It is absolutely key to believe in what you’re selling. A very simple technique I recommend to new salespeople is to recite out loud 50 times every morning their full price plus 25%. For example, if my regular retail price is $100, then each morning I recite out loud $125. This simple act is designed to get me comfortable with the price of $125, and thus believing the price of $100 is a real bargain. The result? I am able to give the customer my price of $100 with confidence. When you give the customer your price with confidence, it’s amazing how less likely they are to try and negotiate with you. Simple, yet incredibly effective.