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Pump It Up

When it comes to making the sale, projecting a confident attitude is key. So what can you do to give yours a boost?

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This story appears in the February 2004 issue of Entrepreneur. Subscribe »

If you've ever watched an Olympic competition, you've seen the faces of champions reflect not only the hard work and preparation that has gone into the moment, but also the confidence they have going into the arena.

That confidence is not just what carries them through, it's also what communicates their position even before the event starts. They can't win without this confidence. Their competitors can sense fear, insecurity and unpreparedness, just as a customer can sense these things in a salesperson who lacks confidence.

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