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When you've gained someone's trust, you've also gained his or her confidence ' another key to lasting influence. Dwight D. Eisenhower once stated, 'In order to be a leader, a man must have followers. And to have followers, a man must have their confidence.' I love the story about how John D. Rockefeller dealt with his creditors. When a creditor came knowing on John's door, hoping to have his bill paid, Rockefeller would reach for his checkbook with gusto and ask, 'Which would you rather have: cash or Standard Oil Stock?' He did so with such confidence that people almost always chose to take stock in his company.

Aristotle had specific criteria that he believed were necessary in gaining one's full confidence. They are as follows:

- Wisdom
- Reason
- Familiarity with truth in all forms
- Knowledge of specific facts and principles within a given case
- Experience
- Expertise
- Competence

People are constantly looking for someone to help direct them in their lives and to assist them in making the right choices. Demonstrating confidence in everything you do will draw others to put their trust in you. Sometimes we may have to pretend we're more confident than we really are, hence the saying, 'Fake it 'til you make it.' I've seen plenty of people of only average to mediocre ability influence more effectively than others more naturally gifted than they were simply because they exuded higher confidence. The people we admire and look up to the most are usually the type of people who know what they want and how to get it. People who doubt themselves and lack confidence in themselves will always struggle to effectively influence others. If you're perceived as doubtful or unconfident, your prospects will feel that way, too ' about your product, your idea, or anything else you might ever try to present to them. It is said that the most lasting impression is made in about the first four minutes. Be sure you demonstrate confidence in those first four minutes, because the cement dries fast! Nothing can replace a bad first impression, even if you try to make it up later. Fixing a first impression is like fixing a wrecked car. Even after exhaustive time, effort, and expense, you still know it was wrecked, and you're even more apt to detect anything that might be wrong with it.

It is important to know that coming across as too confident will likely have the opposite effect. Rather than gaining people's confidence, you'll turn them off. In fact, if you make a mistake or do something inept, people are more likely to be won over by you if you can laugh at yourself and not take yourself too seriously. Coming across as self-absorbed or egotistical will make you appear incredibly unbecoming. Being more sincere and natural will make you more approachable and likable. According to Jay

Conrad Levinson of Guerilla Marketing fame, confidence is the number one reason people are persuaded to buy. When the buyer has confidence in your selling strategy, your ability to influence him increases. Confidence can also be defined as a belief and assurance in yourself.

Learning how to persuade and influence will make the difference between hoping for a better income and having a better income. It is the missing puzzle piece that will crack the code to dramatically increase your income, improve your relationships, and help you get what you want, when you want, and win friends for life. Ask yourself how much money and income you have lost because of your inability to persuade and influence. Think about it. Sure you've seen some success, but think of the times you couldn't get it done. Has there ever been a time when you did not get your point across? Were you unable to convince someone to do something? Have you reached your full potential? Are you able to motivate yourself and others to achieve more and accomplish their goals? What about your relationships? Imagine being able to overcome objections before they happen, know what your prospect is thinking and feeling, feel more confident in your ability to persuade.