Attitude In Sales; When All Else Fails!

Attitude In Sales; When All Else Fails!

Sales Success Equation

Most people believe that success in sales is based on a formula that requires a high degree of product knowledge, blended with a similarly high level of sales skills and knowledge.  And if you learn and follow this formula sales success will follow.

This philosophy, like so many others, leads companies to organise for their salespeople to attend product training and sales skills development programs, in an effort to improve sales results.  Yet, this formula is only part of the sales success equation.

Experience has shown that there is an added ingredient for individual sales success; one that can’t be learnt so easily.  “Attitude”.

It’s All About Attitude

There are many examples of successful salespeople that succeed in sales in spite of their lack of sales training and even, if they use the people around them effectively, with only a modicum of technical product knowledge.

They succeed because of their attitude; one of passion, hard work, persistence, ability to strategise, positivity and ability to relate to others.

So, how can a salesperson develop attitude?


The starting point is self-awareness.  From this comes the ability to manage ones own behaviours, thoughts and reactions.  People with attitude recognise that others are different.  And, it’s their job, to recognise these differences, and then adapt the way they ‘relate’ with others to accommodate these differences.

DiSC is an ideal tool to improve self-awareness.

Managers in many of our clients have received positive feedback from their salespeople who have attended Pollak Consulting & Training courses that include DiSC.  DiSC arguably, is the most impactful topic from these courses.  For many participants, it’s rated the Number #1 topic.  Good management wish to build on the lessons of DiSC.  Being good a reading others and adjusting to be a more effective communicator comes with practice.


Self-awareness for successful salespeople extends to their ability to be resilient.  Being ‘resilient’ means being able to withstand or recover quickly from difficult conditions.  This is a norm for salespeople.

Being successful in Sales is often measured by the amount of sales you made last week, month or in the last year.  Sometimes, you’ve done everything right and still, sales don’t come in, or, as often happens, they don’t come in when you thought they would.

The question is, “How can a salesperson develop an ability to handle working in an environment where so many factors are out of his/her control, yet be measured as if they were?  This requires a strong dose of resilience.


Behavioural economists say that most of us have a bias towards being optimistic.  So, a salesperson will say he can achieve his sales budget, even when there are a number of (sometimes complex) events that need to happen to achieve success.

When a salesperson achieves his budget, he is entitled to look at himself in the mirror and say, “How clever and hardworking I am”.  When the numbers don’t fall, the face in the mirror protects him, and apportions the blame to circumstances beyond your control.

So, good management bolsters optimism, even when there are many signs that suggest a healthy dose of realism would make managing easier.

Biases that Affect Sales

Many people, perhaps most, decide what they want quickly, then take the time to justify that decision.  Some behaviourists call this ‘cognitive dissonance’.  And the more that you go into the reason that a company has chosen your product or service over another’s, you will find that their biases have affected their decisions.  So, the more that you understand about biases – your’s and others – the more successful you will be in Sales.

Agenda for a Training Session, perhaps at your next Sales Conference.

Introduction It’s All About Attitude

Self-Awareness DiSC



Biases that Affect Sales

Conclusion and Wrap-Up


This is just one topic in a range of topics that can form the basis of a training or conference session.  Please contact Ron Pollak or Andrew Pollak for availability and pricing.