Essential Reading! Get my first book: The Only Sale Guide You’ll Ever Need “The USA Today bestseller by the star sales speaker and author of The Sales Blog that reveals how all salespeople can attain huge sales success through strategies backed by extensive research and experience.” Buy Now One thing about sales people is almost universally true: They won’t sell something they don’t believe in.I’ve seen sales organizations and salespeople absolutely refuse to sell because the product they were being asked to sell would damage their customers. They knew that by damaging their customers they would damage the long-term relationships they worked so hard to build. And they were right. They would’ve violated their client’s trust and it is unlikely that it would’ve never been able to sell them anything else.But this isn’t the case for most salespeople. Most salespeople struggle to believe in the product simply because their company has the typical problems of any company in their business. They have missed shipping dates. They have customer service issues. They have challenging customers that stretch the capabilities of their organization.The truth is that all us hold our company up to the standard beyond which most companies are capable of ever reaching. In fact, I defy you could point me to the one company that’s perfect all the time, every time. If you’re in business, problems are the nature of the game.When It’s Hard to BelieveHow do you believe when it’s hard to believe?The one thing that you can believe in is that you will be there for your client to help them with their problems. You can believe that you care and that caring will make a difference for your clients. Caring is 100% inside your control.This doesn’t mean you won’t be frustrated trying to sell inside your own organization to produce results for your clients. It doesn’t mean that you’re the one should that should handle all of the individual transactions that make up the outcomes that you sell. But it does mean that since you sold what you sold you have the authority to follow-up and make sure that it’s delivered in the way that you sold it. You can care.Believe In YourselfYou can believe that you have the ability to make a difference for your clients.You can believe that you make a difference for your internal team and help them produce those results. You can believe that by caring about your clients and the stakeholders inside your own organization that you have the power to make a difference.Your belief in yourself makes all the difference in the world as to how you sell to your clients.If you don’t believe that your company is the best position company to help your clients, then you cannot expect them to believe it either. If you don’t believe, your dream client is right not to buy from you. But it won’t matter; you won’t sell anyway.QuestionsWhat do you do when you have doubts about what you sell?How does not believing in your company hurt your ability—and willingness—to sell?How do you make a difference for your clients?Can you sell inside and make a difference for both your company and your clients?