Sales Training Weekly: The Inner Demons of Sales | 士丹利周

Why does the pressure keep building, and how do the “inner demons” of Sales quietly creep in? Why do negative thoughts push Sales professionals into victim mode? How can you break through bottlenecks and cultivate a positive mindset for success?

Many sales professionals hit a plateau after working in the same role for about three years. Eventually, they choose to leave and join another company, continuing their career in Sales. Unfortunately, this pattern often repeats itself — switching jobs every two or three years but only making lateral moves. At each new company, they start over as a rookie. By the time they’re in their forties, they remain “newcomers” in the sales field.

Having spent decades in Sales, I’ve personally experienced similar mental struggles — what I call the “inner demons of Sales.”

Here, I’m referring specifically to B2B Sales. Unlike B2C Sales, where the focus is on individual consumers, B2B involves businesses or corporations as clients. B2B Sales requires tremendous patience because building relationships with clients often takes countless meetings and communications. Moreover, B2B Sales must deliver tailored products or solutions that meet the client’s specific needs to close deals. The process is typically longer and more complex, demanding a wider range of skills.

When someone first starts as a Sales professional, everything feels exciting. From the products to the company strategies, they have high expectations. They believe their products are the best and can’t wait to meet clients.

In the first year, often described as the honeymoon phase, the company provides extensive training, and managers and colleagues offer plenty of guidance. Clients are usually more accommodating to newcomers, and targets are set relatively low, making success seem within easy reach.

However, entering the second year, targets increase, managerial support decreases, and client demands grow. Work starts to feel more challenging.

By the third year, the pressure mounts further, and poor performance can take a toll. This is when the “inner demons of Sales” quietly appear.

Common signs of these “inner demons” include:

“Clients don’t want to meet me. No matter how many visits I make, it’s useless.”
“Our products are too expensive and not competitive at all.”
“The targets are set too high — it’s impossible to achieve them!”
“My manager is unfair. My colleagues’ targets are much lower than mine.”
“The market is terrible, and clients just don’t want to spend money.”

These negative thoughts drain motivation, convincing Sales professionals they’ve done their best and further effort is futile. As this mindset persists, they fall into “victim mode,” where escaping the situation seems like the only option.

In reality, overcoming the “inner demons of Sales” isn’t as hard as it seems. Based on my experience, regularly ask yourself: “Have I done my best?” If there’s room for improvement, act on it immediately and keep progressing. This approach helps sustain a passion for Sales and builds the courage to face new challenges.

For Sales professionals, maintaining a positive mindset is essential. Learn to enjoy the journey and the process — it will push you to practice consistently and hold yourself to high standards. If you love your work and treat it as a source of joy, it becomes paradise. But if you feel crushed by performance pressure, it turns into a living hell.

In the next “Sales Weekly,” I’ll share common mistakes Sales professionals make, helping you identify areas for improvement and embrace continuous learning and growth.

If you’re feeling stuck and overwhelmed by these “inner demons,” don’t lose hope — there’s always something you can do. Stay tuned!

27/1/2025–2/2/2025