Welcome to Darren Daly on demand, your most trusted resource to help you become better every day.

Here's your success mentor, Darren Hardy.

Welcome back. So yesterday we started our discussion on the foundation for selling success.

In our first session, we detailed your actual job description.

Number one, help them decide. Number two, make a connection. Number three, qualify and sort.

Now, let's talk about the next foundation point in selling success. I call this the three

Cs in positioning. Confidence, not convincing, and control. Let's cover them one at a time.

The first C is confidence. Everything in sales is a game of confidence. Whoever is more confident

about their position is the person who will influence the other. Confidence wins every time.

Either you are more confident in how your product or service can solve their dire

problem or satisfy their great need, or they are more confident that it can't. The one with the

most confidence about their position will end up converting the other. Now, you don't even need

to be confident in yourself. It most certainly helps, but it is not necessary.

I have seen typically shy or timid people.

Sell the hell out of a movie they loved.

I had to go see, they said, or a book that they were crazy about.

Or a face cream that is simply, oh, amazing, they said.

Or a pair of shoes that I quote, cannot live another day without.

Or a type of mayonnaise made from avocados, not canola oil.

That is, quote, unquote, a game changer, et cetera.

What you have to be confident in is the product or service that you are selling.

You have to believe in what you are saying wholeheartedly. You cannot be

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