The bottom line of any business is sales. The point where the customer hands over their money for your product or service. No sale equals no business.

Most people are uncomfortable with sales. Some think that salespeople are "second class citizens". That is understandable. There are salespeople out there that try to extract every last dollar they can get from a prospective customer. But that is not what professional sales is about...

Trying to convince a prospect to hand over their money is NOT what professional sellers do - that is the typical "used car salesman". Selling in a professional manner is all about understanding the needs of your prospect and and seeing if you can fulfill their needs with what you have to offer. It's really about creating value for the customer and forming a mutually beneficial relationship with them. When you come from that paradigm, you can begin to realise just how important sales is.

Sales often requires one-on-one interaction between you and the prospect. That can be an intimidating experience for someone who hasn't got a lot of experience.

How you come across will determine whether or not a good prospect will become your customer. It's not just the words you say, but how you say it, which is directly reflected by your level of self confidence.

Selling activities such as phoning a prospect (even one who has come to you for information) or having a one-on-one meeting can be a daunting experience when you're overcome by fear.

You're thinking "What if they don't like me? What if they think I'm an idiot? What if they say 'no'? What if...? What if...?"

You're putting the spotlight on you. And it isn't about you. It's about what you can do for THEM. The spotlight should be on them.

In fact, the prospect needs you more than you need the prospect, if you have something that is valuable to them. And that is the position you need to come from when talking directly with a prospect.

Coming from that position requires self confidence. Self confidence is key to making the sale. Self confidence can be developed. So if you don't have a lot of self confidence now, good, because you have a great opportunity to improve it.

Possibly the best way to develop a confident personality is to put yourself way out of your comfort zone but in a supportive environment. You grow the most when you're at the outer edge of your comfort zone.

For some people, there's nothing more uncomfortable than public speaking. Join a Toastmasters club in your local area. Your local Toastmasters club is a great environment where people who have overcome their own fears of public speaking, guide and support those who are challenging themselves to overcome theirs.

Visit the Toastmasters website to find a club near you.