In the brutally competitive world of sales, mindset is everything. Your ability to close deals, build relationships, and maintain resilience in the face of adversity hinges on one fundamental factor: your self-concept. Learning to embrace what we at Sandler call an "I-10" mentality—that is, operating from a position of optimum self-concept—can be the key to unlocking your full potential and achieving not just sustained financial success, but success in every other area of your life.
But what is “I-10,” exactly, and how does one go about living in this mindset?
The Powerful Connection Between Self-Worth and Sales Performance
Sales professionals with a strong self-concept habitually and easily step into an abundance frame of reference, rather than a scarcity frame of reference, even during times of opposition, adversity, and lost deals. No matter what is happening externally, these people tend to exude confidence, operate from principles of core integrity, and create relationships that deliver value to all parties. They do all of this consistently. And they are, unsurprisingly, far more likely than others to lead their teams in terms of revenue generation.
What makes their high levels of performance possible? The ability to distinguish between their roles (R) and their identity (I). Even if, on a given day, they perform poorly within a certain role in their lives (cooking, say, or being a supportive parent, or closing a complex deal), they still operate on the assumption that their identity as a human being comes in at ten on a scale of ten. Hence: “I-10.”
These people, in other words, are all about possibility. Even if their performance within a given role drops down to, say, two on a scale of ten, they find ways to learn from setbacks and create goals that empower them to grow from virtually any experience. Growing, learning, and contributing are all hallmarks of the “I-10” mentality.
When you operate from an "I-10" mentality, you project assurance and authenticity, and this naturally attracts allies. People are drawn to those who believe in themselves, because that belief signals both reliability and competence. By the same token, a low sense of self-worth can manifest as hesitation, self-doubt, or an irrational fear of rejection. Without a strong foundation of self-worth, setbacks (which are, let's face it, inevitable in sales) can feel personal and insurmountable. The ability to maintain motivation and enthusiasm stems not just from your external results, but from an unshakable belief in your own value as a human being.
Self-Worth Is Not Arrogance
One common misconception about embracing an "I-10" mindset is that it equates to arrogance. Many professionals, especially those from humble backgrounds, hesitate to acknowledge their ten-on-a-scale-of-ten status for fear of appearing self-important. However, self-worth is not about ranking yourself above others—it is about recognizing your inherent value and your capacity to grow and contribute, regardless of external circumstances.
At Sandler, we ask our clients to imagine themselves on a deserted island, with no tasks to complete and no one to impress. We then ask, "What is your score in this scenario, on a scale of one to ten?" This reframing shifts the focus from external validation to internal worth.
Often, we find that people struggle to say they are a "10," fearing that this sounds boastful and self-absorbed. Recently, I’ve come up with an effective way to push back against this hesitation, which is usually a symptom of some kind of head trash.
I ask, “What would your Creator have to say about your score as a human being on that island? What would your mother have to say about it?”
When the question is put to them this way, most of them come to the realization that they already are a "10."
The challenge we all face is not verifying whether this is true about us as human beings—it is true. The challenge is whether we are willing to embrace this reality and act upon it. David Sandler had a saying: “You are only able to perform at a level that’s consistent with your own self-concept.”
Making “I-10” Happen Consistently
One of the key insights in developing an "I-10" mentality is distinguishing between role and identity.
Many people base their worth on role-related factors: their job title, achievements, or financial success, for instance. While these factors may end up contributing to our ongoing self-concept, they do not define self-worth.
Your worth as a human being is not contingent on external validation. It exists independent of sales quotas, client feedback, or deal closures. You really are 10 on a scale of 10, right now.
This realization is critical, because an identity rooted in your roles and your specific achievements is too brittle, too fragile—it fluctuates with success and failure. A mindset that's rooted in your own optimum self-worth, however, remains steady, providing resilience in difficult times. And it really will (among other things) help you to close more deals and bigger deals.
When in doubt, ask yourself: Is this me ... or is this a role I am performing?
