3 Mindset Shifts You Need To Master Sales Conversations


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Running successful sales conversations can be a challenge even for high-level coaches who’ve closed hundreds of thousands – even millions – in sales.

Things get even more complicated if you feel you absolutely have to make the sale to pay bills, the rent and everything else.

When this happens, the chances of you losing that all-important sale go way up.

I’ve worked with coaches at all levels and from just about every part of the world and I can tell you this with confidence …

Every one of your sales conversations is “won” or “lost” inside your mind.

When you have fear, anxiety, and self-doubt coloring your perception, you will lose that sale.


The single most important thing you can do to master sales – specifically sales conversations – is to transform your views and beliefs about selling.

These 3 mindset shifts will help you see sales conversations in a brand new light.

Embrace these shifts and you’ll easily inspire ideal clients to purchase your coaching services and products. You might even start to enjoy the act of selling.

Shift #1: Forget the Sale

One of the biggest mistakes coaches make during a sales conversation is to focus on the sale. This creates fear and anxiety like nothing else can.

So, what should you focus on instead?

You might think you need to put all of your attention on your client. Good answer but incorrect.

The most powerful thing to do is to concentrate on the overall impact you’ll create when you start to serve this client and the next and the next and the next…

You became a coach to serve and to create transformations for more than one person. You want to have a positive impact on as many people as you can reach.

If you’re like most coaches I know, you want to do work that matters. You want to change lives.

That’s what every single sales conversation is about. You’re taking a step toward that dream of making a difference.

Imagine this: Take 5 minutes before every sales conversation and imagine what it would be like if you could serve millions of people at your highest level. Imagine the impact you can create. Can you picture it? Now hold on to that. This is the energy and the mindset you need for successful sales conversations.

Shift #2: There is No Fear

Fears arise because we care. We want to help others.

We want to grow a successful, profitable coaching practice.

Where there is desire, there is fear.

Fears are natural but they’re deadly.

Fear kills success in sales faster and more efficiently than anything else.

I’ve seen less naturally gifted coaches move ahead of absolutely brilliant coaches because they’ve worked hard to cultivate a sense of fearlessness around selling.

Here’s what happens when you approach your potential client minus your fears.

You’ll be focused. You’ll be confident. You’ll be certain. You’ll be passionate.

You won’t have that nagging inner voice that says, “The client doesn’t like me”,

or “I don’t know what I’m doing”,

or the always popular, “This program/product/service is too expensive. I can’t sell this!”

What I’m about to say might seem a little “out there” but keep an open mind…

Fear is contagious.  When you feel fearful, your client will pick up on this on a subconscious level.

And this is usually the real reason they don’t buy from you.

They can feel your fear.

Ask yourself this: would you purchase anything from a fearful salesperson? A house? A car? Even a bottle of perfume?

As a coach, you must give your clients a reason to feel confident in you, your skills, and your expertise.

They need to know you can guide them to success. They need to know you’ll be there to support them whenever they need you.

You can’t convey this level of confidence if you’re coming from a place of fear.

Write this: Reflect on this question: what would you do differently in your next sales conversation, if you had no fear? Write the action steps that come to mind and take these actions in your next sales conversation.

Shift #3: Selling Isn’t Natural

Unlike breathing, we aren’t born knowing how to sell. This may seem obvious but too often, we forget this simple yet powerful truth.

Some people may have a natural ability to sell but even the most gifted salesperson has to learn how to do it well.

Selling is a skill.

And this means that with practice, you can master sales conversations — even if you think you are the worst salesperson you’ve ever known.

I’m not saying it will happen overnight. I’m not saying it’s going to be easy. I’m saying it can be done and it’s actually a lot less complicated than you think.

The key is to keep practicing and to look for opportunities to fine-tune your selling skills.

There are excellent books, programs and courses focused on teaching people how to sell.

These great resources will allow you to cut down on your learning curve and accelerate your selling skills.

Try this: This week, set aside 60 minutes to research great books, seminars, courses, or programs that will help you uplevel your selling skills. Extra points if you find one that’s designed for coaches.

Yes, it would awesome if we lived in a reality where clients magically appear and we never need to sell. Ever.

But we don’t live in that reality. We live in a real-world where sales conversations must happen.

The smartest thing to do is to set yourself up for success.

These 3 powerful mindset shifts will go a long way to help you master — and close — just about every sales conversation you have.

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About The Author

Ajit Nawalkha

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Ajit Nawalkha is the Co-founder of Evercoach. He is passionate about disrupting industries and creating positive change. Ajit is a business coach himself.

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