I know many truths about being in the sales profession. There is one truth about sales people that is a dirty little secret. In fact, you may unknowingly be participating in it this very moment.

I want to dispel that dirty little secret. I may tick you off unmercifully, but I don’t mean to.

As you know, most of my work is with the Housing/Real Estate industry and related industries. Even if you are not part of these industries, I will bet you a Starbucks Grande Soy Upside Down Caramel Macchiato that your industry is participating in this dirty little secret as well.

In fact, if you have an emotional reaction to this dirty little secret, then it probably applies to you. I know this, because many years ago, it applied to me as well.

The dirty little secret is that most sales people will not, do not, cannot own up to their sales identity.

Be as candid with yourself as you will allow. Take a look in the mirror and answer these questions…Do you truly consider yourself to be a bona fide sales professional? Are you proud to call yourself a salesman/saleswoman? I mean really proud.

How would you know if you are participating in this dirty little secret? Answer this. When you introduce yourself to a new acquaintance at a social function, how often do you say these words, “I am a professional sales person.”? On the other hand, do you conveniently confess that you are an Account Executive?

Do you prefer to think of yourself as a “New Home Consultant”, a “Counselor”, an “Account Representative”, a “Design Advisor”, or a “Customer Service Steward”?

You pick the pseudonym. It doesn’t matter. There are hundreds of fancy little cliché’s assigned to sales people, all in an attempt to soften the reality that YOU ARE IN SALES.

Why is this important? I will answer by illustration. In late 1997 I decided to train for and run my first marathon. 26.2 miles is a long freaking way for the human body to run. I was struggling in my training. I was constantly fatigued. I was making excuses why I couldn’t increase my training mileage. Then a friend pointed out to me that perhaps, just perhaps I was not mentally taking on the identity of a marathon runner. In fact, he was absolutely correct. I was “in training”. I was “working toward” running a marathon. I was “getting in better shape”. I had many cute little colloquialisms that were not really serving my goal.

Until…I got real with myself and said, “I AM a marathon runner.” Though I had not crossed a single finish line yet, the moment I owned up to this newly formed identity, something in my brain clicked. It is amazing what can go on in that six-inch space between your ears. I have now completed five marathons and thirteen half-marathons. Go figure. And my body is built more like a defensive tackle than a sleek marathon runner. Go figure again.

The answer was so simple that it almost seems sophomoric to consider. Yet it works.

If you don’t own up to your professional role, how can you really expect the sales success you deserve? I am talking about an identity. Do you think your perception of your career will influence your earning potential?

Don’t even tell me for one moment that the marketplace will reject you if you call yourself a sales person. Don’t tell me that sales people have a less than reputable perception and that is why you call yourself an “Advisor” or “Consultant”.

In this area, the only perception that matters is your own. The moment you take complete and harmonious ownership of your professional role as a sales person, your sales will increase dramatically.

I understand that some of you, as a result of your resistant nature will challenge me on this. Bring it on. However, before you do, check your closing ratios. Check your lead conversion ratios. Double check your referral rate, and most of all verify how many deals you made last month as a result of your friends and family truly understanding that you are a SALES PERSON.

If you want a dignified way to justify your particular alias, understand this dirty little secret crept its way into your brain without your permission. When you were a kid, you overheard Uncle Mack telling Aunt Betty that all sales people are crooks. Then, while in earshot of Pappy Parker, you witnessed him ranting and raving about the truck salesman that got to him. And more than likely your first sales manager regurgitated the company line, “We here at ABC Company are consultants to our customers, not sales people.” You continually had reinforced an identity that does not truly serve you in your profession. It was a ferocious anti-prosperity plot against your success. It is not your fault. Do you feel better now?

I understand that there is an unfair bias against the selling profession. However, let the rest of the world think what they may about selling. I am giving you complete permission to own up and take hold of your professional sales person identity. Only when you do this will you truly begin to reach the potential you deserve.

Hmmmmm, I wonder what Dr. Phil would say?

Until we have the honor to meet in person, remember, “Success is YOUR choice, choose well.”

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© 2008 Paul Montelongo, Paul Montelongo International
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Paul Montelongo is an international authority on sales motivation. He conducts corporate sales training programs, delivers inspirational keynote addresses and offers retreats for sales and management teams worldwide. Get free weekly electronic tips and learn more about Paul and his resources for sales professionals, at www.PaulMontelongo.com.