Identity-Based Habits: Becoming the Kind of Person Who Sells

Most people approach sales as something they do—taking a call, closing a deal, or hitting their numbers. But what if sales wasn’t just an activity? What if it became part of your identity? This post is inspired by James Clear’s incredible book, Atomic Habits. The author introduces the concept of identity-based habits, which suggests that real, lasting change happens when we shift the way we see ourselves.

Sales as an Identity, Not Just an Action

Instead of focusing on what you want to do in sales, focus on who you want to become as a sales rep. For example:

• Instead of just saying, “I want to sell $500K this year,” say, “I am the kind of person who sells $500K.”
  
  

• Instead of just thinking, “I need to learn more about sales processes and techniques,” think, “I am someone who stays on the cutting edge of the sales game.”

Once you decide to embrace sales as part of who you are, small, consistent actions reinforce that identity. Here’s how:

• Make it part of your routine: Whenever you start to think about the outcome of a situation or action (growing pipeline, closing a deal, etc) challenge yourself to think about the identity habit that would make that possible. For example, "I can close huge enterprise deals. The people in the room are just people."
  
  

• Surround yourself with people whose behavior you want to model: Just being around the people you want to learn from makes it more likely that something will transfer. Stay connected. Ask questions. Come at it from a learner-mindset and take in as much information as you can. We learn best from those around us.
  
  

• Celebrate small wins: Every time you apply what you’ve learned and get a win, acknowledge it—it reinforces your identity as a person who succeeds at sales.

The Power of Identity in Sales

When sales becomes part of who you are, it stops feeling like a grind and becomes more natural as a system or state of being. You don’t have to force yourself to do it—you just do it because that’s who you are choosing to be.

The best part? Once it becomes a part of your identity, it opens the door for even greater growth. It’s no longer about just hitting a number—it’s about becoming the kind of person who never stops improving. the number is just how you keep score.