This seems like a no-brainer, but it’s a valid question to ask: Do you believe in what you are selling? This is a good place to start, because if you don’t believe 100% in what you are selling and the benefits it brings to the customer, then it’s unlikely you will believe in your pricing.
Do you believe in yourself? This is part of the equation as well. You have to have confidence to sell with confidence. Seems simple enough, but confidence is like a muscle… you have to build it and continue to use it. This isn’t about arrogance. It’s about genuinely believing in your abilities and allowing this confidence to come forth in all of your interactions with your customers.
You must believe in your product, its benefits, its price and yourself. If you don’t, you will likely think “discounting the price” is your best option when a customer is hesitant to buy. This just cuts into your profit margin. You may fall into a false sense of security, thinking that you will actually be able to close more sales. But ultimately, you are cutting profit. And there’s no reason to do this, because you believe 100% in your product right?