How do I believe in what I’m selling?

Conviction closes deals. There’s no question about it. In fact, when you get down to brass tacks with buyers, the stats say they’re buying confidence in an outcome much more than they’re buying a product.

That means we have to believe in order to sell successfully. Conviction breeds conviction, etc. That’s easier said than done, right? It’s hard to authentically get to a place where you believe with your entire heart that your product is the only option, and any competitor of yours will be a disaster. If that’s actually the case, then stop reading this right now because you already have a product you believe in.

The truth is that we’re rarely in that black and white of a situation, and presenting competitive options as “green checkmarks with us and red x’s with them” doesn’t instill confidence for buyers because it doesn’t align to reality.

If you don’t believe in your product that way… then you’re already exercising empathy because your buyers don’t believe in your product in that way either!

Instead, belief comes from controlling what you can control. Don’t cast doubt on your competitors, explore the real difficulties of the project. Remember, our buyers want confidence in an outcome. If you can truly understand your buyer’s journey, then you can architect a surefire plan to get them from their current state to a better future state.

That’s the birth of empathetic confidence. That’s the genesis of belief.

Once you and your buyer have built a plan together that you both believe in, you don’t have to sell anything. You just get to win together.