"Confidence is a salesperson's biggest asset," says Samuel Manfer in his book, Take Me to Your Sales Leader$ (ALMERSA Publishing, 2003). "If you're confident, you exude confidence."

In the book, Manfer explains that there are three ways to become confident. He uses golf superstar Tiger Woods as an example.

1. Learn what you have to do. Just because you've been in sales for a number of years doesn't mean you are finished learning the trade. Accomplished sales leaders never stop learning. "Tiger Woods has learned and continues to learn his trade," says Manfer. "Nobody practices as much as he does." Advice: Take a sales course. Learn a new sales skill. Listen to selling tapes in your car.
 

2. Prepare for the situation. Do your homework. Know your product, your service and your clients' needs and wants. Know the decision makers and what makes them tick. As Manfer says: “Tiger prepares for events. He walks the course with his caddie and practices shots he feels will come into play because of the condition of the course.” You, too, can prepare by walking the course. Run through your presentation ahead of time, try to get the feel of the room you will be speaking in, prepare answers to questions that you know will be asked.
 

3. Prepare yourself. "Tiger prepares mentally and physically," explains Manfer. "One attribute of his success is his ability to prepare mentally. He uses a good deal of eastern cultural mental preparation." You also can prepare mentally by taking deep breaths and visualizing a successful meeting and a successful outcome. Also, don't underestimate the importance of a good night's sleep.

60 Seconds: Set aside one hour each day to prepare for your next day's sales calls. Prepare answers to anticipated questions, drive to the appointment site (unless you've been there before) and do a run-through of your presentation. Role-play with a co-worker, if possible.
 

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What others have said about Sam:

"Before working with Sam 30% of my people made President's Club. After Sam's training and coaching 70% of my people went to President's Club."

Deborah Surrette, EVP Sales WorldCom

"Sam put in a process that helped reduce bid and proposal cost 30%, increased win rates from 33% to 83% and doubled sales in one year."

Dan Ozley, VP Satellite Systems

Lockheed Martin Telecommunications
 

"Using what Sam taught us, increased our hit ratio from 38% to 68%."

Bill Bowden, Sales Training Manager, Fisher Rosemount Division of Emerson.