How to Build Sales Confidence | #1 Introduction

There are certain secrets and keys to success, and here’s the good news—the door isn’t locked. The only difference is that only some are seeking the key. If you’re reading this book, however, I’m guessing you possess a growth mindset, and for people like you, I have all the keys here jingling, ready to be taught and implemented. Within these pages are the tools to get you well on your way to becoming successful future sales and business leaders. 

Most people will tell you that they ‘fell into sales’. For me, it wasn’t the case at all. I ran into sales! In my early teens, I discovered books on self-development, business, and autobiographies of successful business people, all of which inspired me to pursue business in my lifetime. When reading these business books, the successful authors often talked about the advantages of learning the sales profession and how it would teach you the power of communication, persuasion, and influencing people. So, I sought out opportunities to develop a skill set in sales while I was at university, preparing me for a career post-university. I found a door-to-door sales job persuading people to get their milk delivered, which was a commission-only role. I would spend about six hours a day invading people’s space by knocking on doors on the outskirts of London. Nothing is more personal than knocking on someone’s door while they are at home, minding their own business and then trying to sell them milk!

That quickly gave me a lesson in rejection, which is a fundamental skill in sales. You learn the hard way very quickly when knocking on doors, and most people are telling you to “get lost!”

However, I had a great mentor in the door-to-door milk sales, who taught us to mark a cross for every door we knocked on that told us “no” and to mark a tick when we had a successful outcome. That simple process taught me the power of activity. This great mentor was a fantastic guy called Greg, and his milk business was everything to him, despite milk delivery services being a dying industry. This guy had been ploughing his trade for years to create a lifestyle for himself and his family by recruiting young students like myself to knock on doors in London and convince them to get their milk delivered. He taught me early on to embrace and enjoy the ‘no’. The word ‘no’ is your best friend because the more ‘nos’ you get, the closer you get to that ‘yes’. If you only focus on getting the yes, you will often be disappointed, so you’ve got to love and enjoy hearing the golden word – ‘no!’.

It was a powerful lesson early; most of the time in sales, you hear “no, thank you. No, go away. No, not now. No, it was too expensive. No, I’m not interested”. A ‘no’ can hugely knock your confidence, but if you get a kick out of hearing the word, then it can become an enjoyable experience. 

“How do you train yourself to get a kick outta hearing no then?” I asked him.

“It’s all about mindset. You must remember that a ‘no’ is not personal; it’s not because someone doesn’t like you; it’s simply a human reaction to initially being sold to”. Said Greg

And it’s true; it could be on the door, in a retail store, on the phone, over email, over Zoom, or in person at a trade show—it’s an innate human response to respond with a ‘no’. 

So, in this door-to-door milk sales role, I was excited to practise my craft and learn to demonstrate charisma, confidence, and positive energy the moment someone opened the door (and bear in mind we were trying to convince people to get their milk delivered when 99% of the population picks theirs up at the local supermarket!). We had to develop a sales pattern that persuaded them that it was in their best interests to support their local farmer and dairy and have it delivered, just like in the old days. Greg taught me to walk away only once I had heard ‘no’ at least three times. It’s controversial because, in theory, we are taught from a young age that “no means no”, and of course, there are situations where “no” absolutely does mean “no”! But in those sales situations, it takes skill and gall to turn around and say, “well, while I’ve got you, can I just take a few minutes to explain why I’ve decided to knock on your door today?”

“No, really, it’s not a good time”.

“I appreciate what you’re saying, but we’ve got something exciting that will make a difference in how you live your life and support the local community”.

“Oh, okay, go on, you seem friendly enough!”

Bingo!

Greg taught me key skills for breaking down sales barriers, building trust, and putting people at ease. He also taught me the art of smiling, and if you ever meet me in person, you’ll know I’ve kept that one up my entire career! Even on the phone, smile because you can hear a smile.

James Ski is CEO & Founder of Sales Confidence, a company dedicated to the professional advancement of sales professionals, & author of the debut professional development book How to Build Sales Confidence.         

This is an excerpt from How to Build Sales Confidence by James Ski, the full version of which you can purchase here.