How to recognize it, shift your mindset, and coach your team through it.
Let’s start with the truth no one wants to admit out loud:
Even the most confident, quota-crushing, “I’ve got this” sales pros battle self-doubt.
In fact, the higher you climb in sales or leadership, the more likely imposter syndrome is waiting to shake your confidence behind the scenes.
At the 2025 Sandler Summit, Emily Shaw, a top-tier coach from Lushin, delivered a standout session on one of the most quietly destructive forces in sales teams today: Imposter Syndrome—and how to actually overcome it.
Whether you’re a sales rep, manager, or business leader, this one hits home. Here’s what you need to know.
So What Is Imposter Syndrome, Really?
In short?
It’s the sneaky voice in your head saying:
“You’re not good enough.”
“You just got lucky.”
“They’re going to find out you don’t actually know what you’re doing.”
It’s the internal pattern that tells high-achievers they don’t deserve their success, despite the evidence right in front of them.
It’s what makes your top rep double-check emails ten times.
It’s what keeps a new sales manager from leading with confidence.
It’s what causes leaders to overcompensate, overwork, or freeze when they need to act.
Imposter syndrome isn’t a personal weakness. It’s a mental trap—and one that can cost your business dearly if you don’t address it.
Why It’s a Sales Killer (And a Leadership Liability)
You can’t close at a high level if you’re second-guessing every move.
You can’t lead your team with confidence if you’re constantly asking yourself, “What if I’m the problem?”
Sales is already a high-pressure, high-rejection environment. When imposter syndrome shows up, it amplifies fear and anxiety—causing reps to:
Avoid big opportunities
Hesitate to ask tough questions
Say yes when they should say no
Chase validation instead of real deals
Emily Shaw made it clear: You can’t outperform your own self-image.
The Fix: How to Beat Imposter Syndrome in Sales
Emily didn’t just diagnose the problem—she gave us a framework to fix it.
Step 1: Shift the Focus
Imposter syndrome is self-centered by nature.
The voice in your head is all about you: how you sound, what they’ll think, whether you’re “enough.”
The antidote?
Shift the spotlight to the buyer or your team.
Ask:
What does this client need from me right now?
How can I serve them better?
What’s the real challenge they’re facing?
Sales is about them, not you. The more you focus outward, the quieter the self-doubt becomes.
Step 2: Upgrade Your Self-Talk
Emily reminded us that the brain will believe whatever you tell it—especially if you repeat it often enough.
So start replacing imposter thoughts with truth:
“I’ve done this before.”
“I don’t need to know everything—I just need to be curious.”
“I’ve earned a seat at this table.”
Don’t wait until you “feel confident” to speak confidently. Confidence comes from courage + repetition—not perfection.
Step 3: Coach the Belief, Not Just the Behavior
If you’re a leader and your reps are underperforming, don’t just coach the activity—dig deeper.
Ask:
“What story are you telling yourself about this deal?”
“What do you believe is likely to happen here—and why?”
“How does that belief help or hurt your next move?”
The most powerful sales coaching doesn’t just fix technique—it shifts identity.
Final Thought: High Performers Feel It Too. They Just Learn to Manage It.
Imposter syndrome doesn’t go away completely. But it can stop running the show.
With the right tools, coaching, and mindset, your team can learn to separate fact from fear, lead with clarity, and sell with conviction.
You don't need to fake it.
You just need to trust the system, the process, and your own track record.
Want to experience leadership-level breakthroughs like this live?
Join us at SUMMIT26 in Fort Lauderdale, where we unpack topics that transform both performance and people.
