Note: This article is based on a lightly edited transcript of a video conversation. The language has been kept conversational to preserve the speaker’s original tone and flow.
In today’s session on improving mindset and driving better outcomes, we explore how our mindset affects our mental attitude, inclinations, habits, and dispositions.
These internal patterns ultimately determine how we interpret and respond to events, circumstances, and situations.
Mindset shapes how you see the world, both internally and externally. It influences how you think, how you feel, and how you behave. As a result, what you believe directly contributes to your sales manager skills and success or failure in sales.
Whether you’re exploring how to learn sales, seeking formal sales qualifications, or leading a team through a sales training programme, the mental approach you take shapes your performance more than any other factor.
If you want to change, that change must begin with your mindset, not just your behaviours. Mindsets drive behaviour, and behaviour influences the results you achieve.
As human beings, we have a unique ability to reflect, to evaluate what has happened, and to consciously choose whether we want to change. No other living being has that capacity. But sustainable change comes from a shift in mindset, not just a change in actions.
Let’s look at some b2b sales examples. You might be managing existing accounts. You might be starting to prospect within a new segment. In either case, the way you’ve operated so far is likely based on your interpretation of your role, possibly in a reactive way: you wait for information, process it, and then follow the established process or playbook.
But if the business now asks you to take a more proactive approach, that’s a fundamental shift. It demands a change in how you perceive your role and how you process and act on information.
Five Critical Sales Mindsets
Before we dive in, let’s briefly revisit what we covered in the Sales Mindset course and B2B sales training —specifically, the five critical sales mindsets.
1. Mutual Value
Value is multifaceted and deeply personal. It’s rarely one-dimensional, especially in sales conversations. In sales training courses, our job is to uncover what clients and prospects value—because we can’t assume we already know. Every individual defines value differently.
From a business perspective, value might mean profitability. But for the individual you’re speaking to, value might mean performing well enough to earn a promotion or bonus.
There are additional layers too, such as supplier or solution value, and the value you, as a provider, bring, which could include your expertise, stability, or reputation.
The key is mutual value. If your actions are solely focused on what you want, you’ll never truly uncover or deliver what your client values. A mutual value mindset is about creating a win-win outcome: it has to work for them and for you.
Sales, at its core, is about helping people and solving problems. If I help my clients succeed, I will naturally succeed—my business wins, my team wins, and everyone grows.
2. No Guessing
This one sounds simple, even obvious—but it’s much harder in practice.
Too often in conversations, we hear familiar words or phrases and think we know what the client means. Our brain jumps to conclusions. Instead of pausing to qualify or validate, we assume we’ve already got the answer.
But this is where mistakes happen. Even if the terminology sounds familiar, we need to ask:
“When you say [X], what exactly does that mean for you?”
“How does that challenge affect your role or your team?”
No matter how experienced you are, you must always validate. Assumptions are shortcuts that lead to misalignment.
Personally, whenever I caught myself thinking “I think I know” in a client conversation, I took it as a signal that I didn’t know—and it was time to ask a better question.
It’s a small internal habit, but it makes a big difference in developing the right sales skills.
3. Differentiation
Differentiation is in the eye of the client. Three key elements create real differentiation: you must be distinct, relevant, and memorable. It’s the combination of all three that sets you apart.
It doesn’t matter what product or solution you’re selling—you are the differentiator. The way you engage with clients, the way you deliver service, and the way you solve problems make all the difference.
I spoke with a client recently in the construction and manufacturing space. They supply glass. One of their salespeople said he calls the delivery site to ask how the glass should be packaged.
It’s a small gesture, but incredibly impactful.
That client told him, “You’re the first supplier who’s ever asked us how we want it packaged.” Everyone else just creates the product and ships it, without considering what happens on-site.
That’s what differentiation looks like—thoughtfulness in service and attention to the client’s experience.
4. Integrity Matters
We’ve all experienced moments where we felt misled or disappointed, and we know when someone isn’t being honest with us.
Integrity means aligning what you think, say, and do. If those things aren’t in sync, people will see through it. The basic principle? Treat people how you want to be treated. This is one of the most essential things we teach in sales academies.
Yes, it sounds cliché. But applying that consistently—in every action, conversation, and decision you make in sales—is harder than it sounds. And it matters.
5. Always Be Learning
This is a foundational mindset. Growth in sales comes from continuous learning about yourself, your clients, your market, and your craft.
Every conversation is a chance to learn something new. Every challenge is an opportunity to grow.
The most successful sales professionals I know never stop learning. They ask questions, seek feedback, reflect often, and stay curious.
Ready to Level Up Your Sales Mindset?
What if the secret to sales success isn’t just tactics, but your mindset?
At LSOS Academy, we help you unlock the mindset that powers top performers with:
– CPD-certified e-learning courses
– Live, interactive masterclasses
– On-demand access to all sessions
Practical Examples for Mindset Shift
So, what does a mindset shift look like in real life? Let’s explore practical scenarios that bring the five critical sales mindsets to life—insights you might encounter in top sales academies and sales training programs designed to develop sales key skills and sales soft skills.
These examples illustrate how the right mindset supports effective sales skills development and the successful application of key competencies taught in sales training courses online or in person.
1. Mutual Value: Focus on the Long Term
As salespeople, account managers, or business development professionals, your focus must be on the long term.
Too often, people get caught up in the “here and now.” You might respond to a client email quickly, but if that’s the extent of your interaction, you’re missing the bigger opportunity.
The mindset shift here is about intent. Are you simply delivering what’s been asked? Or are you trying to build a long-term relationship?
For example, I aim to respond to my clients within two hours. It’s not always easy, but it sets the tone. It shows I care, I’m engaged, and I’m reliable.
Even when I can’t provide a full answer, I’ll acknowledge the email and say, “I’m working on it and will get back to you.” That small gesture builds trust over time.
Think about your behaviour—how often do you ignore, delay, or forget to acknowledge a message? That’s where differentiation begins. Long-term thinking creates stronger, more loyal client relationships. Short-term thinking gets the job done, but rarely builds lasting impact.
2. No Guessing: Shift from Reactive to Proactive
If you view your clients purely as sources of revenue, your behaviour will naturally become transactional. You’ll only respond when something is asked of you.
But if you see your clients as strategic partners, you’ll begin to engage with them proactively, seeking to understand their objectives, challenges, and evolving needs.
We worked with a client whose team was entirely reactive. Their customer service staff waited for requests to come in, then acted. We helped them reframe their mindset, encouraging proactive outreach, curiosity, and ownership.
Instead of just fixing issues (e.g., a missed delivery), they started asking:
- What caused this issue?
- How can we prevent it from happening again?
- Is the current process effective?
- Have we spoken to the right stakeholders?
That’s the shift—from a reactive fix to a preventative, solution-oriented approach. Once you adopt this mindset, it becomes second nature. You stop simply responding—you start anticipating.
3. Always Be Learning: Immersion, Not Just Information
You’re surrounded by data, insights, and resources. But it’s up to you whether you skim the surface or immerse yourself deeply.
Let’s say you manage a territory or a portfolio of accounts. You have two choices:
- Superficial knowledge: You know just enough to complete your tasks.
- Immersive understanding: You stay informed on industry trends, market challenges, client reports, competitive positioning, and more.
That deeper level of knowledge allows you to have richer, more strategic conversations with clients. You’re not just another vendor—you become a partner who “gets it.”
This proactive mindset shift strengthens client trust, enhances your service, and ultimately leads to better outcomes. It takes effort, but it pays off in loyalty, relevance, and results.
4. Success Metrics: Redefining What “Winning” Means
Short-term thinking often focuses only on weekly, monthly, or quarterly numbers—sales volume, revenue, and quotas.
Long-term mindset shifts the focus to more meaningful success metrics:
- Client satisfaction
- Retention rates
- Lifetime value
- Perceived value of service
Why do clients stay even when a competitor offers a better product or price? Because of the relationship and service experience. That’s what long-term thinking is about.
Yes, short-term numbers matter—but sustainable success is built on trust, value, and experience.
5. Mindset Drives Everything
Ultimately, your mindset shapes your behaviours, and your behaviours determine your results. If you’re not happy with the results you’re getting, start by reflecting on your actions. Then, go deeper and question the mindset behind those actions.
Let’s say your manager asks you to adopt a new approach. If you don’t understand or agree with the “why” behind it, you won’t fully embrace it. True, lasting change only happens when it’s aligned with your internal belief system.
To change behaviour, you first need to change how you see.
One final, more provocative example: think about a polarising public figure like Donald Trump. Most people don’t feel neutral about him—you either support him or oppose him.
Why is that? Because your mindset—shaped by media, personal values, and experiences—frames how you perceive his actions. But true objectivity would require stepping back and asking: What don’t I know? Could there be another perspective?
This doesn’t mean agreeing—it means understanding that our beliefs influence our judgments. The same applies in sales. If you want to shift from being reactive to proactive, you need to change how you interpret your role, your clients, and the problems you solve.
Strategies for Changing Mindset
How can you change your mindset?
First, don’t get stuck in default mode. Just because you’ve always done something a certain way—or because your boss or organisation says, “That’s how we’ve always done it”—doesn’t make it right.
If something doesn’t feel right or if you disagree with it, question it. Challenge it. And if you don’t understand the reasoning behind it, change the way you approach it—because ultimately, you are the one doing the work.
Sales is personal. It’s about you—your mindset, your approach, your integrity. And if something doesn’t align with who you are, it won’t feel authentic. So make sure you’re comfortable with how you’re responding to the situation.
Remember, you always have a choice:
- You can be reactive or proactive.
- You can be short-term focused or long-term oriented.
- You can be transactional or strategic.
Every action you take stems from a mindset. If you want different results, you have to shift the way you think about the situation.
1. Ask Better Questions
One of the most effective ways to shift the mindset is to question and challenge, starting with yourself.
When someone says, “We need to do this,” don’t blindly accept it. Ask:
“What’s the objective behind this?”
“Can you help me understand the purpose?”
This isn’t about being difficult—it’s about gaining clarity. The more you understand the “why” behind a task, the more intentional and aligned your actions will be.
Without understanding, you’re just following instructions on autopilot. When you connect action to purpose, your behaviour and results become much more meaningful.
2. Get Comfortable Being Uncomfortable
Growth doesn’t happen inside your comfort zone. The most powerful mindset shift is this: Get comfortable with being uncomfortable.
Change is difficult. It’s messy, unfamiliar, and often unsettling. But that’s where growth happens. When you’re challenged—when you’re forced to think differently—you’re expanding your capability and evolving.
It’s not always enjoyable. But it’s necessary.
3. Seek First to Understand
As Stephen Covey wrote in The 7 Habits of Highly Effective People: “Seek first to understand, then to be understood.”
This mindset is key to growth in communication, leadership, and sales. Instead of rushing to explain your viewpoint, listen—listen—to others. Try to understand their perspective before offering your own.
This doesn’t mean you agree with everything—it just means you’re open to learning. And that openness builds trust, respect, and better outcomes.
I’m happy being the least knowledgeable person in the room—because it means I get to learn. That mindset allows me to ask better questions and grow faster.
Final Thoughts: Three Key Takeaways
Your mindset shapes how you make sense of the world. It influences how you think, feel, and behave—and ultimately, the sales skills required and results you achieve.
To create meaningful change, mindset comes before behaviour. You can follow orders, but true alignment only happens when your mindset supports the actions you’re taking—whether you’re honing your sales assistant skills, developing sales people skills, or advancing through a sales academy training program.
Seek first to understand. The more perspectives you explore, the more effectively you can communicate, influence, and grow. This is at the heart of effective sales skills training and the foundation of any reputable sales academy.
Transform Your Mindset, Transform Your Sales Career
Your mindset shapes your behaviour and the sales skills required to succeed. Whether developing sales assistant skills or advancing with sales academy training, true growth starts inside.
At LSOS Academy, our sales skills training helps you communicate better, influence more, and grow.
Ready to unlock your potential?
