Filed Under:Annuities, Sales Strategies

Just believe

Believe that you can win. That you can still win. That you are playing the long game.

Believe in your product, your service and your solution. Believe it is the right choice for your clients and that it will benefit them. Believe that your clients will be made better by the service you provide.

Believe in yourself. Believe that you are your unique value proposition, that you are the difference that makes the difference.

Believe that your competitors are trying to take your business. Believe that they are dangerous, that they too can create value and that they deserve your respect.

Believe that your dream clients need your help. Believe they have challenges and opportunities for which you have the solution. Believe that you can help them discover the gap and the way forward.

Believe that your clients will pay more for greater value. Believe that price is only an expression of value. Believe that you have the power to move the conversation from price to cost and to help your clients make the proper investments.

Believe that fear is what you should fear most and that inaction is more dangerous than action. Believe that your greatest mistake is avoiding what’s necessary because it makes you uncomfortable.

Believe that winning will be more difficult than you imagine. Believe that you are going to have to give it all your effort and energy. Believe that to win, you will need to persevere and that you are going to have to be resourceful and discover new ideas.

Believe that real trust takes time to develop. Believe that relationships matter, that they require an investment of your time and energy. Believe that caring is the real “killer app.”

Believe that it will take longer to win your dream clients. Believe that you need to be known and trusted before you are given an opportunity to serve them.

Believe that the next big disruption is right around the corner and that you have an urgent need to get better faster. Believe that you have already fallen behind and that you need to work feverishly to catch up. Believe that you are the only asset you have for producing what you want in life and that you must develop that asset.

Believe that the best and fastest way to capture value is to first create it. Believe that fast is slow and slow is fast. And believe that difficult is easy and easy is difficult.

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S. Anthony Iannarino is the managing director of B2B Sales Coach & Consultancy, a boutique sales coaching and consulting company, and an adjunct faculty member at Capital University’s School of Management and Leadership. For more information, go


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