Sometimes newer salespeople don’t sell to their full capacity because they are not 100% sure about their product. Your conviction will grow when you know exactly what problems you solve.

Ben Feldman would study his prospects to find the problems. He also had his product rates and packages down cold, so that when he found the specific problem his prospect had he could rapidly tailor his products to solve that problem.

This is one of the main reasons he was so quietly confident. Because he had spent hours studying insurance rate books and data, he KNEW he could solve the problem. He didn’t sort-of know. He studied constantly so he knew in his bones. This conviction resonated from his very first cold call, to each direct mail piece, to his interview, to his close. You might say his sales were a matter of destiny.

Your product or service likely solves several different problems for your prospects. Don’t assume you know what their problem is. But once you find it, you should know your product inside out, so you can put together the right solution.

Study how your product solves different problems, and then develop simple packages to address those problems. You can then tailor them to your individual prospects. Feldman would reduce complicated insurance packages to extremely simple presentations:

“One of his most dynamic examples was in the front of his “technique book.” Back then, the Treasury still printed a one thousand dollar bill. Ben had that bill pasted on his front page alongside three pennies.

His opening question was, “If your family has to pay absorbent death expenses, which one of these would be your best alternative: Would you rather pay these costs with your whole dollars or with my pennies? May I show you how this works?””

By increasing your product knowledge, and working to simplify your presentation to the very basics, you’ll boost your confidence one hundred-fold. Because you know that you know.

Joe Ditzel is a copywriter, marketing consultant and award-winning public speaker. He is the founder of Vast Media Empire, a network of technology, business, information and entertainment websites. Contact Joe at or connect on: LinkedIn Facebook Twitter Google+

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