Mental Conditioning for Sales: What Every Salesperson Should Be Doing

Sales is the backbone of every business. Whether you’re closing deals in real estate, tech, or just trying to convince your partner to go to your favorite restaurant AGAIN — sales is everywhere. But even though it’s important, let’s be honest: sales is really just a game. It's a lot like sports, actually. You’ve got strategy, a game plan, and then it’s up to you, the salesperson, to go out and execute it as best you can.

Your success might depend on a killer sales pitch, how often you follow up, sticking to the script, and listening to the client’s needs. There’s a game plan to follow, and if you stick to it, you’re more likely to win.

But here’s the twist: Just like elite athletes know the value of mental training in sport, salespeople should be paying just as much attention to their mental conditioning. Athletes often say their mental game is just as important — if not more so — than their physical game. And it’s true in sales, too. If you want to perform at your best, mental conditioning isn’t optional; it’s necessary.

Now you’re probably asking, “Okay, so where do I start?” Glad you asked.

Here are three mental conditioning techniques that every salesperson should start using today:

1. Mindfulness in Sales: The Power of Being Present

Alright, so.. mindfulness? What are we even talking about? You’ve probably heard about mindfulness in the context of meditation or yoga, but how does it relate to sales?

Mindfulness is simply the practice of being fully aware and present in the moment. It’s about not letting your mind wander off into thoughts about the past or future. Instead, you’re focused on what’s happening right now, without judgment.

In sales, this can be a game-changer. Being fully present helps you tune into your client’s needs, stay calm under pressure, and handle rejection like a pro.

Ever been in a conversation, and suddenly you realize you zoned out for 30 seconds? And now you have no idea what they're even talking about? Yeah, me too. But imagine doing that during a sales call. Yikes! Scary times. You could miss the one detail that seals the deal.

Or let’s say you’ve just had a string of rough calls. 20 in a row. Now, you’re stressed, your mind is racing, and you’re spiraling into thoughts like, “If I don’t close a deal today, I’m doomed. I’ll lose everything—my home, my car… and my wife will leave me!”

Sound familiar?

That’s where mindfulness comes in. Anchoring yourself in the present moment can put a stop to this kind of mental chaos. It’s the antidote to so many of our self-created problems.

To get started with mindfulness, try these simple practices:

• Mindful Walking: Take a 5-minute walk, paying attention to your surroundings—the sound of your footsteps, the feel of the ground under your feet, the air on your skin. It’s like a mini-meditation while you move.
• 5-Minute Meditation: Sit down, close your eyes, and focus on your breathing. Breathe in deeply through your nose, out through your mouth, and try to let go of any wandering thoughts.
• 5-Senses Check-In: Pause for a moment and notice five things you can see, four things you can hear, three things you can feel, two things you can smell, and one thing you can taste. This simple exercise brings you back to the present moment.

2. Positive Self-Talk: Your Inner Cheerleader and Guide

We all talk to ourselves—it’s just that most people aren’t using their self-talk in a helpful way. You’ve heard the advice to cut out negative self-talk, right? That’s good advice… most of the time. Unless, of course, negative self-talk somehow works for you—then, hey, do your thing! But usually, it’s pretty unhelpful.

Negative self-talk tends to spiral into more complete chaos. You start with a thought like, “I didn’t close that sale.” Next thing you know, it’s “I’m terrible at this. I’ll never succeed. What’s the point?” Suddenly, you’re anxious, stressed, and not making any more calls for the day. Self-sabotage for the win.

On the flip side, positive self-talk can give you that little boost you need to keep going. Telling yourself something like, “I’ve done this before. I can do it again,” or even just “I got this,” can make a world of difference. It’s about creating a mindset that supports your performance rather than tearing it down.

Pro Self-Talk Tip: There’s more than just positive and negative self-talk. There’s also instructional self-talk. This is where you give yourself specific guidance during performance. Think of a baseball player at bat, saying to himself, “Eyes on the ball. Follow through.” It’s not positive or negative; it’s just useful.

Salespeople can use this too. Maybe you get anxious before a call. Telling yourself something like, “Breathe. Focus on listening,” can help calm your nerves and improve your performance.

3. Process Goal Setting: Focus on What You Can Control

In the sales world, goal setting is a hot topic, but most people focus only on outcome goals. These are the goals based on results, like, “Close 10 deals this week,” or “Hit $500k in revenue this month.” Outcome goals are great, but here’s the thing: you don’t control them. A sale requires cooperation from the buyer, after all.

That’s where process goals come in. Process goals are the things you can control—the actions you take every day to move toward your outcome goals. For example, setting a goal to make 25 sales calls a day is a process goal. Whether or not those calls turn into sales doesn’t matter. The goal is simply to make the calls.

Focusing on process goals is more productive because it keeps your attention on what you can do. And if you’re consistently hitting your process goals but not seeing the results you want? That’s valuable feedback, too. You can tweak your process goals and try again.

The more you focus on your process goals, the better positioned you’ll be to reach your outcome goals. So, instead of obsessing over the number of deals closed, focus on the steps that will get you there.

Sales isn’t just about having the right pitch or the perfect script. It’s a mental game, and to win, you need to train your mind just like athletes train their bodies. By practicing mindfulness, using positive and instructional self-talk, and focusing on process goals, you’ll be conditioning yourself for long-term success.

So, next time you’re preparing for a call or closing a deal, remember—it’s not just about the strategy or the numbers. It’s about keeping your head in the game and building mental strength. After all, your biggest sales weapon is your mindset. Time to start training it.

With Love,

James