CONFIDENCE
Assuming that the salesman thoroughly knows his job and is in a position to give his customer service, he will then have in him that air of assurance that will at once win confidence. He will not, of course, openly “rub it in” on the customer and give him the feeling that his opinion counts for nothing. The success of the sale depends upon the salesman’s ability to make the customer feel that his opinion is of first importance, but that in making his decision he may absolutely rely upon the value of the expert’s suggestion. This impression will “get over” only as the salesman shows a natural sense of confidence in his service to the customer.
On the other hand, self-satisfaction is dangerous. It is one of the chief causes that limit progress. Satisfaction means the taking away of the driving force of success that urges the person to do the task a little better next time. There is no standing still in the shoe business, either for the salesman, the department head, or the company itself. The movement is either forward or backward. The satisfied shoe salesman is drifting backward although he may be booking as much business this week as he did last. His is a case of “dry rot,” and it is only a matter of days before the condition will begin to show in the size of his book.
So do not confuse confidence with self-satisfaction. One is the fountain head and dear flowing stream of life and advancement; the other is the stagnant pool that shows on the surface its story of rot and decay.