Ego in Sales: How Do the Best Sellers Manage It?

An ego in sales can benefit a seller but also harm their success. Sellers must navigate a balance to make sure their egos are helping and not hurting sales.

What is the benefit of ego in sales?

Contrary to what you may think, a healthy ego can be a major asset. As Herbert Greenberg explains, ego plays a vital role in one’s resiliency.

“Salespeople need resilience to bounce back from rejection and be even more motivated on the next attempt,” he writes.

Sellers should never feel completely defeated after losing a sale. Their ability to handle rejection and still have confidence in themselves is essential.

As he explains, reps with strong, balanced egos are comfortable with who they are, which forms the foundation of resilience. This self-​acceptance allows them to navigate challenges with confidence and perform under pressure.

How can egos hurt sales?

The key to egos helping and not hurting success is the word “healthy.” An oversized or unchecked ego is a major challenge for a salesperson. Why? It makes everything about you. And in sales, that attitude won’t get you far.

Forbes’ Steli Efti points out that in sales, this attitude won’t get you far.

“If your ego is front and center in every sales conversation, it means you’re constantly trying to sell in a you-​centric environment.”

And this self-​focus directly conflicts with what buyers want. No longer are sellers satisfied with traditional sales methods. Instead, they prefer a more consultative approach.

According to SalesFuel research, buyers want to work with sellers who care about them and their business. They want partners who want relationships rather than just transactions. So sellers must ensure they don’t let ego get in the way.

“We need our egos to survive and thrive, writes Liz Wendling, adding, “Big egos turn customers off, compel them to lie to you, and avoid you.”

What can sellers do to find balance?

It’s possible to find the balance of one’s ego in sales; it just takes thought and dedication. There are several best practices that sellers can adopt to keep their ego in check.

Be accountable for the good and the bad

Claire McConnachie believes that one best practice is to always maintain awareness of strengths and weaknesses. When you have wins, celebrate and acknowledge the work you’ve done to achieve it. With losses, you should also have that level of accountability.

It can be tough to acknowledge a misstep, but it’s essential to growth. Rather than placing blame on the buyer or the timing, look at your own actions and their impact. This doesn’t mean being overly critical but rather thoughtful and curious about what went wrong.

“No one can be good at everything,” McConnachie points out. “You need to take stock in what you are good at and where you need to improve…to maintain a healthy ego.”

This practice ensures you hold yourself accountable and are working to always improve how to best serve others.

Let go of defensiveness

Another drawback of a big ego in sales is that it hampers relationships and progress by keeping you defensive. And this one can be especially tricky to overcome simply due to the tough nature of the sales industry.

There are so many opportunities to take things personally, from an unreturned call to a rejected pitch. While frustration and disappointment are expected in these scenarios, ego takes those emotions a step further.

“You need to protect your own credibility and competence, right?” Efti asks? “Not so fast.”

“Taking the self-​centered approach and protecting your own ego at all costs will come with exactly that — quite the cost.”

Instead, reframe your thinking to remember that selling is about helping the buyer. Instead of taking something personally, think of what you can learn from it. What does it tell you about the prospect? How can your next steps lead to a different outcome?

Keep at it

Remember, balancing ego in sales requires effort and patience. It will take time for these best practices to become habits. But the payoff is a better connection with buyers, an effective consultative process, and success for all. 

Photo by Vitaly Gariev on Unsplash