Conviction and Enthusiasm

If you're not excited about your product, why should anyone else be?

People will say "yes" to your offering based more on your conviction and enthusiasm than on your product knowledge or selling skills.  This comes as a surprise to many people in the field of selling.  It shouldn't.

Your ability to communicate your product knowledge is important, but your ability to share your belief in your product is critical.  Truthfully, your potential clients can find all the specs on your product on your company's website.  If you deliver that same information by rote, your clients aren't likely to become emotionally involved with the benefits you're offering.  Heck, if you're not excited about your product, why should anyone else be?

Never forget: People make buying decisions emotionally.  Then they defend their decisions with logic.  It doesn't matter if you're selling dishwashers, luxury items or widgets.  For your potential clients to be willing to apply logic and make an ownership decision, they have to be at least interested and, hopefully, excited about how your offering will impact their lives or their bottom lines.

Your sincere belief in your products and the benefits it provides your clients builds the emotional side of the sale.  You must demonstrate your conviction in what you are selling.  Your conviction comes from a combination of understanding the need the product serves and knowing the experiences of those who are already using it.  In other words, your satisfied clients are proof that your belief in your product makes good sense.

Enthusiasm and conviction are critical elements in selling and in any other situation where you are in the role of an expert advisor or leader.  No one will want to follow you, your theories or your directions unless you can demonstrate that you are excited about where you are going.


References: Conviction and Enthusiasm Pave the Way - Tom Hopkins - SUCCESS Magazine - April 2011


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