Get your sales confidence back

No one is on top of the world 100% of the time. When your sales confidence wavers, how do you get it back? One of London’s best sales coaches shows us how.

Back in May, we staged our 5th Sales Confidence live event at GoCardless HQ London. We had 100 SaaS enthusiasts watching two sales leaders, a consultant and a coach sharing their secrets. Even if you couldn’t make it, we want to share the inspiration and education with you through our articles.

Our fourth and final speaker was Martin Tucker. Martin is the first sales coach we’ve ever had at a Sales Confidence event, and hopefully not the last. Martin is a coach to SaaS sales leaders and specialises in helping sales leaders when they’ve lost their confidence.

Martin Tucker

Martin shared with us some stories of people he’s helped, as well as some ways to regain your ‘sales confidence’ mindset when times are difficult. We’ve already produced an article related to self-talk, the dialogue in our heads. You can read about it here.

Let’s hear one of Martin’s stories.

‘I worked with this guy a few years back when he was an individual contributor for one of my customers. You look at him right now. He’s the model of a super salesperson. He’s had a stellar career. He’s leading a team at one of the world’s biggest companies, but it wasn’t always the case.’

‘I got a call from the VP of Sales at this organisation. They said, ‘Can you go out with this guy for a day? His performance has fallen off a cliff. We’ve got no idea why. We’re struggling to understand it. His activity is high, great attitude, great ability, great communication skills.’

‘So I went and picked him up. We had a coaching day sorted out. We were going to do a few meetings. I was going to sit back and watch him.’

‘But after about 2 or 3 hours it became evident what the problem was. We were in a car park. He was bent over double with fear, anxiety, almost being physically sick. All because of what was going on in his head.’

‘His mindset was completely shot to bits. By listening to him, I could tell he was letting loads of external factors which he can’t control affect his mindset. It was crippling his capability. He’d lost his sales confidence.’

4 ways to sales confidence

A loss of confidence can happen to anyone, even the best in the business. If you’re in that situation, how do you get it back? Martin offered 4 ideas.

The first idea is positive self-talk. Change the language you use when you talk to yourself. Be conscious of your self-talk and how it affects you. Write it down if necessary, because once it’s out there, it’s easier to change. Remember, you can only control what you can control. You can read more about self-talk in Sales Confidence articles here and here.


Martin’s next piece of advice relates to the images in your head. What does success look like in your mind?

‘Visualise yourself in the situation. Feel it. Smell it. Hear it. Visualise the steps you need to go through. The massive benefit of visualisation is that it creates neural pathways in our minds that help us to execute behaviour, particularly at times when you feel under pressure.’

I’m big on visualisation. In fact, I like to take it to the next level. I don’t just visualise success, I dream about it. You can read more about that here.


Martin’s 3rd tip was a simple one. If you’re feeling low, maybe it’s a change of scenery you need.

‘We all know that spending some money on a good environment helps us work and get better feelings.’

Basically, work somewhere nice!


Martin’s final tip related to your body position.

‘Who’s heard of the power pose? There’s research done by someone over in America, Amy Cuddy. She talks about, if you take on the power pose for 2 minutes a day, it increases testosterone in your brain. It reduces the cortisol which is the stress hormone. As a result of that, you tend to be more powerful and more confident. It’s worthwhile having a look at that.’

If you don’t know about the power pose, you can find out more about it here.

How about you?

If you’re struggling for sales confidence, and we all do from time to time, try out Martin’s tips. Let us know how you get on.

Over to you now. What do you do to change the situation when you’re running low on confidence? Let us know in the comments below.

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