By
Simon Hazeldine
In high-stakes environments like sales, success is often determined by more than just product knowledge, market research, or negotiation tactics. Like athletes preparing for a championship, sales professionals must cultivate the right mental state to thrive under pressure.
I have had an interest / been involved in the martial arts for over 40 years. Recently I was contacted by a fighter competing in the famous mixed martial arts (MMA) event the Ultimate Fighting Championship (UFC). He had read my book “The Inner Winner” and asked for my help with coping with pre-fight pressure. His concerns were that the pressure he felt before competing was making him overly anxious which was impacting his performance.
For those of you who are not familiar with MMA it is a full-contact combat sport based on striking, grappling and ground fighting, incorporating techniques from various combat sports from around the world. The fights take place within an octagonal caged fighting arena. It is a very tough sport!
Although the modern sales professional will be competing in a very different arena it can still be a highly competitive environment and we can all feel the pressure to perform at our best in an important sales pitch or critical client negotiation.
So, what can sales professional learn from the sort of mind-set coaching I have provided to a number of MMA fighters competing in events like the UFC, Bellator and Cage Warriors over the years.
Sports psychologists and mindset coaches working with top MMA fighters use a range of proven psychological techniques—such as visualization, self-talk, body posture, and pre-performance rituals. These can all be adapted to a sales environment. By learning how to mentally prepare for key sales meetings, negotiations, and pitches, salespeople can increase their chances of achieving success.
Here’s how sales professionals can apply the mental training techniques of elite athletes to get into an optimum performance state for success.
1. Visualization: Mentally Rehearse Your Success
What it is: Visualization, or mental rehearsal, is a technique used by elite athletes to mentally “see” themselves performing well before they even step into the ring or onto the field. I coach MMA fighters to, for example, mentally rehearse their movements, visualizing successful techniques and even picturing how they’ll feel during the fight.
Why it works: Research has shown that visualization helps the brain practice a task without physically performing it, leading to improved motor skills, confidence, and mental preparedness. It primes the brain for success and helps reduce anxiety about unexpected outcomes. It also has a positive on cognitive activities as well as physical activities.
How to apply it: Before a big sales meeting or pitch, spend 10-15 minutes visualizing every step of the meeting going perfectly. Picture yourself confidently greeting the prospect, delivering your message with clarity, and handling objections with ease. Imagine the positive outcome of closing the deal and the satisfaction that comes with success. Mental rehearsal allows you to enter the meeting with a sense of confidence and familiarity, having already “experienced” success in your mind.
2. Self-Talk: Control Your Inner Dialogue
What it is: Self-talk refers to the internal dialogue we all engage in, whether positive or negative. I train MMA fighters to use positive self-talk to help them to stay focused, motivated, and confident during their fights. The right internal dialogue can make the difference between winning or losing.
Why it works: Positive self-talk reinforces a confident mindset and reduces stress, while negative self-talk can undermine performance by increasing anxiety and self-doubt. Research suggests that athletes who engage in positive self-talk can improve their focus, motivation, and overall performance.
How to apply it: Sales professionals can use self-talk to mentally prepare before an important sales pitch or negotiation. Replace negative thoughts such as “What if they don’t like my pitch?” with positive affirmations like “I’ve prepared for this, and I am ready to add value to this client.” During the sales conversation, use short, positive reminders like “Stay calm,” “You’ve got this,” or “Focus on the solution.” By training yourself to talk positively to yourself, you’ll maintain control of your mental state and performance.
3. Body Posture: Adopt a Power Pose
What it is: Body posture plays a significant role in how we feel and perform. Fighters preparing for competition will often assume confident, upright stances before they enter the ring, helping them feel stronger and more in control. This technique is rooted in the idea that standing or sitting in an expansive posture can boost confidence.
Why it works: Research suggests that posture does influence our subjectively experienced feelings of power. Our body language can influence how we feel, and by intentionally controlling our posture, we can enhance our mental state before a high-pressure situation. Your posture when presenting your sales proposal also matters. Richard Newman conducted research with University College London into what behaviour made people more likely to inspire and convince people. One of the key body postures identified in the research was to stand with your feet shoulder width apart as the research showed that people who stand with their feet shoulder-width apart appear more confident, inspiring, knowledgeable, and convincing.
How to apply it: Before entering a sales meeting or negotiation, take a moment to stand tall with your shoulders back and feet firmly planted. If you are waiting to go into a meeting with a customer stand up rather than sit down. The simple act of standing confidently could help you feel more self-assured, improving your presence and performance.
4. Pre-Performance Rituals: Create a Consistent Routine
What it is: I encourage MMA fighters to develop pre-performance rituals to help them enter a focused and optimal mindset. These routines—whether it’s listening to a specific music playlist, going through specific breathing exercises, or repeating a mantra—help them to feel in control and prepared for the task at hand.
Why it works: Pre-performance rituals signal to the brain that it’s time to switch into performance mode, reducing stress and creating a sense of familiarity. When an athlete performs the same routine before every event, it builds consistency and reliability in how they approach each competition.
How to apply it: Sales professionals can develop their own pre-sales ritual to create a consistent and calming routine before major meetings or presentations. This could be as simple as practicing deep breathing, reviewing key points in your presentation, or listening to a motivational song. Having a ritual that you perform before every big meeting can help ground you, reduce pre-meeting anxiety, and build a sense of readiness.
5. Deep Breathing: Calm the Nerves
What it is: Deep breathing techniques are a common practice among athletes to help reduce stress and maintain focus before a big event. I coach MMA fighters to use controlled breathing to centre themselves and lower their heart rate before entering the fighting arena.
Why it works: Deep, controlled breathing stimulates the parasympathetic nervous system, which calms the body and reduces stress levels. This helps reduce the “fight or flight” response, allowing athletes—and sales professionals—to maintain composure under pressure.
How to apply it: Practice deep breathing before an important sales pitch or negotiation. Take slow, deep breaths through your nose, hold for a few seconds, and exhale slowly through your mouth. Repeat this for 2-3 minutes to calm any pre-meeting nerves and maintain mental clarity. This technique can also be used during a sales meeting to stay composed and focused, especially during challenging conversations.
6. Set Clear Intentions: Focus on Process, Not Just Results
What it is: Successful athletes focus not just on winning, but on executing their game plan. I coach MMA fighters to focus on the actions they can control—how they perform their techniques and strategies—rather than becoming fixated on winning or losing.
Why it works: Setting intentions for the process rather than just the outcome helps reduce performance anxiety. When athletes focus on the steps they need to take, they feel more in control of the situation, leading to better performance and reduced stress.
How to apply it: In sales, it’s easy to get fixated on closing the deal. Instead, focus on the process—building rapport, asking the right questions, actively listening, and providing value. Before a meeting, set clear intentions like “I will focus on understanding the customer’s needs” or “I will provide value by solving a specific problem.” This shifts the focus from the pressure of closing to the actions that will naturally lead to success.
Conclusion: Train Your Mind Like an Elite Athlete
Sales professionals, like athletes, need to train both their minds and bodies to perform at the highest levels. By adopting mental strategies used by MMA fighters and other elite athletes—such as visualization, self-talk, power posing, pre-performance rituals, and deep breathing—you can consistently put yourself in the optimum state for success.
Remember, mental preparation isn’t just for athletes; it’s a powerful tool for any high-performance professional. By making these techniques a part of your routine, you’ll be better equipped to handle the challenges of sales with confidence, resilience, and focus, ensuring that you’re always ready for the next big pitch, negotiation, or meeting.
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About the author
Simon Hazeldine works internationally as a revenue growth and sales performance speaker, consultant, and coach. He empowers his clients to get more sales, more often with more margin.
He has spoken in over thirty countries and his client list includes some of the world’s largest and most successful companies.
Simon has a master’s degree in psychology, is the bestselling author of ten books that have been endorsed by a host of business leaders including multi-billionaire business legend Michael Dell and is co-founder of leading sales podcast “The Sales Chat Show”.
He is the creator of the neuroscience based “Brain Friendly Selling”® methodology.
Simon Hazeldine’s books:
- Neuro-Sell: How Neuroscience Can Power Your Sales Success
- Bare Knuckle Selling
- Bare Knuckle Negotiating
- Bare Knuckle Customer Service
- The Inner Winner
- How To Lead Your Sales Team – Virtually and in Person
- Virtual Selling Success
- How To Manage Your People’s Performance
- How To Create Effective Employee Development Plans
- Virtual Negotiation Success
