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It’s a well-used phrase “happy people sell”. I use it a lot myself. but finding facts to support the validity of the claim are somewhat of a challenge.

Google-it. You’ll find Nev Wilshire from BBC’s The Call Centre. “Tidy darts” from the maverick boss from Swansea but I’m looking for science.

Shawn Achor, a 12 year veteran of Harvard University, owner of one of the most popular TED Talks of all time with over 13m views and one of the world’s leading experts on the connection between happiness and success, is onto something. His research shows that our brain operates more effectively and efficiently when we’re in a positive state. He claims we are 31% more productive when positive than if we were in a negative, neutral or in state of stress.

This data links nicely to one of my favourite Sales guru’s, Bill Brooks. He promotes that successful sales professionals are those that recognise “it’s an inside job”. By this he means that having the ability to use cognitive skills to create advantage in the sales environment, is something that’s within your control. I totally agree with Bill. As a twenty year sales-pro myself, here are just two of the Sales Psychology competencies I teach clients which helps explain how ‘happy people sell’…


– noun, an acceptance that something exists or is true

What you believe to be true about yourself will go a long way towards determining your level of self-belief. Consequently, one rejection in an otherwise productive day and the self-talk conversation on the drive home will more likely be about the ‘one that got away’ re-confirming that you’re no ‘Wolf of Wall Street’.

It’s just ‘normal’ to focus on the bad stuff isn’t it. But what about the vast majority of what you do each day which is actually pretty damn good? Why not use that evidence to increase your level of self-belief and grow your confidence?

Action: Get yourself a note book and write down twenty things you’ve achieved and that you’re proud of in your career. Think about the big deals you’ve closed. The testimonials from customers. The times you persisted and ‘stayed in the sale’ to help someone buy.

Writing it down feels good doesn’t it. Keep adding to your journal every time you achieve and very quickly you’ll start to see real-time and growing evidence which gets you valuing your achievements rather than ignoring them. Beginning your day reflecting on your entries starts you at ‘9 out of 10’ and puts a smile on your face. You’ll develop a swagger in your stride and will introduces a level of self-belief that will drive really effective sales behaviour.


– noun, the quality of being easy to see

Ask any sales professional about their biggest challenge and ‘prospecting’ is bound to be near the top.

There are many methods I use when we teach delegates at my Clarity workshop but I want to focus on just one; The Reticular Activating System. The RAS is a part of the brain which, amongst other things, is responsible for commanding your attention. For example, when you decide you want to buy a new car and get clear on the make and colour, you can’t stop seeing that model everywhere you drive! That’s not some elaborate marketing trick designed to get you to buy, those cars have always been there! The thing is, up until the time you decided on the car you wanted, your RAS had been responsible for filtering that model out – now it’s filtering it in!

It’s the same with prospecting for new customers. I’ve met some sales people who struggle because they aren’t clear on their target market/customer. Their busy trying to ‘bag’ everyone and anyone without much success. Getting really clear on the ideal customer that would want your product or service is as simple as it sounds and your RAS will help you find them.

Action: write down what your ideal customer looks like, size, spend, market, values and vision and I promise you’ll start to see them more often. Make a 10X list of customers that fit that profile and you’ll start to spend time only where they spend time and before too long, you’re building rapport, asking them questions and helping them buy. Clarity creates efficiency of your time and improves your results and both of these outcomes deliver the “H” word.

So, a brief look at two of the nine competencies we teach designed and proven to help ‘happy people sell’ more – if this works for you and you want to help people buy more from you, more often, get in touch


About the author: Matt Sykes is founder of Sales Training company Salescadence. He works predominantly with Personality-led Business Owners to help them convert more of their leads into customers via transformational products which improve their Sales Mindset, Sales Ability & Sales Process.

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