Confidence Builder #1: Belief

This was something I struggled with early on because I was so green to the world of selling. I would find myself stuttering, losing my place in the script, looking around for cheat sheets, etc.

Belief came in the form of countless training sessions I attended.

We would often be randomly pulled off the phone for quick training sessions, and each session gave me more confidence and belief in the skills I had learned. This allowed me to fully grasp that I was capable of a career in sales.

Confidence Builder #2: Action

Once I learned the skills that led to success, I make sure I took those same actions over and over again. It was through those repetitious actions that I developed confidence.

I become an expert because, day after day, I was living and breathing the tasks that would make me successful. As hours passed at my desk, I focused every minute on finding ways to become better, whether that was reading a magazine article, a positive non-fiction book, or a script from a colleague.

Another repeated action I found incredibly valuable for building confidence was coaching.

As hard as it can be to receive feedback from people in positions higher than mine, it really did help mold me into a better person. I developed thicker skin, and I also showed those around me that I indeed could be molded into a version of myself I never thought possible.

So be confident. You’re the expert!

Step 2: Attitude

When learning how to sell over the phone, focus on your attitude. In phone sales, the people you’re talking to can’t see you, so you’ve got to have an attitude that “embodies selling.”

I’ll explain what I mean by that in just a minute, but first, let’s talk about why this is so important.

On the sales floor, it can be a bit of a revolving door. Not all new reps can cut it. But I’ve noticed a common theme: People who “don’t work out” are usually the ones with a poor attitude.

When you walk in the door with your head down, no energy, excuses ready to fire — you have already lost the day.

Treat each day as a blank canvas. When that door opens, you need to bring a positive attitude to the table.

Positivity never cost someone a deal. In the worst of times selling over the phone, my attitude is what has closed deals, talked people off the ledge, and ultimately led to more folks buying from me than not.

I think of my attitude over the phone as my “game face.”

A simple way to ensure I’m in the right attitude for the day is to have a mirror at my desk. It doesn’t need to be a large one — just big enough to see my whole face and to remind myself to smile. It may sound crazy or even kooky, but this is a great best practice.

Having a smile on the phone also pays dividends. I recall a day when I was particularly down. After receiving a barrage of hang ups, I threw my headset onto my desk and buried my head.

A supervisor was kind enough to leave me with this advice, “Smile, it will make a difference.”

In the end, I was able to turn my day around. When it’s all said and done, people won’t remember your numbers, but rather your attitude and the positive influence that it had on others.

From his success on the sales floor of an automotive dealership  to becoming a veteran trainer and then the adoption of technology for Internet-based marketing, his career has evolved to deliver the skills and tools needed to help consumers. Richie Bello combined his automotive expertise with his robust desire to “take care of the customer first” to become an automotive influencer, published author, and renowned trainer.  Bello absorbed the wants and needs of consumers as he worked up the ladder of the automotive industry.

Over the thirty-five years of his career, he developed strong Internet marketing skills, leading him to developing software solutions that create ease for consumers, and helps dealers improve relationships with customers. Innovation drives success. And, for Bello, it’s in his DNA. took years to come to consumers and arrived in a timely manner, during the 2020 Pandemic. With over 6 million vehicles on the site, features that help consumers deliver, finance and warranty, Bello has met the retail digital age head on.

Bello also is founder of Richie Bello Institute of Leadership and Management, a 501C3 not for profit, dedicated to the recruitment, education and employment of veterans into the automotive industry. Visit


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