--- title: You Can’t Win If You’ve Already Lost in Your Mind | The Sales Blog description: You can’t win if you have already lost in your mind. Nothing has a greater impact on your results than what you believe. Your results are a reflection of your beliefs. Holding the belief that your competitors are stronger than you will cause you to lose to those competitors. But not because your competitors are […] image: https://www.thesalesblog.com/hubfs/Imported_Blog_Media/Screen-Shot-2013-03-13-at-7_58_34-PM.png --- ### [Now booking SKO meetings for 2026/27! 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Nothing has a greater impact on your results than [what you believe](https://www.thesalesblog.com/blog/but-you-are-infected). Your results are a reflection of your beliefs. Holding the belief that [your competitors](https://www.thesalesblog.com/blog/how-to-fight-above-your-weight-class-part-one) are stronger than you will cause you to lose to those competitors. But not because your competitors are stronger than you are. You’ll lose because you don’t believe that you can win, that you deserve to win. And your dream clients will be right to choose your competitors. This contest was lost before it started. Holding the belief that your clients want the lowest price will ensure that your clients buy from [a competitor with a lower price.](https://www.thesalesblog.com/blog/on-your-competitors-and-pricing) Not because your prospective clients really want the lowest price (they don’t). You’ll lose because you don’t believe that you are worth paying more to obtain. And all things being equal, your clients will be right to choose the lowest price. You didn’t believe enough to make things unequal. Believing that your company is wrong, that “they” are to blame for the difficulty you have selling, that they aren’t trying to produce good results for their clients, or that [their motives](https://www.thesalesblog.com/blog/dont-assume-others-intentions-are-evil) are suspect, is the fast track to failure. If you don’t believe in your company, I promise you can’t sell it. First, you won’t create many opportunities because you’ll pull your punches. Second, your beliefs will betray you. You will lose opportunities because you don’t believe your company deserves them. That loss happens in your head long before your prospective client informs you that they’ve chosen your competitor. Your company has big, strong competitors? [Believe you can slay giants](https://www.thesalesblog.com/blog/the-audacity-of-belief). Your competitors sell price? [Believe your clients want to pay more](https://www.thesalesblog.com/blog/trading-value-for-macro-and-micro-commitments) for more value—and then create and deliver that value. Your company has problems? Yeah? Like every other company. Believe—and [help make a difference](https://www.thesalesblog.com/blog/white-hats-and-black-hats) by helping make improvements (or else you are part of the problem). You are what you believe. And your results a reflection of what you believe. If you believe you have already lost, you lose before there is ever a contest. Believe otherwise. #### Questions Do you have any beliefs that don’t really serve you? Do you have beliefs that cause doubt? What do you believe that causes you to first lose in your mind? Well, not you, but someone you know well. Why do your beliefs cause you to lose opportunities? How do your beliefs cause you to lose opportunities? ###### Tags: [Sales](https://www.thesalesblog.com/blog/tag/sales) [2013](https://www.thesalesblog.com/blog/tag/2013) Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino) on March 13, 2013 Written and edited by human brains and human hands. ![Anthony Iannarino](https://www.thesalesblog.com/hubfs/ai-blog-profile-crop.jpg) Anthony Iannarino is an American writer. He has published daily at [thesalesblog.com](https://www.thesalesblog.com) for more than 14 years, amassing over 5,300 articles and making this platform a destination for salespeople and sales leaders. Anthony is also the author of four best-selling books documenting modern sales methodologies and a fifth book for sales leaders seeking revenue growth. His latest book for an even wider audience is titled, The Negativity Fast: Proven Techniques to Increase Positivity, Reduce Fear, and Boost Success. Anthony speaks to sales organizations worldwide, delivering cutting-edge sales strategies and tactics that work in this ever-evolving B2B landscape. He also provides workshops and seminars. Connect with Anthony on LinkedIn, X or Youtube. 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What we’re doing right now **is working**, even in this challenging economy. **Would you like some help?** [![Solve for Sales](https://no-cache.hubspot.com/cta/default/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035) ### Join my Weekly Newsletter for Sales Tips Join 100,000+ sales professionals in my weekly newsletter and get my *Guide to Becoming a Sales Hustler* eBook for FREE! --- ```json { "@context" : "http://schema.org/", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Anthony Iannarino" }, "dateModified" : "2024-09-11T12:09:18 PM", "datePublished" : "2013-03-13 20:11:52", "description" : "You can’t win if you have already lost in your mind. Nothing has a greater impact on your results than what you believe. Your results are a reflection of your beliefs. Holding the belief that your competitors are stronger than you will cause you to lose to those competitors. 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