How To Cultivate Mental Toughness In Sales

The fact of the matter is that sales presentations are simply not very fun sometimes. (If you’ve been in sales for more than, say, three days, you know I am stating the obvious.)

There are times when your customers, your vendors, your peers, or even your managers become sources of conflict.

Put another way, this job would be so much easier if not for all the people involved! On the other hand, one of the biggest myths about sales is that it’s a solo show.

Just like a top performer in any industry, elite sales professionals know that maintaining positive relationships with the people around them is vital to their success.

One thing I know about sales (and life) is that you don’t have the right to say, “That guy made me so mad!” No. That guy doesn’t have that kind of power. YOU made you mad!

Staying calm in such situations requires a great degree of MENTAL TOUGHNESS.

If you know me, you know I love hockey. Allow me to share an example of mental toughness from the world’s greatest sport.

Turn on any NHL hockey game and watch what the goalie does when a goal is scored. He will turn around, take off his gloves, lift up his mask, take a drink of water, and shake it off. It’s a ritual that happens with every goalie, every time.

Why? Because the goalies are “washing away” what just happened. They refuse to give in to the negative. They can make the choice to allow that goal to affect the rest of their game or they can choose to say, “It’s over. All I can do is think about the next shot and that’s what I’m going to do.”

This is what we need to do. Do you have someone who’s giving you a bad time? Someone who’s demonstrating an attitude? YOU get to make a choice. Your response is up to you.

Mental toughness is that emotional intelligence that great salespeople possess. It gives them the ability to look at a customer and say, “You can choose to behave however you want, but I can choose to behave however I want. And I choose to behave in a positive manner.”

It only makes sense. If a customer is totally snarky, and the salesperson matches negative for negative, does the customer win? No. Nobody wins! The only possible way to win is to bring that customer up from a negative level to something more positive.

So, choose to stay mentally tough. Choose your responses well. Choose the positive. It’s a win-win.

With MENTAL TOUGHNESS you win the mental game, giving your customer the chance to win the buying game.


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About the Author: Jeff Shore

Jeff Shore

Jeff Shore is the Founder and President of Shore Consulting, Inc. a company specializing in field-tested and proven consumer psychology-based sales training programs.

Jeff is a top-selling author, host of the popular sales podcast, The Buyer’s Mind, and an award-winning keynote speaker. He holds the prestigious Certified Speaking Professional designation from the National Speakers Association and is a member of the NSA’s exclusive Million Dollar Speaker’s Group.

With over 30 years of real-world, frontline experience, Jeff’s advanced sales strategies spring from extensive research into the psychology of buying and selling. He teaches salespeople how to climb inside the mind of their customers to sell the way their buyers want to buy. Using these modern, game-changing techniques, Jeff Shore’s clients generated over $30 billion in sales last year.