A drop in sales performance often stems from a loss of belief in the purpose of selling, rather than a decline in skills. Emotional factors such as negative incidents can undermine confidence, creating a barrier to success. Conviction is crucial; when individuals believe in their mission, they sell with genuine intent to help others, thereby improving their closing rates. Building trust is essential and relies on authentic intentions; people are adept at sensing sincerity. The relationship between belief and trust varies in intensity rather than being absolute, emphasizing the importance of fostering deep conviction in oneself and in the trust of others.