Selling is only a transfer of belief; it's simply helping others believe the same way you believe about a product or service. In the world of professional selling, YOU are the message. Before a consumer decides to buy, he or she must buy into you.
For someone to buy into you, they must feel you have congruency. In other words, they are judging you not only by your words, but by your actions, attitude, posture, facial expressions, voice inflections, etc.
They are sizing you up to see if you really care about them and if you believe what you are saying.
To sell anything, you have got to be sold on it yourself. If you don't believe in your products and services, how can you convince others? If you were a car salesman, how could you sell a Chevy automobile if you were driving a Ford?
Many people say they believe, but the customer can tell (consciously or subconsciously) if you really mean what you are saying. There are a lot of salespeople who learn a lot of closes but they don't work because the salesperson just isn't certain about what they are saying.
On the other hand, if you believe in something, then it is easy to get other people to believe in it. When you believe totally in your products and services, your beliefs will be transferred to those around you. This will cause more people to buy your products. Your belief becomes a compelling factor that will attract new customers and keep existing ones. There are many salespeople who aren't the greatest closers, but they get results because they believe what they are saying.