Dont think of it as selling your calls (Im mean you are the umpire and have the final say), think of it as letting everyone know "YOU, ARE the umpire and the best dang one they have seen". Hey, Im good, arrogant, confident and proud of it.
Now one second latter you may have to be cool, calm, collective and approachable. Thats the fine line a good official always. walks.
Good luck
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