Simple Secrets for Using the Power of Positive Affirmations to Supercharge Your Sales Success

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Since Ruth Fishel published her classic book, Change Almost Anything in 21 Days,” the power of using positive affirmations has gained much attention.  We now know from the rich research conducted in the field of Cognitive Behavioral Therapy (CBT) that our belief systems and the thoughts connected with them drive our success or failure.

Much outcome research has been conducted with sales professionals. Why do some sales professionals get overwhelmed and flee the profession within a year, while others flourish and continue to build successful careers?  The answer lies in the self-talk habits that sales professionals bring with them when they first enter the profession and continue to use as they adapt to the stresses and strains of selling as a career.

What Are Affirmations?

Affirmations, positive or negative, are the statements we make to ourselves, based on how we interpret the situation in which we find ourselves at the moment.

All too often, our affirmations are negative and self-defeating, such as “That client said ‘no’ to the sale because I screwed up.”

Such a negative affirmation will produce serious damage to the sales professional’s confidence and self-esteem, thus leading to more “failed sales attempts,” and a self-fulfilling prophecy of feeling hopeless and helpless results in continual selling failures.

The good news is that we have choices in the types of affirmations that we say to ourselves, and positive affirmations said consistently can have powerful benefits, both in career success and even your health.

World-renowned experts, such as Dr. Bernie Siegel and Dr. Martin Seligman, the father of the Positive Psychology Movement, point to many cases of people overcoming devastating illnesses, using positive thinking, including repeating positive affirmations.

Dr. Seligman sites 40 years of his own research connecting sales success with affirmations that sales professionals use to maintain an attitude of optimism and gratefulness, discarding “failed” sales as flukes and focusing on the next sales opportunity.

5 Characteristics of Successful Affirmations

1. They must be positive.

The verbiage must always be positive. For example, saying, ”I am confident about my sales skills” is much better than saying “I no longer doubt myself in terms of my sales skills.”

2. The must be said with passion and gusto.

When we believe that our affirmations are true and in the present, and we repeat them with power and energy, we begin the process of conditioning our subconscious minds to actually strive toward making these beliefs true in the present.

Affirmations must be given more than lip service. When you say it with conviction, feel it by visualizing it as real, and let the wonderful feelings of having already accomplished this, then you re-program your mind and your body to accept it as part of the new you.

“I know that what I have to offer my customers will absolutely impact them in a positive way and they will thank me over and over for providing these products (or services) to them!”

3. They must be said in the present moment.

Our subconscious minds do not know whether something is happening in reality or in our minds. For example, if you close your eyes and visualize holding a half of a lemon and see yourself taking a juicy bite out of it, you will salivate, as your subconscious mind believes this visualization is in fact really happening.  Our bodies respond to what we think about just as if it were actually happening at that moment.

So, with affirmations, be sure to state them in the most positive way and as if they are happening and real, right now. Even if you don’t know who your next prospect is, state it as if you have already met this potential customer:

“I know exactly how my product (service) will benefit this customer and if I were this customer’s best friend, I know exactly what I would say right now to convince him to buy.”

4. They must be realistic.

Giving yourself unrealistic affirmations sets you up for frustration and disappointment. Positive affirmations should reflect views of yourself and your success that are truly possible, not only in your fantasies.   For example, I cannot realistically affirm that I am becoming a famous actor or athlete, but I can affirm that I am a terrific psychologist and mentor for sales professionals.

5. They must be personal.

We can only make affirmations about ourselves, not what we want other people to be.  So, give yourself affirmations about your success as a sales professional, living out your career goals in the present.

A wonderful example of using a positive affirmation to explain ones’ success, despite missed opportunities in the past, is this quote from Michael Jordan:

I have missed more than 9000 shots in my career.  I have lost almost 300 games.  On 26 occasions I have been entrusted to take the game-winning shot and I have missed.  I have failed over and over again in my life.  And that’s precisely why I succeed!”

How to Get Started Using Positive Affirmations

  • Use your computer desktop to post your affirmations and repeat them at least 10 times a day, rotating new ones weekly
  • Use sticky notes posted on your bathroom mirror so you will begin to repeat your affirmations while brushing your teeth or brushing your hair
  • Use more sticky notes on your refrigerator, your car visor, or other places that you frequent daily
  • Use affirmations as mantras to use during meditation, while engaged in yoga and while conducting mindfulness exercises

The key to success is repetition and, as Ruth Fishel has shown, if you are consistent, you can change your life and your success in as little as 21 days!

Dr. Jack Singer


Author and professional speaker Dr. Jack Singer is a licensed Clinical, Sports and Industrial/Organizational Psychologist, author, trainer and consultant. His expertise includes a Doctorate in Industrial / Organizational Psychology and a Post-Doctorate in Clinical / Sports Psychology.

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