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What Is A Sales Mindset?

Before we come to a Sales Mindset I think it important that we connect to the importance of mindset in many aspects of attainment, success and satisfaction.

Mindset refers to the way people think about their abilities, potential, and the world around them. It can have a significant impact on success in various aspects of life, including sports, business, and personal growth.

Here are some reasons why mindset is important in these areas:


A positive mindset can make all the difference when it comes to achieving let’s say, athletic goals. An athlete who believes in their abilities and approach training and competition with a growth mindset is more likely to push themselves to new levels and overcome obstacles. Similarly, an athlete who has a negative mindset or fixed beliefs about their abilities may hold themselves back and limit their potential for growth and success.


Mindset can also have a significant impact on an individual’s overall well-being and personal growth. A growth mindset can help individuals overcome obstacles, learn from mistakes, and achieve their goals. On the other hand, a fixed mindset can lead to stagnation and a lack of progress, as individuals may not be willing to take risks or try new things.


In the business world, mindset can play a crucial role in an individual’s success. An entrepreneur who has a growth mindset is more likely to take calculated risks and bounce back from failure, which can ultimately lead to greater success. Additionally, individuals with a growth mindset are more likely to seek out opportunities for learning and development, which can help them stay competitive and adapt to changing market conditions.

Overall, having the right mindset is essential for achieving success and personal growth in various areas of life.

You therefore can see and I’m sure, can draw on personal experiences, that it’s essential to cultivate a positive and growth-oriented mindset to achieve success in life, sports, and business.

What is a sales mindset?

Ok, with that backdrop, let’s move forward to What Is A Sales Mindset?

I’ve been wrestling for a number of years with the challenge to articulate just what is a Sales Mindset because I believe it’s a key component to sales success. When I mention success, that is success in its broadest sense.

I have observed the importance of Sales Mindset in front-line sales professionals, mid-level Sales Managers and senior Sales Directors.

I believe it can be captured and articulated in these five mindsets:

  • A Solution Focused Mindset
  • A Customer-Centric Mindset
  • An Emotionally Aware Mindset
  • An Adaptable Mindset
  • A Long-Term Thinking Mindset

Let’s now take some time to walk through each of these mindsets that if considered will make your approach to B2B Sales more rewarding and undoubtedly deliver greater success.

A Solution Focused Mindset

In B2B sales, it’s easy to get bogged down by challenges and obstacles. Prospects can be hard to reach, objections can be difficult to overcome, and competition can be fierce.

But a solution-focused mindset can help you to approach these challenges with a positive and proactive attitude, leading to numerous benefits.

A solution-focused mindset can help you to be more adaptable and flexible in your approach. Instead of relying on a one-size-fits-all sales pitch, you can tailor your message to meet the specific needs and challenges of each prospect. This can increase your chances of success and make you more valuable to your clients.

A solution-focused mindset can help you to build stronger relationships with clients. By focusing on solutions rather than problems, you can position yourself as a trusted advisor and problem-solver. This can lead to greater loyalty and more repeat business in the long run.

A solution-focused mindset can help you to stay motivated and resilient in the face of rejection and setbacks.

By focusing on the solutions and opportunities that are available, rather than dwelling on the challenges and roadblocks, you can maintain a positive attitude and keep pushing forward.

So if you’re a B2B sales professional struggling to meet your targets, consider adopting a solution-focused mindset. It could be the key to unlocking your full potential and achieving greater success in your sales career.

A customer-centric mindset

A customer-centric approach is all about putting the customer first and making their needs and goals your top priority.

By doing so, you can create a more meaningful and personalised sales experience, which can lead to increased customer loyalty, repeat business, and referrals.

In B2B sales, a customer-centric mindset is particularly important because the sales cycle is typically longer and more complex than in B2C sales.

Taking the time to truly understand your customer’s pain points, goals, and challenges can help you tailor your sales pitch to their specific needs and build a stronger relationship with them over time.

Some of the key benefits of a customer-centric mindset in B2B sales include:

  • Increased customer loyalty: When customers feel like they are truly valued and that their needs are being heard and addressed, they are more likely to remain loyal to your brand and continue doing business with you.
  • Higher conversion rates: By tailoring your sales pitch to the specific needs of each customer, you can increase the chances of closing the deal and turning leads into customers.
  • Improved customer satisfaction: When customers feel like they are being listened to and that their needs are being met, they are more likely to be satisfied with their purchase and recommend your brand to others.
  • Stronger relationships: A customer-centric mindset can help you build stronger, more meaningful relationships with your customers, which can lead to more opportunities for cross-selling and upselling in the future.

By putting the customer first and making their needs and goals your top priority, you can create a more personalised and meaningful sales experience that can lead to increased customer loyalty, repeat business, and referrals.

Read: Are You Fishing In The Right Pond

An emotionally aware mindset

We’ve written before in our book Modern Sales Leadership about how sellers and sales leaders who strive to balance EQ and IQ make the best B2B sales professionals.

The more I think about this statement the more important I believe EQ becomes in this area of Sales Mindset and sales success.

Have you ever considered the benefits of an emotionally aware mindset in your sales approach?

Here are a number of reasons why emotional intelligence makes a big difference in your sales success:

  1. Improved communication: When you are emotionally aware, you are better able to understand your client’s needs and communicate with them in a way that resonates. By showing empathy and active listening, you can build a stronger relationship with your clients.
  2. Enhanced problem-solving: By understanding the emotional context of your client’s needs and concerns, you can provide more personalised solutions that meet their specific needs. This can lead to more successful outcomes and happier clients.
  3. Increased resilience: Emotionally aware salespeople are better equipped to handle rejection and setbacks. By being aware of your own emotions and those of your clients, you can more easily navigate challenging situations and move forward with confidence.
  4. Building trust: Trust is a critical component of any successful B2B sales relationship. By being emotionally aware, you can build trust with your clients by demonstrating that you understand and care about their needs and concerns.

By developing an emotionally aware mindset, you can enhance your sales approach and build stronger, more meaningful relationships with your clients.

An adaptable mindset

In today’s fast-paced business world, things change quickly.

We see this clearly in how buyers want to engage with us. This constantly changing and fast-moving digital and technology-based approach to research and a preference for self-serving.

Read: The Digitalisation of the Sales Process

To be successful in B2B sales, you need to be able to adapt to changing circumstances, and an adaptable mindset is key to achieving this.

Here are just a few of the benefits that an adaptable mindset can bring to your B2B sales career:

  1. Increased Resilience: When you are able to adapt to changes, setbacks, and unexpected challenges, you build resilience. This means that you are better equipped to handle the ups and downs of the sales cycle, and you can stay motivated and focused even when things don’t go according to plan.
  2. Improved Problem Solving: Sales is all about solving problems for your clients, and an adaptable mindset can help you come up with creative and innovative solutions to even the most complex challenges. By staying flexible and open to new ideas, you can find ways to meet your client’s needs that your competitors may not have even considered.
  3. Stronger Relationships: When you are adaptable, you are better able to understand and respond to your client’s changing needs. This helps to build trust and credibility, which can lead to stronger and more lasting relationships with your clients.
  4. Greater Success: Ultimately, an adaptable mindset can help you achieve greater success in B2B sales. By staying nimble and flexible, you can seize opportunities, overcome obstacles, and close more deals.

Start working on cultivating a mindset that’s open and embracing of challenge and change. One thing is for sure, it will be a constant in your professional life.

Long-Term Thinking Mindset

Are you tired of the constant pressure to meet quarterly targets and short-term revenue goals?

Sometimes that pressure is a consequence of thinking short-term and not adopting a longer-term mindset in your sales strategy?

Research has shown that taking a long-term approach to B2B sales can have numerous benefits, including:

  1. Building stronger relationships with clients: By focusing on the long-term success of your clients rather than just making a quick sale, you can establish a deeper connection with them and become a trusted partner in their business.
  2. Creating more predictable revenue streams: Rather than relying on short-term sales spikes, a longer-term strategy can help you establish more stable revenue streams that are less susceptible to fluctuations.
  3. Increasing customer loyalty: When you prioritise the long-term success of your clients, they are more likely to remain loyal to your business and recommend your services to others.
  4. Fostering a culture of innovation: Taking a long-term view can encourage you and your team to think creatively and develop innovative solutions to meet the evolving needs of your clients.
  5. Improving profitability: A longer-term sales strategy can help you identify areas of opportunity and focus on delivering high-value solutions to your clients, which can ultimately lead to increased profitability for your business.

It might be time and helpful to shift your focus to the long term. Start by setting goals that prioritise the success of your clients, and work to develop relationships that are built on trust, transparency, and collaboration.

Let’s embrace the benefits of long-term thinking and drive sustainable success for ourselves and our clients!

Read: Prioritise Your Sales Activity

Summary and Take Aways

Well, there you have my current thoughts on the topic of Sales Mindset. Let’s just summarise them for you so you can easily take them away.

  1. Solution-focused mindset: In B2B sales, the key is to understand the customer’s pain points and offer them a solution that fits their needs. Rather than just selling a product, a solution-focused mindset allows you to provide value to your customers by addressing their challenges and helping them to achieve their goals.
  2. Customer-centric approach: Putting the customer at the centre of your sales process is crucial for success. This means taking the time to understand their needs, their decision-making process, and their priorities. By truly listening to your customers, you can build trust and establish a relationship that will last beyond the initial sale.
  3. Emotional Awareness: Emotional intelligence is the ability to recognize, understand, and manage our own emotions, as well as the emotions of others. In B2B sales, this can help you to build rapport with potential customers, understand their motivations, and respond to their needs in a way that builds trust and credibility.
  4. Adaptability: The B2B sales landscape is constantly changing, and being able to adapt to new challenges and opportunities is key to success. This means being flexible, open-minded, and willing to continuously learn and improve. Whether it’s adopting new technologies, adjusting your sales approach, or simply staying up-to-date on industry trends, being adaptable will help you to stay ahead of the competition.
  5. Long-term thinking: B2B sales often involve longer sales cycles and larger deals, which means that a long-term perspective is essential. Rather than just focusing on the short-term goal of closing a sale, it’s important to think about how you can continue to add value to your customers over time. Building strong relationships and providing ongoing support will help you to establish yourself as a trusted partner and increase the likelihood of repeat business.

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