Sales reps have it rough. Besides the endless slog of cold outreach, when you actually do connect with a buyer, you’re told to suck up to them. Smile, dance, give-in—do anything to win the deal. But what most reps don’t know is that there’s a better way to get what you want from your selling conversations. And best of all, it doesn’t require you to leave your dignity at the door. “The customer is always right.” We’ve all heard the old saying. And unfortunately, a lot of sales professionals have moved through their careers believing that it was true. That the rep who charms, kowtows, and leaves buyers smiling 100% of the time is the one that kills it month after month. But what would you say if I told you this age-old rule was… ready? Shit. It’s shit! It’s just plain wrong. And in fact, bending to a buyer’s will in every single conversation is a surefire way to muck up any sale. Instead, the trick is to be assertive. And if you’re one of the many professionals out there that isn’t as assertive as they should be, never fear. Because today, we’re looking at how to be a more assertive sales rep. Now, before we get into the nitty-gritty of it all, let’s first hit on… Why Assertiveness Is a Must Why assertiveness is a must in sales. There are five main benefits to being assertive in this industry. First… A) It Closes More Deals (Duh) It closes more deals. You don’t get the sale if you don’t ask for the sale. When you lack assertiveness, you lack the confidence you need to push through the awkward yet entirely necessary stages of closing a sale. But as you become more assertive, you’ll find yourself closing more often. B) It Gives You More Authority It gives you more authority. The more authoritative you appear, the more likely buyers will be to listen, value your opinion, and look to you as a trusted expert. Consequently, you’ll find yourself having more influence over not just whether they buy. But also what they buy. C) Communication Improves.  Communication also improves. Tiptoeing around an issue may seem like a good way to soften a blow and keep on your buyer’s good side. But in B2B sales especially, being clear and to the point is a better way to communicate. Your buyers will appreciate you saying outright what you think. D) Higher Self-Esteem  Assertiveness leads to higher self-esteem. That, in turn, leads to greater job satisfaction, a higher earning potential, and ultimately a happier, healthier home life. Alright, so how do you become more assertive? The Assertiveness Training Framework The Assertiveness Training Framework comes in. Now, if you want to learn more about this framework, be sure to check out the Selling Made Simple Academy. But for today’s purposes, let’s quickly go over the core tenets of this proven framework.  1) Excuses You have the right to offer no reasons or excuses for your behavior. It’s true. Now, you might be tempted to give an excuse for your actions or beliefs. But doing so takes the control out of your own hands. Instead, get used to not giving excuses for your beliefs, actions, or decisions. Don’t get me wrong—you still need to take responsibility if you’re in the wrong. So take ownership and apologize. But if you’re being pressed to say sorry for something you were in the right for, you do not need to offer up any excuses. And in fact, you shouldn’t do so. 2) Choice You have the right to decide if you will (or won’t) find solutions to other people’s problems. You need to learn to say “No” to solving other people’s problems. You are ultimately responsible for your own psychological well-being, happiness, and success in life. And as much as we might want to do good things for one another, we are not responsible for other people and their problems. To master this step, you need to get comfortable with saying “no” mo...