The average person does "selling" all wrong. All the books and audios on selling in the last 50 years have focused on tactics, overcoming objections and the use of scripts which most people just do not find real. The truth is far simpler than memorizing some tactics. If you understand the fundamentals of the communication cycle and you can control it, all the stress, all the anxiety, all the worry goes away. It is your feeling of lack of control which creates these negative emotions, and these negative emotions do not help you, at all.