When you are selling, the only person who should get emotionally involved in the sale is the prospect. Yet it's difficult for salespeople not to get emotionally involved, especially when they have been working on an opportunity for months and their pipeline has very few other opportunities in it!

When you need the sale your judgement and actions become affected. Prospects can easily sense this, especially in final negotiations. When you need the sale, you will find yourself discounting and giving things away.

Sandler trained salespeople know that their attitude and behaviour is key to their success. Before any key meeting with a prospect, we ask them to say to themselves, "I'm financially independent and don't need the business". The attitude they convey is that they want the business, but they are not desperate for it.

They also improve their attitude by working on consistent prospecting behaviour. If you have a strong pipeline of qualified opportunities, your attitude will improve and you will be able to stay more objective about each opportunity.

During the selling process, take a third-party position. Look at what is going on as though you are an observer at the selling event and remember, don't get emotionally involved.

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