On a workshop this week we had 30 people who would consider themselves optimists. Now that then raised the question, is it crucial to have optimism in sales? Do optimistic sales people have better success? Â Is it because they smile more because they are optimistic? Are they more opportunistic? Not get put of by a ‘no’? More resilient?
Optimism has always been touted as a key trait in successful salespeople. But is there any actual research to support this claim? Let’s  explore the link between optimism and sales, and whether being an optimist can make you a better salesperson.
Firstly, let’s define what we mean by optimism. Optimism is generally defined as the tendency to expect positive outcomes in the future, even in the face of adversity or uncertainty. It is the belief that good things will happen, and that setbacks are temporary and can be overcome.
Now, let’s look at the research on the link between optimism and sales. One study conducted by the University of Pennsylvania’s Wharton School found that salespeople who scored higher on an optimism test sold 37% more life insurance policies than those who scored lower. The researchers also found that the optimistic salespeople had a more positive attitude, were better at coping with rejection, and were more persistent in their sales efforts.
Another study, conducted by the University of Michigan, found that optimistic salespeople were better at building relationships with customers, which led to more sales in the long term. The study found that optimists were more likely to create a positive emotional bond with customers, which led to increased loyalty and repeat business.
In a similar vein, a study by the Harvard Business Review found that optimistic salespeople were more likely to succeed in complex sales situations. This is because optimistic salespeople are more likely to believe in their ability to overcome challenges and find solutions to difficult problems.
So, it seems that there is evidence to support the idea that optimists make better salespeople. But why is this the case?
One reason may be that optimism leads to a more positive attitude, which can be contagious. When a salesperson has a positive attitude, they are more likely to create a positive emotional connection with the customer, which can increase their chances of making a sale. In addition, optimistic salespeople are more likely to be persistent in their sales efforts, even in the face of rejection or setbacks. This persistence can lead to more sales in the long run, as it shows customers that the salesperson is committed to their needs and wants.
Another reason may be that optimism leads to better coping skills. Sales can be a challenging profession, and rejection is a common occurrence. Optimistic salespeople are better able to cope with rejection and setbacks, which can help them maintain a positive attitude and stay motivated. This resilience can help them to bounce back from setbacks and continue their sales efforts.
Finally, optimists may be better at building relationships with customers. Optimistic salespeople are more likely to create a positive emotional bond with customers, which can increase their loyalty and repeat business. This is because optimistic salespeople are more likely to focus on the positive aspects of a customer’s needs and wants, and to work collaboratively with them to find solutions that meet those needs.
In conclusion, the research suggests that there is a link between optimism and sales success. Optimistic salespeople tend to have a more positive attitude, better coping skills, and stronger relationship-building skills, all of which can lead to increased sales. Of course, being an optimist alone is not enough to guarantee success in sales. Other factors, such as you know, Â sales skills! and work ethic, mindset, product knowledge etc are also important.
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