How to Be a High-Performing Salesperson in Times of Crisis

Invariably, for all markets and products, crisis or not, there will always be sellers who close very good deals. These “high-performing” salespeople have developed a very specific set of skills and attitudes that have led to their success.

I remember when I was a child I liked to cut lemons and go to the town market to sell them. When I came back from the town I brought with me good money – fruit of the sales – my grandfather would congratulate me and say: “Well done… I congratulate you” and those were the words that motivated me to cut more lemons to go and sell them at the town market.

Over the years I became a seller but I couldn’t be a high-performing one, however in 1995 I was the best seller of the year among more than 10 thousand sellers in the World Book Encyclopedia company. Why am I telling you this personal story?

In the years that I have dedicated myself to teaching courses on sales, human behavior, leadership and competitiveness, I have seen many men and women wishing to make sales a profession.; but realizing how difficult it is to be successful in sales—they give up—and decide to return to the world of eight-hour paid work.

If you are a salesperson but you have not been able to obtain the desired results, but you are one of the people who is determined to strive to achieve your dreams, you need to learn to be a “high performance salesperson”.

It’s important to understand that salespeople are the fuel for the overall success of any business. Any company that does not invest in training for its sales staff will surely not achieve the steps of success that it would well achieve if it only invested in its salespeople.


A very important aspect of the personality of the human being that demonstrates the essence of identity and according to this is the capacity that the person has to develop in any activity in society; at the same time, according to his self-esteem, he has the ability to control his environment, his emotions and feelings.

Let’s focus our attention on a single definition of self-esteem: “The ability of a person to value, love, appreciate and accept himself.”

In the world of sales, many men and women navigate wanting success without having taken a look inside and deciphered their quality of self-esteem; since according to this; this will be your success.

A seller with low self-esteem is not going to feel able to face and emotionally communicate with his client to close the sale and usually falls into the negligence of not going after his goals.

Salespeople with low self-esteem want to achieve their goals but cannot materialize the fight with the perseverance necessary to achieve them and begin to find reasons that justify their negligence.

The salesperson with inflated self-esteem is going to be able to face his customer—but not communicate emotionally—and end up offending his customer in some way.

It is necessary for the seller to have a healthy self-esteem in order to be effusive, friendly, communicative, and manage to link with the emotional language of his client to close the largest number of sales. The question how to achieve it?

Principles for the formation of your self-esteem

Definitely, healthy self-esteem is an action that is sown in the first years of life of the human being. The problem is that if you are a person who did not have the opportunity to count on your parents to help you in a healthy development; Let me tell you, it’s never too late to become a winner—it’s never too late to become a high-performing salesperson.

First start by healing your family relationships, achieve affinity with your parents, with your children, and with your spouse.

Make a list of at least 10 actions that motivate you for your integral development daily.
For example:

  • You must do exercise all the days
  • do not consume alcohol
  • Feed your body properly three times a day
  • Read self help books
  • Develop a unique level of faith

Surely you can find other actions that will help you motivate yourself and develop fully every day.

Many times we want to treat self-esteem problems in people only from an emotional perspective, but we must understand that if our body is malfunctioning, our emotions will suffer from the deficiencies and our perceptions will not be as sharp to understand emotional communication. of customers.

Five Principles for Building Your Self-Esteem

1. Resilience. This principle consists of the human being’s capacity to grow, mature, and develop the logic of life. That is, if the father or mother were or are alcoholics; his son assimilates this situation as if he does not want to live. He therefore develops emotional defenses against being the same as his parents, and looks for ways to avoid the situation.

Although you may not have had the best education or the best example in your parents; that doesn’t matter when you determine to be a successful person.

2. Assertiveness: It implies recognizing, naming feelings, expressing them, making decisions, and acting without attacking others. Act consciously that every fact has a consequence.

The assertive person feels free to communicate their feelings. Non-assertive communication exposes others to psychological control. There are people who we know for their quality of handling and sadly there are many sellers who are far from being good at persuading their customers; they are good at manipulating customers, —sales made with manipulation schemes are those that the same customer cancels in the next 24 hours—.

Be assertive in your communication, and you will surely create customers for life in your sales career.

3. The values: These constitute the structure of the thought, the character, and the personality of the people. The professional seller is a person imbued with values.

Values ​​strengthen the achievement of specific goals. The seller with values ​​creates a firm commitment to himself, and to the group he belongs to. Be a vendor where values ​​and principles are based on customer service, and I guarantee that your customers will be your best friends.

4. A life project: A life project gives human existence a why and a why. A life project helps the high performance salesperson to have each proposed goal clear and defined; At the same time, it leads him to fight against obstacles to meet his proposed goals.

A life project brings security to the seller about the company for which he works. When you don’t have a life project, there is regularly bitterness, despair, and insecurity in the seller.

Salespeople who do not have a defined project are those who, although they are good salespeople, are always without cash in their pockets; which leads them to sell out of desperation. When you sell out of desperation; it is when it is sold badly, with lies, and with insecurity. For a company, having vendors without a defined life plan is almost a crime because they are the ones who sooner or later make the company look bad.

5. Self-acceptance: To be high-performing salespeople we have to accept ourselves as we are.

Live without feelings of guilt, live without pride, without arrogance, or frustration. “To accept yourself, you need to look at the past, and believe with your heart that none of the suffering or pain was our fault; and that everything that happened to our life; it happened with the sole purpose of growing and being better every day.”

If you want to be a “ high-performing salesperson, ” I encourage you to take sales training, attend seminars on customer service, closing strategies, sales clinics, communication, and read all the books you can on sales and self-help.

I guarantee that if you break through resentments of guilt, shame, fear, feed your body properly, and train yourself on the subject, no matter how many crises the world faces—you will be a top-performing salesperson.

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