By Michael K. Adonteng
May 8th, 2025
Confidence is one of the most important tools a sales professional can carry into a meeting, a call, or a negotiation. It affects how you approach clients, respond to setbacks, and perform under pressure. And yet, confidence doesn’t always come easily. It’s often built slowly through action, clarity, and self-awareness.
At Africa Sales Academy, we’ve worked with professionals across industries who started with hesitation but developed a confident, consistent approach to sales through a few simple, repeatable habits. Whether you’re new to the role or experienced in the field, confidence is something you can shape and strengthen over time.
Understanding the Confidence Cycle
Confidence builds through what we call the Self-Confidence Cycle—a loop made up of how you speak to yourself, how you see yourself, the actions you take, and the outcomes you produce.
- Self-Talk: Your internal dialogue shapes how you feel. Negative self-talk can slow you down before you even begin. Positive self-talk helps you stay steady, especially under pressure.
- Self-Image: This is how you see yourself in your role. A strong self-image pushes you to act with clarity. A poor one often holds you back.
- Behaviour: The actions you take are usually in line with how you view yourself. If you believe you’re capable, you’re more likely to be proactive and focused.
- Results: These feed back into the cycle. Small wins reinforce your belief, while setbacks—if not addressed—can lower your confidence.
By improving how you speak to yourself and how you view your own capabilities, you influence everything that follows.
Stop Rationalising, Start Reframing
It’s easy to fall into the trap of excuses. Most salespeople have told themselves things like:
- “The market isn’t great right now.”
- “Clients just aren’t responding this month.”
- “I know what I need to do—I just haven’t written it down.”
These are rationalisations. They soften the discomfort of a tough quarter or a missed target, but they do little to help you improve.
Instead, reframe them with statements that put the focus back on action. For example:
- “If response rates are low, I’ll test new approaches.”
- “I’ll block out 30 minutes to follow up more intentionally.”
These statements turn passive thinking into direction.
Build Your Self-Image with Affirmations
Affirmations aren’t empty phrases. When done well, they reinforce how you want to show up, and over time, they shape how you act.
Here’s how to make them effective:
- Use first-person language: “I am…” or “I am becoming…”
- Speak in the present tense to focus on what’s possible now.
- Be specific: Tie affirmations to things you can act on.
- Include a reason: “…because I follow through on what I commit to.”
For example:
- “I am improving every day because I reflect and reset after every client meeting.”
- “I am building strong client relationships because I prepare thoroughly and listen carefully.”
Repeat these consistently. Confidence doesn’t build overnight—but it does grow with reinforcement.
Visualise Success, Back It with Action
Visualisation is a technique used by many top performers. By mentally rehearsing a successful call or client meeting, you reduce uncertainty and walk in with more clarity.
Pair that with positive self-talk. Before a pitch, remind yourself of what’s gone well recently. Replace anxious thinking with focused reminders:
- “I’ve done the preparation.”
- “I understand this client’s needs.”
- “I’ve handled situations like this before.”
This simple shift can influence your tone, pace, and presence.
Shift Your Focus to Where You’re Going
There’s the version of you that exists today—and then there’s the version you’re working towards. Focusing only on where you are now can lead to hesitation. Instead, think about the habits and behaviours that reflect the salesperson you want to become.
Start acting like that version today. If that means making an extra call, being more structured, or following up more consistently—do it. The shift begins not when things feel different, but when you act differently.
Confidence Comes from Consistency
In sales, setbacks are part of the role. Confidence doesn’t come from avoiding them—it comes from knowing you’ll recover when they happen.
Use simple affirmations to support this mindset:
- “I bounce back quickly.”
- “I learn from each experience.”
- “I trust my ability to adjust.”
These quiet habits—repeated regularly—shape how you respond under pressure and how you grow over time.
Michael K. Adonteng
Founder, ASA
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