Staff Leverage

EGO (Good & Bad) as a catalyst for sales

December 26, 2018

Estimated time of reading: 3 min.
The way EGO could be both positive and negative in marketing, depending on how it’s projected it affects conversion.
Ego in sales marketing | Staff Leverage Blog 

“The Ego is an exquisite instrument.                                       Enjoy it, use it… Just don’t get lost in it.” – Ram Dass

Also known as self-identity, Ego is the perspective every person has on their being. It’s a collection of beliefs and experiences, the abstract concept of “Who am I?” or your definition of yourself.

Ego is usually understood as a person’s sense of greatness or the importance they assign on themselves. This is how the word is commonly applied in the world of sales management.

Bad Ego, the killer of sales

Big egos are frequently associated with successful salespeople; this is what we call Bad Ego. Traditionally, overpowering demeanours were considered a requirement for anyone trying to make a career in the world of Sales. But the truth is very different.

In reality, this practice has a detrimental factor in relationships. Being too focused on ourselves limits our ability to connect with the customer and deliver them what they need; efficient selling is built around customer-centric psychology – your prospect is only interested in what benefits they can reap from your deal, so that’s what you must give them.

But should we abandon our Ego then? No, actually, it is not an inherently bad thing. Real Ego is not defined by grand personalities or aggressive tendencies, it’s about self-esteem.

Egotistical behaviour is often a cover for a weak sense of personal value. People speak louder because they want to be heard, to feel validated; they only want to think about themselves and impose their character over their peers.

Good Ego, the essential tool for a sale

On the other hand, when you hold a high sense of value for yourself, you stop seeking approval and start focusing on others. People with a healthy Ego are naturally kinder and more attentive, they listen more to the outside as the inside of their minds are clearer.

“As long as you keep going, you’ll keep getting better. And as you get better, you gain more confidence. That alone is a success.”        Tamara Taylor


Confidence leads to respectful and productive exchanges. The customer wants to be heard, so listening to them is the easiest method to close a deal. That’s the reason why we label this kind of conceptualization of the self as Good Ego.

Keeping the balance

For a salesperson, the Ego is a matter of balance, not too little or too much. It needs to be just right, so it doesn’t kill the sale with overflowing arrogance while still projecting enough confidence to let your client feel you’re the right person to work with.

What’s more, appropriate handling of this limiting belief allows customers to change their mind without fear or failure or conflict. By displaying wisdom and rationality when dealing with adversity you become a person worthy of trust, you use this trait to relieve the problems afflicting your client and make them regain confidence in themselves – boost their Ego.

Hone your communication skills and be proud of what you do, without being oppressive or demanding. Show your prospects your mastery and experience, that you’ve been there and done that and know how to solve their problems. Give them the answers they need with assertiveness and humility. Herein lies the key to successful Sales.

By John Mackenzie – Founder & CEO of Staff Leverage, NT Digital and JohnMac Digital

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John Founder CEO

Hello There, I’m John Mackenzie! CEO at Staff Leverage. An Australian visionary committed to change businesses all over the world.

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