Dear Colleague,

I know five truths about being in sales at this point in history. Actually I know more, but of the five really important things, Truth #4 is a dirty little secret that you may unknowingly be participating in this very moment.

I want to dispel that dirty little secret. I may tick you off unmercifully, but I don't mean to.

As you know, most of my work is with the Housing/Real Estate industry and related industries. Even if you are not part of these industries, I will bet you a Starbucks Grande Soy Caramel Macchiato Upside down that your industry is participating in this dirty little secret as well.

In fact, if you have an emotional reaction to this little secret, then it probably applies to you. I know this, because many years ago, it applied to me as well.

Truth #4: The dirty little secret is that most sales people will not, do not, cannot own up to their sales identity.

Be as candid with yourself as you will allow. Take a look in the mirror and answer these questions...Do you truly consider yourself to be a bona fide sales professional? Are you proud to call yourself a salesman/saleswoman? I mean really proud.

How would you know? Do you prefer to think of yourself as a "New Home Consultant", an "Account Representative", a "Design Advisor", or a "Customer Service Steward"?

You pick the pseudonym. It doesn't matter. There are hundreds of fancy little cliche's assigned to sales people, all in an attempt to soften the reality that YOU ARE IN SALES.

Why is this important? I will answer by illustration. In late 1997 I decided to train for and run my first marathon. 26.2 miles is a long freaking way for the human body to run. I was struggling in my training. I was constantly fatigued. I was making excuses why I couldn't increase my training mileage. Then a friend pointed out to me that perhaps, just perhaps I was not mentally taking on the identity of a marathon runner. In fact, he was absolutely correct. I was "in training". I was "working toward" running a marathon. I was "getting in better shape". I had many cute little colloquialisms that were not really serving my goal.

Until...I got real with myself and said, "I AM a marathon runner." Though I had not crossed a single finish line yet, the moment I owned up to this newly formed identity, something in my brain clicked. It is amazing what can go on in that six inch space between your ears. I have now completed five marathons and thirteen half-marathons. Go figure. And my body is built more like a defensive tackle than a sleek marathon runner. Go figure again.

The answer was so simple that it almost seems sophomoric to consider. Yet it works.

If you don't own up to your professional role, how can you really expect the sales success you deserve? I am talking about an identity. Do you think your perception of your career will influence your earning potential?

Don't even tell me for one moment that the marketplace will reject you if you call yourself a sales person. Don't tell me that sales people have a less than reputable perception and that is why you call yourself an "Advisor" or "Consultant".

In this area, the only perception that matters is your own. The moment you take complete and harmonious ownership of your professional role as a sales person, your sales will increase dramatically.

That's the dirty little secret of Truth #4. Stay tuned for more truths.

PS. If you think you may have some reluctance to prospecting or making sales calls because you are not owning up to your role as a professional sales person, send me a note and we can discuss this on the phone. I will give you a free twenty-minute coaching session on how to assess and overcome it.

PSS. Go sell something and see how it works.

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