying that that’s
the way you should address that objection but I just want to make an example that you
can say the right words. If you say them with hesitation, if you say them with fear, if
you say them with doubt, you’re not going to manage the underlying kernel of the objection
which is always an emotion. That emotion is always disempowering on their end, something
that makes them doubt like clarity, be fearful of making a bad choice. Now, having said all that, the SDR told me,
“All right. That all makes sense, Steli. But if it’s about confidence, how do you
get confident?” Because the rationale of the objection management document is to learn
to address any of the top 10 objections in a sentence or two. And the reason why we want
people to learn to do that is because if you know how to answer something in one or two
sentences, you are able to answer it while maintaining eye contact if it’s in person
or while maintaining a certain level of energy in your voice because you are not up there
in your head trying to compute the answer and oh-ing and going, “Ah well”, “Ah,
that’s a great question” and you’re not going to be speaking for way too long
because you’re coming up with what you want to say along the way. You’re not going to be reliant on your mood.
If you’re in a great state, you’re going to give great answers. If you’re in a shitty
state, you’re going to give shitty answers. You have a certain level of benchmark of professionalism
and you’re able to answer and manage any objection in one or two sentences which in
itself will communicate confidence. So – but then she asked, “Well, what’s
a secret of confidence in general?” And that uncovered an interesting point because
I hadn’t really thought about that before. But here is my answer. I think the secret to confidence is failure
and success. I think people that are only successful, and success is important for confidence
because success is the feedback loop that tells you that you are capable of something
that you have expertise and skill and that you’re able to accomplish something. That’s
incredibly important for confidence. If you don’t have success, if you’ve never experienced
success, you can’t be successful or you can’t be confident at all. So you need success for confidence. But success
is only the first building block. If you all you’ve experienced in life has been success,
if everything you’ve done in life have always been right, you can only get so confident.
You can only get to a certain level of confidence because you’re lacking the depth of character
of knowing your true strength because the moment something gets hard, you’re going
to get really, really rattled by that because you’re not used to hard. You’re not used
to doubt. You’re not used to being punched in the face and falling down. You’re not
used to that kind of adversity. So when you face it, you’re going to struggle. So if the first building block of confidence
is success, the second one is failure. And failure is so important. Going through really
hard times, facing real massive challenges is so important to confidence because those
are the moments where you truly learn about yourself, what you’re made of, and what
you are able to overcome. If you go through really hard times and you still make it up
again and you still move forward and you still succeed and you overcome it that builds a
level of confidence. It’s just at a different level. So when you talk to people that are the most
confident people on this planet, those are usually people that went through a lot of
success and a lot of failure through some really fucking insanely hard times, way harder
than anything that you’ve ever accomplished. So if you’re able to do both, if you’re
an individual that has gone through success and failure, if you’re able to make both
parts part of your life, if you went through some real shit, chances are and odds are that
you are a much more confident person. And that confidence comes from a much more grounded
and rooted place. If everything I’ve done was always a success,
it’s very shaky. It’s not very deeply rooted. Because the moment I’m going to
get challenged, I’m not going to have any reference to be able to point to on how I’m
going to deal with this because I’ve never faced that kind of a situation before. But
if I went through some real shit, some real heart-crushing, soul-crushing challenges and
I survived and I made it, when things get bad, I’m much more deeply rooted and my
confidence comes from a different place, from a place of knowing that I will succeed and
I can overcome this no matter how hard it is at this very moment. So there you go. That’s that secret to confidence
in life and in sales, success and failure. You need both and both together make up for
somebody that has a tremendous amount of confidence. Now, I hope this was useful. I’m wondering
what your thoughts are, what your examples are, what your feedback is on this. So make
sure to comment, make sure to tweet at me @Steli and let me know your thoughts and share
experiences in confidence in sales. And make sure to subscribe to to get
these blog updates moving forward automatically in your inbox. All right. Let’s all go out there and create
more success and create more challenges and failures, create more value and build up our
confidence and our clarity because I’m more confident and clear – a world full of confident
and clear people will be a better world at the end of the day. All right. Go get them.

23 thoughts on “The secret to confidence in sales

  1. As a born Greek with failures and successes you had in your life (remember fatherless at a young age, kicked out of one family branch with your mother and 2 brothers) you should go back to Greece and do for prime minister. Your level of charisma is so much greater than friendly looking Alexis Tsipras but not very successful politician. I am still so angry on Goldman Sachs for having lured your birth country in such a crisis. Congratulations on your excellent video that is so inspiring.

  2. Men, you're really inspiring. You remember me to a young Tonny Robbins. Burst this YT channel, people need to hear this, sure it will be key for your PR strat. Cheers

  3. you boosted my confidence just by listening to you – thank you – you have great charisma and you keep it real

  4. Thank you for your helpful videos, i learnt a lot from you as salesman beginner and i'm looking to learn more ! thank you

  5. Too me you just described a person who challenges themselves to live on the edge of their comfort zone……………or outside of it.  to become comfortable in challenge brings new skills rather then sitting back, coasting, or hiding from life…..

  6. Hahaha…your speech is frankly meaningful with sense & helps in my IT business lot to drive good sale ..☝☝keep posting other, various videos..

  7. Helpful video.. Im used to both success and failure alot..went through many real shit.. and can't wait to get my confidence back soon now. But for me confidence comes by knowing everything that is to know about the client.

  8. Really great message and way to stay on topic throughout the entire pitch! Just shared with my entire sales team.

  9. Totally makes sense. I agree 100%. I would also add that confidence comes from repetition of practicing a proven system that works in most sales situations. Developing that took some years of practice. I am a big believer in writing down how each sales encounter went down and the important parts of the sales cycle for a lost or won sale. The helped build up my confidence a ton. just my 2 cents.

  10. im very happy to have found you online. Great content! im off to make my first cold call 🙂

  11. So true. Confidence from success only lasts so long, till you get the shit kicked out of you and you eat humble pie. It's about how you practice, and grow from failure that makes you go to the next level. Lose everything? How are you going to handle that situation? Overtime, the success from winning though after those failures becomes embedded and you can remain a champion or get back up faster than ever….

  12. Your energy is contagious. Thank you for the valuable content!

  13. The is one of the best videos I have watched on sales in a long time. I have been beating myself up mentally when I make a mistake or fail on a sales call…..but your point that this is part of the process of becoming great at sales really hit home…there are no short cuts to success. Thank you

    PS- Do you have a video have to successfully plan your Sales Day, Week and Month.. Need help with improving call planning……..

  14. I really like this training because I've been there. I've learned a lot by having faced tremendous failure, upset, and disappointment. When you're in the thick of things, just knowing that you'll come out the other side more confident makes it all worth it. Don't get me wrong, I've had a lot of successes too and am very grateful and thankful for both.

  15. For success i need confidence and for confidence i need both failure and success.
    So how to get success without confidence since if I haven't had any yet?

Leave a Reply

Your email address will not be published. Required fields are marked *