Personally I find it impossible to sell something if I don’t believe in it. This lack of belief can be about a product doing what it promises, or the quality of the product, or the value for money and so forth. Any good sales person will need absolute belief in the product they are selling and if they don’t it will show.
When hiring a sales person, if most of their questions relate to the product being sold, the quality control processes, the after sales service offered by the business, I know they are professionals and they know what they are doing. If all they want to know about is when they get paid and what time is lunch, I generally get a clear picture of their ability and their integrity in the sales world.
If you have doubts about a product or service that you are charged with selling, you need to resolve these doubts very quickly. Customers can tell if you are trying to sell something that you don’t believe in. Sales will drop in your business if your sales people lose faith in your products and it can become a rapid downward spiral.
One of the best ways to build confidence in your products is to talk to happy customers. If you spend time talking to existing customers about what they like (and don’t like) about what you sell, or your business as whole, your confidence will grow. If there is more bad news than good news, well you certainly want to know about that so that you can do something about it el pronto.
The moral to the story is that if you want to sell more of anything – sell something that you believe in. If you own the business and you don’t have confidence in what you sell, fix it and fix it fast.