What do you do when your sales goals are not being met despite having gone through a sales training and coaching program? This is a situation that nobody wants to be in.

Sales performance suffers when your identity is inconsistent with your role as a salesperson. Being inconsistent could be a temporary problem, and if you are currently experiencing this, you will urgently want to fix it. Lack of conscious identity can attract sales inhibitors such as low self-esteem and low self-confidence.

In contrast, salespeople who have built a strong identity combined with sales competition often become the top sales producers.

So what is identity?

Identity is who you think you are, the way you think about yourself, the way the world sees you, and the characteristics that define you. He is the type of salesperson who has the qualities to do what it takes to achieve the desired results. This may seem like a simple thing to do, but it is far from it.

The reason is that identity is internal and therefore unconscious, so behaviors, whether effective or not, are unconsciously reflected in the external world. That is why if a salesperson has low self-esteem, and from experience some are good at hiding it, no amount of sales training will solve the problem. For example, business development skills are not applied after the course. When questioned excuses are used and are not limited to “I’m too busy managing accounts … I haven’t had time.”

Your current success or lack of it reflects your identity, so what have you been telling yourself about yourself and others?

If you’re not getting the results you want, start by being your best friend. Visualize being the person who already has the new identity, including how you feel when you are in various sales situations. Your emotions are the key to developing and enclosing your new identity. Find a quiet place at least twice a day and go through the process.

Your thoughts are very likely to give you reasons to abandon the impending changes: “This feels uncomfortable, so it can’t be right … Even though I haven’t been doing it right, I’m fine.” Don’t listen to thoughts and feelings that try to get in the way of your journey. This is a natural reaction of your subconscious mind. You don’t like change. As the old identity is replaced, the anxiety collapses as the new identity grows stronger.

The good news is that once your subconscious mind has accepted the change, there is no going back. You will embrace change and help you achieve your goals. However, in the short term it will require repetition, repetition, repetition and patience.

So what identity are you going to create?