The Unbeatable Sales Cocktail: Confidence vs. Conviction Confidence in sales stems from thorough knowledge of your company, processes, products, and their applications. However, the actual engine that closes deals is conviction —the unshakable belief in your company's core strengths. In my sales training assignments, I frequently encounter salespeople with low conviction. This isn't due to a lack of knowledge, but to an inability to powerfully position the company's strengths and communicate why its perceived weaknesses do not diminish the core value it offers. The Confidence-Conviction Gap: A Case Study Consider a salesperson who is highly confident in their product knowledge but has low selling conviction. In the back of their mind, they harbour concerns about a company's weakness—say, a limited number of service centres. When a customer inevitably pinpoints this same weakness, the salesperson's conviction falters. They stumble, failing to pivot the conve...