Three Types Of Courage

There is this famous quote attributed to Aristotle- Courage is the first virtue because it makes all others possible.

Back in September 2022, I wrote a blog post Try,Trust and Tell-The Three Types Of Courage We All Must Have. I am revisiting the same idea in the context of a sales role.

1. TRY Courage – The Courage to Take Action

Trying means stepping into the unknown, even without guarantees. In fintech sales, this could be pursuing an unconventional prospect, pitching a bold new idea, or challenging a customer’s existing beliefs about technology. Playing it safe rarely wins deals. The best salespeople take calculated risks to create impact.

2. TRUST Courage – The Courage to Rely on Others

Sales isn’t a solo game. Whether leaning on internal teams to deliver, trusting a partner to execute, or believing in a customer’s willingness to change, trust takes courage. It is always easy to blame someone, but it is very challenging to trust someone to the point that you are ok if the outcome is not to your liking.

3. TELL Courage – The Courage to Speak Up

Selling thrives on honest conversations–with customers, colleagues, and even ourselves. It takes courage to challenge a bank’s outdated processes, push back on an unrealistic request, or admit when something isn’t working. Those who master the courage to tell it as it is–not just what people want to hear–earn the trust and respect of others and experience better outcomes.

Why This Matters

Courage isn’t about bravado or being aggressive. It’s about taking smart risks, trusting the right people, and speaking up when it counts. In B2B fintech sales–where deals are complex, decisions are slow, and change is hard–courage separates those who drive impact from those who simply manage accounts.

So the next time hesitation creeps in, ask yourself: Am I showing TRY, TRUST, and TELL courage? Because when you put your courage to work, everything else follows. I am sharing below a pictorial representation of the three buckets of courage we all must show.

Image Source: http://www.leadershipnow.com