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Identity vs role (IR) means your worth as a person stays separate from how you perform in the business. Identity is your non‑negotiable value; role is the job you do. When you separate them, you can coach hard, hear “no,” and still stay confident and objective.
The Sandler success triangle says sustainable performance comes from three pieces working together: Attitude, Behavior, and Technique. Attitude is how you see yourself, your company, and your market. Behavior is the actions you take. Technique is how you run meetings, ask questions, and move deals or projects forward.
Identity vs role in sales is the idea that your worth as a person (identity) is completely separate from how you perform in your job (role). Deals fall through, leads ghost you, or choose cheaper competitors—but those are role outcomes, not a verdict on you as a human.
Transactional analysis, a psychological theory developed by Eric Berne in the 1960s, provides a powerful framework for understanding human interactions. At its core, transactional analysis identifies three states of communication: Adult, Parent, and Child. Each state influences how we interact with others and can significantly impact sales outcomes.
In the realm of sales, curiosity is a powerful tool. Inspired by the legendary TV character Columbo, who was known for his relentless questioning and humble demeanor, sales professionals can learn a lot about building trust through curiosity. Columbo's method involved asking seemingly simple questions that encouraged the other party to reveal more than they intended. By adopting a curious mindset, salespeople can create an environment where clients feel comfortable sharing their needs, concerns, and goals.