Part of my job when I work with business coaching clients is to help them improve their sales. Usually, once someone has the technical part down, then they are able to close easily.

However, sometimes it takes more than knowing how to express a unique value proposition, handling objections or following-up. In fact, sometimes you could be doing all the right things, but when it comes time to close, everything falls apart.

Whenever I see this happening with coaching clients it's usually because they are lacking confidence. If your mouth is saying "Pay me for my valuable service" but your brain is on the verge of panic, things will go awry.

I get it because I've been there. I made $5 my first month in business. Fast forward a few years and I have an almost 100 percent close rate with content marketing clients. Here's how I boosted my own confidence and subsequently, my sales.

Put yourself in uncomfortable situations.

The only real way to gain confidence when doing sales is to practice. And I don't necessarily mean practicing with a mentor - although that helps - I mean putting yourself in uncomfortable situations where you actually have to sell.

The truth is it's going to be terrifying until it's not anymore. Because with practice, you'll learn how to handle anything a prospect throws at you. And, as you get better at sales, you'll start seeing proof that you can actually do it.

With that being said, you'll want to be careful here as well. I once had a coaching client tell me that as soon as a prospect said "I can't afford it" she would feel some sort of relief as if she was off the hook from having to continue selling.

That is a very sneaky trick of your ego. The reality is you're not off the hook at all because most people don't say yes right away.

Take the emotions out of it.

Another way to boost your confidence and your sales is to learn how to take your emotions our of the sales process.

It's far too often that business owners enter a sales situation and their minds are racing. A little nervousness is normal, but thinking things like "If I don't get this sale it must mean my offer isn't valuable" is a bit much.

Additionally, you'll want to release any judgments about yourself. Just because someone has an objection doesn't mean you somehow aren't worthy of making money.

The reality is sales is just an exchange of fair value. Your prospect has a problem and you are offering value in the form of a solution. In exchange for the value you provide, the other person gives you value in the form of money.

That's it.

Once you're able to see sales from that perspective, you're able to take all the crazy emotions out of it.

Find proof that you're offering something valuable.

The final step in boosting your confidence and your sales is to find proof that you're offering something valuable.

This could look like pulling up old client testimonials or good product reviews. If you don't have either of those yet, you could try having conversations with people to get feedback on your offer.

Chances are you'll hear a lot about how your offer is valuable and helps people. Once you do, internalize it and take that energy into your sales calls.

As business owners, we often forget that we're providing value because we're too close to the situation. That's why it's important that we consistently find positive reinforcement that what we're doing matters.

Final Thoughts

There's really no way to think your way into confidence. If you want to actually become more confident you have to take actions like the ones listed above. The more action you take, the less fear you have when it comes time to close the sale.