Sales confidence. Some reps have it. Some reps don’t. Some reps fake it. BUT all reps NEED it. As sales leaders, we must empower our reps to help them build confidence when selling. When a sales rep shows up ill-prepared for a meeting with a prospect, it shows. Reps must be able to confidently tell the right story, speak confidently to competitive claims, and build trust in order to win more. So how can we prepare our reps to show up to every meeting with confidence?