So often you see advertisements: "...Looking for confident young retail sales staff" or hear retailers say that all they need are confident sales staff and all the otherthings will follow.

To quote one of my friends: So "woopee dooo" what does it mean to be confident?

Confidence reflects an attitude:

• If you physically act confidently, you will experience confidence.(By the way-practice makes perfect). Look for signals- posture, walking,shoulder positions, eye contact. Try and observe the applicant before they enter your office or shop. Ask the receptionist what she saw. That is how they will behave on the shop floor.I did not accept my first job offer because the person who interviewed me entered the building after me and he was rude with the receptionist for no reason, I could not work for him.

• If you know your products and services you can be confident. However look for someone with a wider knowledge base (hobbies,sport...)

• Customers prefer to buy from people who seem confident (authority principle).

• Ask questions till you are blue in the face, (If your applicant is also blue in the face then call the ambulance) to establish the true level of confidence.

You need confidence (not arrogance) to make the first and most important connection with your customers