In demonstrating Conviction, which principle is Joe applying by sharing a personal story about value?

When Joe shares a personal story about value, he is applying enthusiasm as a principle of demonstrating conviction. Enthusiasm in a sales context refers to the passionate and genuine interest a salesperson shows toward their product or service. By relating a personal narrative, Joe not only illustrates the value of what he offers but also exhibits his excitement and belief in its benefits. This kind of emotional connection can resonate with potential customers, making them more likely to engage with the message and feel motivated to consider the offer.

In contrast, while confidence does play a role in sales interactions, it is more about self-assurance in one's abilities and product knowledge rather than an emotional narrative. Patience is essential for understanding and addressing customer needs over time, but it doesn't directly leverage the storytelling aspect. Knowledge pertains to the understanding and expertise about the product or market, but it does not capture the emotional drive that comes from sharing personal experiences. Thus, the most fitting response that aligns with the act of storytelling to convey conviction is enthusiasm.