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There isn’t anything that is going to have a greater impact on your results in sales (or anything else, for that matter) than your beliefs. Here are four beliefs that fuel your success, and without which success is impossible.

Believe That You Can Make a Difference

One of the most powerful beliefs you can hold is the belief that you can make a difference. This is the foundation of being a Level Four Value Creator. It’s the belief that, through your effort, you can produce a better outcome. In your life and in other people’s lives. In your business and in other people’s businesses.

The opposite belief, the belief that you can’t make a real difference, is a terribly unhealthy belief. It breeds a palpable lack of confidence and insecurity. It’s why some people struggle to produce results, struggle to prospect, and struggle to ask for the price they are worth.

Your self-worth is based on your belief that you can make a difference.

Believe That You Will Succeed

If you believe you will succeed, you will not only take action, you will continue to take action until you get the results you’re after. Believing you will succeed is an extraordinarily powerful belief. It’s called expectation theory: we get what we expect.

Have you ever met someone that was utterly convinced that they would succeed, despite any and all evidence to the contrary? Because they expect to succeed, eventually, they do.

If you believe that you can only fail, you won’t take the actions you need to take to succeed, to make a difference, or to grow. Why bother putting forth the effort? Expectation theory works in both directions. If you expect to succeed, you will. If you expect to fail, you most assuredly will too—even if you only fail because you failed to take action.

Believing you can succeed is the root of taking action. It’s fuels your initiative.

Believe That Other People Will Help You

Some people act as if all of the people around them are in on their plan for world domination. They believe other people will help them. They believe the people they know want to help them, and that strangers too want to help them. So they ask for help.

The belief that other people will help you is a critically powerful belief because it’s the key to having the confidence to ask for that help. You aren’t alone. You aren’t on your own. There are a lot of people willing and able to help you—if only you will ask them.

Believing other people will help you is a form of resourcefulness.

Believing That When Things Go Wrong, They’ll Still Work Out

One of the fundamental attributes of all successful people is a sense of optimism, the belief that even if things go wrong, they’ll still work out in the end. This is a powerful belief because it allows one to move from failure to failure with no loss of enthusiasm, as Churchill once said. It enables resourcefulness, persistence, and determination.

Believing there is no path forward is an unhealthy and dangerous belief. It kills initiative, and it’s usually a lack of resourcefulness and optimism that lead to this belief.

The belief that things will work out is optimism. It doesn’t mean that you’ll always get the outcome you want when you want it. It’s the belief that if you continue working towards your goals, eventually you will get a positive result.

The beliefs that you can make a difference, that you will succeed, that others will help you, and that things can still turn out well after a setback are the beliefs that lead to success. The opposite of these beliefs are the unhealthy beliefs that lead to poor results.


Do you believe you have the power to make a difference? Do you believe you are a value creator?

Do you believe deeply that you will succeed?

Do you believe that other people will help you if you enlist them?

Do you believe that when things go wrong, they’ll still eventually work out?

Sales 2012
Post by Anthony Iannarino on November 28, 2012

Written and edited by human brains and human hands.

Anthony Iannarino
Anthony Iannarino is a writer, an international speaker, and an entrepreneur. He is the author of four books on the modern sales approach, one book on sales leadership, and his latest book called The Negativity Fast releases on 10.31.23. Anthony posts daily content here at TheSalesBlog.com.
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