The Real Reason You’re Struggling to Sell (That Has Nothing to Do With Your Strategy) with Amy Traugh
- Amy Traugh
- Aug 6
- 9 min read
🎧 The Metrics Maven: Data Driven Business Growth Strategy for Solopreneurs is streaming on all platforms. Listen here. Also streaming on YouTube.
Confidence Is the Strategy You Didn't Know You Needed to Boost Sales
Doubt is silent, but your audience can feel it. Here's how building grounded confidence in your offer can directly lead to more sales.
Confidence Isn't Just a Mindset. It's a Sales Strategy.
If you're not 100% confident in your offer, your audience can feel it. It shows up in your tone, your body language, and the way you describe what you do. That energy either builds trust—or chips away at it.
When you deeply trust the value of what you're offering, your audience feels safer buying from you. And that safety? That’s what drives sales.
Think About Your Own Buying Habits
When was the last time you made a meaningful purchase for your business?
Chances are, you didn’t just buy the product or service—you bought into the belief that it could solve a problem or make your life easier. You trusted the person behind it.
Your audience is doing the same thing. They're not just buying your offer. They're buying your confidence in it.
Confidence Creates Safety
Your potential clients are silently wondering:
Can I trust this person?
Do they really know what they’re doing?
Will this actually help me?
They’re not just listening to your words—they’re reading your energy.
A calm, confident presence signals trustworthiness. It reassures people. But if you’re hesitating or over-explaining, that uncertainty can make them pause.
Why So Many Solopreneurs Hold Back
You might believe in your offer, but still feel shaky when talking about it. Why? Because you’re unintentionally waiting for more proof before you fully back yourself.
Waiting for:
More testimonials
More followers
Bigger results
That self-doubt leaks into your messaging. Suddenly, you're trying to convince instead of communicate.
Let’s Look at the Difference
Here’s how it sounds when doubt is driving:
“I think this could help. Every business is different, so it may or may not work for you, but I'd love to try.”
Now, here’s how it sounds when confidence is leading:
“This offer is designed to get results. I’ve helped clients achieve [specific result], and if you're ready to do the work, I'd love to support you.”
One feels unsure. The other feels grounded and trustworthy.
The Brownie Analogy
Imagine you're at a homecoming game with a tin of warm, gooey, homemade brownies on your lap. You take a bite. It's amazing. Naturally, you offer it to the people around you.
Some say yes. Others politely decline. But you’re not taking it personally—you’re just sharing something you love.
Sales is no different. You’re not begging. You’re not convincing. You’re offering something great and letting people decide.
Final Thought: Confidence First, Sales Second
Confidence isn’t something you wait to feel after you make more sales. It’s something you choose and practice before.
When you trust your offer, your messaging gets clearer. Your energy becomes calmer. You stop second-guessing every post or pitch.
So before you write the next sales page, go live, or send another email—pause. Reconnect with why your offer matters. And lead with that quiet, grounded confidence.
Because that’s what your audience is looking for.
If you're ready to finally ditch the data drama and create a simple, repeatable process for growth, this is exactly what we do inside Metrics Mastery.
Get started for free at amytraugh.com and let’s build a business that’s backed by strategy, not stress.
Until next time, stop guessing and start growing.
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Transcript for Episode 429. The Real Reason You’re Struggling to Sell (That Has Nothing to Do With Your Strategy)
@0:05 - Amy Traugh (Amy Traugh)
Are you 100% confident in your offer? I really hope you answered yes. But if you're like most business owners, there's probably a little bit of doubt that starts to creep in when you stop and really think about it.
It might show up like thoughts that you're having, like, is this really worth what I'm charging? Will someone actually buy this?
Or am I qualified enough to sell this? And this underlying doubt and hesitation might be the very thing that is holding your sales back.
Let's talk about why confidence isn't just a mindset shift. It's actually a really simple strategy that you can use to increase your sales.
The bottom line is that confidence Confidence creates safety, and safety is what leads to sales. Let me explain. So think about the last time you yourself invested in a product or service.
You weren't just buying the offer. You were buying because of the trust that you had in the ability of the person or product to deliver the solution to your problem.
And whether you realized it or not, you were subconsciously asking yourself questions like, can I trust this person? Do they actually know what they're doing?
And is this going to help me? Well, your audience is doing the same thing. They're constantly scanning their environment for clues, consciously or subconsciously, that tell them whether buying from you is a safe decision.
Remember, people will buy when they feel safe, and your confidence will create that sense of safety. Because when you show up...
Com... Com... If and 100% certain that you have the solution to the problem that your client has, your audience breathes that sigh of relief.
They relax. They trust you more because you trust yourself. But if you were hesitating, your audience starts to feel it.
Even through your words. If you're saying, I believe in this, but you're showing up with the energy of, well, I hope this is good enough.
It's a disconnect. And that disconnect keeps people sitting on the fence. But let me be clear. I'm not talking about like the fake it till you make it style confidence that comes off even more awkward than it already feels.
It's really taking the time to have that grounded belief in what you're offering. The kind of belief that you have from knowing that your offer works, understanding the value that it delivers.
And trusting that the right people will benefit from it. But a lot of solopreneurs get stuck because they think they need more proof before they're allowed to feel confident.
More followers, more testimonials, better results. And this is what makes it so frustrating. Because deep down, you know your offer is valuable.
You've put in the time. You've helped people. You've gotten new results. And the proof is there. But it's when it's time to actually sell.
You have that little voice in the back of your head that starts questioning things. Who am I to charge this?
What if they say no? What if I sound salesy? And this little bit of self-doubt leaks into your content, your sales calls, your body language.
And your audience may not know exactly why. But they can feel the hesitation. And that creates friction. Because if you're not fully sold.
on what you offer and what you bring to the table, why should they be? Let's break this down. So if we take a business owner that says, well, I mean, I think this could help.
I've seen some results, but every business is different. So it may or may not work for you. But I'd love to try if you're interested.
What do we sense here? We get this energy that's hesitant, apologetic, and full of disclaimers. And that's creating uncertainty for the buyer because the seller doesn't have the confidence.
However, if someone were to say, this offer is designed to get you results. I've helped other clients do exactly X, Y, and Z.
And if you're ready to do the work, I'd love to support you too. Notice the difference here. This tone is so calm, clear, and rooted in belief.
She knows her offer. She And she's not trying to prove it or oversell it. The bottom line is that confidence doesn't come after the sale.
It comes before. You know that it's like this story I heard. You know that feeling when you've got something so good that you just have to share it.
This will really help nail this message down. So I want you to close your eyes and imagine it is a crisp fall evening.
And you're back at your old high school for the homecoming game. You're sitting in the bleachers, catching up with friends.
And you got a big tin of the most amazing, warm, fresh out of the oven brownies sitting on your lap.
The smell alone is making people take notice. You take one out of the box and pop it in your mouth.
Oh my gosh, it is just as amazing as it smells. Now what do you do next? Do you sit there and eat the whole tin?
Of course not. You offer one to the friends around you, and they don't hesitate because they know you, they trust you, and they're happy to say yes.
But what about the people sitting nearby who don't know you? They might start eyeing the tin, but they're not going to ask unless you offer.
So you do. You turn around and ask your old chemistry teacher that you haven't seen since your freshman year of high school if she wants one.
She politely declines because she has a gluten and egg allergy. Totally fair. I get it. I've got a kid with celiac disease, so makes sense, right?
Or you offer some to the group of women sitting a few rows down. Three are like, oh my gosh, yes, and grab one right away.
And the other three pass. One's on the 75 hard, one has a dairy allergy, and one just doesn't like chocolate.
But, you know, I... Get it? That's three yeses, four no, and four no thank yous. These are all valid responses.
And honestly, that's what sales is. You've got something so good, something that you know helps people. You're not trying to force it on anyone.
You're just offering it up, showing up confidently and making the ask. And not everyone will say yes, and that's okay.
But if you never ask, the answer will always be no. But when you lead with the confidence in knowing that you have such a conviction and belief in what you're selling or serving and a genuine heart to help, it's not pushy.
It's not awkward. It's just sharing what you have, like passing around the tin of brownies in the bleachers. Some people will say yes, some people will say no, but the right people will be we'll next time.
So glad you offered. And this is the feeling that you need to cultivate. Sales is just like asking others if they want the brownie.
It's nothing more than presenting the invitation. But if you don't believe in your own ability to deliver these results, you end up pulling back, shrinking yourself, avoiding follow-up.
All because part of you doesn't believe that people would actually say yes. If you went up to someone with that tin of brownies and said, Well, I think these might be good, but you might not like them.
I don't know. It's a new recipe. I've never tried it before. Most people are going to decline, right? Because you don't believe in it.
But if you show up and say, My brownies are awesome. Hey, most people are going to be like, Okay, cool.
Those look amazing. So if this, if you're not. And this is resonating for you. I want you to pause and do this quick exercise.
I want you to write down three reasons your offer is valuable. Actual outcomes, not just what it is, but what it does.
And then I want you to track or I want you to write down three reasons why you are the right person to deliver those results.
And step three, I want you to start keeping track of your wins. You can do this by taking screenshots of messages that you get from clients.
You can just keep a note in your journal. There's no right or wrong way to do it. Whatever feels good to do.
But what you're doing is you're building a bank of belief that you can pull from any time that doubt starts to creep in.
This is the stuff that helps you internalize your value so that when you talk about your offer, it comes from belief, not doubt.
So if you want to increase your sales, start by increasing your confidence because confidence creates safety and safety is what makes people say yes.
You don't have to be loud. You don't need to be flashy. You just need to show up fully sold on what you offer because when you do, your audience will too.
Show up like it matters because it does. You don't need to wait for more proof. You are the proof.
And this is why I preach it till I'm blue in the face. It is so important to understand your metrics as a business owner because when you.
Understand exactly what's working and why you build confidence. And if you want to increase your sales, you have to start by increasing your confidence.
If this episode resonated with you, this is exactly what I love helping clients with inside my signature program, Metrics Mastery.
Head on over to amytraugh.com and get started for free. And until next time, stop guessing and start growing.
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