People tell me that they can overcome it if they believe in what they are selling. I don’t understand this. Why would you sell something you did not believe in? You would be guaranteed never to get the opportunity to sell it again.

I think the breakthrough comes when you realise that selling is about solving people’s problems. They have a need – sometimes they know it, sometimes they don’t – but you sell them something that will meet that need, solve their problem for them.

When you realise that you are not selling but solving people’s problems – and genuinely solving them – then sales becomes huge fun.