Henry Ford once famously said: “If you think you can do a thing or think you can’t do a thing, you’re right.” It’s a powerful reminder of how deeply our beliefs shape our behaviour and in turn, our results.
Time and time again, we see attitudes influencing outcomes. The mindset we bring to an opportunity — whether it’s a negotiation, a cold call, or a major pitch — often determines the success or failure of that encounter. And this truth carries just as much weight in the workplace as it does in our personal lives.
Let’s focus on sales, where self-limiting beliefs are particularly notorious for holding back performance. Research shows that, on average, salespeople harbour around ten self-
limiting beliefs which, if addressed and eliminated, could boost sales performance by as much as 25%.
To bring this to life, let’s meet two fictional salespeople at a mobile phone company called Marvellous Mobiles — Negative Norreen and Performance Pete.
Negative Noreen: Setting Herself Up for Failure
Negative Norreen approaches every sales call with low expectations. She firmly believes Marvellous Mobiles’ call rates are too expensive compared to competitors, and the lack of physical stores is a major disadvantage.
In her mind, success is unlikely. Norreen tells herself she isn’t naturally “salesy” enough — not outgoing, not charismatic. Unsurprisingly, she rarely makes cold calls and shrugs off her sales targets. The result? Norreen disengages, simply doing the minimum to get through her day.
Performance Pete: Setting Himself Up for Success
Performance Pete, by contrast, is enthusiastic about what Marvellous Mobiles offers. Yes, call rates are higher — but customers get better coverage, exclusive handsets, and access to real human support, not automated call centres. He views the lack of stores as an innovation, not a flaw.
Pete isn’t a natural extrovert either, but he listens carefully to customers, identifies their needs, and confidently matches them to the right solution. Every conversation is a chance to build trust — and even if a sale isn’t made immediately, he sees it as planting seeds for future opportunities. Pete believes his targets are achievable and stays motivated, knowing cold calling leads to real results.
Changing Attitudes, Changing Outcomes
The critical difference between Noreen and Pete isn’t their skill – it’s their mindset. Attitudes can, and should, be challenged and reshaped.
Take Norreen’s belief that the product is “too expensive.” A good coach would help her explore whether this is objectively true — and even if it is, help her focus on the value proposition that justifies the price. Equally important is helping her redefine “failure.” A rejected offer isn’t a reflection of her worth — it’s simply part of the sales process.
Building self-confidence, optimism and resilience is key. Research published in The Journal of Organisational Behaviour (2022) found that employees with high self-efficacy – belief in their own ability to succeed – were 35% more likely to meet or exceed performance targets compared to those with low self-efficacy. Attitude truly matters.
How AttitudeWorks Can Help
At AttitudeWorks, we specialise in helping sales teams unlock their potential by changing the attitudes that hold them back. Through tailored coaching and training, we work with individuals to build confidence, foster optimism, and strengthen resilience — the essential foundations for sales success.
If you believe your team’s mindset might be limiting their performance, we can help them focus on the high-payoff activities that drive results — and equip them with the belief they need to succeed.
Get in touch to find out more about how attitude changes everything.