10 Keys That Will Up Your Attitude And Your Sales

(By Loyd Ford) With so much attention being paid to the future of all jobs with AI and fast-moving technologies, it’s tempting to forget about the role that attitude and mindset play in a person’s ability to sell effectively. Sales is not just about pushing products or services onto customers; it’s really about the ability to build relationships, understand needs, see beyond what a client or potential client is saying, and provide solutions for what they really worry about. What are the areas a radio seller can focus on to sharpen their abilities and turn opportunities into more sales through sharpening their attitude?

Positive Attitude: How you see the world is often as important as what is happening. A positive attitude can be contagious. When a salesperson is enthusiastic and optimistic, it can create a passionate, engaging experience for the customer. People are generally more inclined to buy from someone they perceive as confident and genuinely interested in helping them.

Resilience: Rejection is part of every sales job in the long history of Earth, and it can often be demotivating. However, purposefully creating a resilient mindset allows salespeople to bounce back from rejection, learn from it, and continue pursuing opportunities. You see this in some sellers who have the ability to take absolutely nothing personally. A resilient salesperson doesn’t get discouraged easily and keeps pushing forward often expecting ebbs and flows in the action (including people saying no before they say yes).

Empathy: This isn’t just listening. Having an empathetic mindset means genuinely understanding the customer’s needs, challenges, and emotions. When a salesperson can put themselves in the customer’s shoes, they can tailor their pitch and solutions that are more connective to the customer. Customers are more likely to buy when they feel heard and understood.

Problem-Solving: A salesperson with a problem-solving mindset doesn’t just sell products; they provide solutions to the customer’s problems or pain points. They look for opportunities and match a product solution to that pain. This approach is more consultative and customer-centric, which often leads to higher sales and deeper long-term relationships.

Adaptability: Ah, the ability to bend and pivot. The obstacles a seller faces today are constantly evolving, and a flexible mindset is crucial to move with experiences. Salespeople need to adapt to changing customer preferences, market conditions, and technologies. Being open to change and new strategies often gives you a competitive edge.

Confidence: We are in the humble confidence business. Confidence in yourself, your product or service, and your company are among the most powerful selling tools you can have today. People can sense confidence and confidence instills trust in the customer. That sense of confidence can also make them more comfortable making a purchase decision.

Goal-Oriented: Constantly setting goals slightly outside your comfort zone and reaching for that next level has never been more important. A goal-oriented mindset helps salespeople stay focused on their targets and objectives. It gives them a sense of purpose and motivation, which can drive them to take consistent action and work towards achieving their sales goals. I underlined that last part because taking consistent action is the chief way to propel your sales forward (I call this “Time Spent Selling” and there is nothing like growing the amount of time you sell vs. all the other crap a seller “has to do”)!

Continuous Learning: Does it seem like this comes up a lot? That’s because this 21st Century radio business is about knowing what is here and what is coming. Successful salespeople have a growth mindset and are always looking for ways to improve their skills and knowledge. They stay updated on advertising trends, sales techniques, and product information, which enhances their credibility and effectiveness.

Honesty and Integrity: Without this, you are nobody. An ethical mindset is essential in sales because you are not selling only a one-time transaction; you are relationship-building. Building trust with customers through honesty and integrity is key to long-term success. Misleading or unethical behavior may lead to short-term gains but can damage your reputation and ruin relationships in the long run.

Customer-Centricity: A customer-centric mindset puts the customer’s needs and interests at the forefront. Salespeople who prioritize the customer’s satisfaction over making a quick sale are more likely to build loyal, repeat business. Again, a deep relationship is what you want over a one-time transaction.

How we see the world is just as important as what is happening. Our attitude you’ve heard creates our altitude. A positive attitude and the right mindset are foundational to successful selling. They not only influence how customers perceive you but also determine your ability to solve problems, adapt to changes, and ultimately achieve your sales objectives through building strong relationships in your market. 

One last thing. Developing and maintaining a positive, customer-focused mindset is a continuous process that can significantly impact your effectiveness as a salesperson and help you build a career that simply grows while others struggle week to week.

Loyd Ford is president and chief strategic officer at Rainmaker Pathway Consulting Works (RPC). They help local radio with ratings and revenue. Reach him anytime at 864.448.4169 or [email protected]. Read Loyd’s Radio Ink archives here.