Something I see in many of my clients is the deep desire and even commitment to achieve their outcome and their results and for that I love them for who they are and what they do. And whilst this is incredibly powerful in itself and they know what they want and they can see a path, sometimes where they get stuck, is that is all they tend to focus on – what they need to do and what they want to achieve.

And we know that there are so many factors that come into play that may prevent these outcomes happening – timing, other people’s priorities, missed communication and the list continues – all usually stuff outside their control.

And when your focus is on the task at hand and the outcome, for some – not all, they will continue to spin their wheels, grow more and more frustrated, beat up on themselves and either fail, do a half-hearted job or quit. And we all know how that feels, right?

So, for that person who sits there and goes into ‘woe is me’ or worse still, comparison mode with those around them, what will create the shift needed for them to go more with the flow, be more proactive and show that high performer side of themselves?

And the secret is in that little word ‘be’. Who do they need to step up and become, cliched as it sounds, in order to move forward seamlessly.

There is a timeless principle that states most people want to have something, or get or achieve something and they will do what it takes and then they will be happy. Doesn’t work!!!

You must reverse it. The Be-Do-Have Principle many of us all know, means you start with who you need to be. And that is a conversation, very few people are game to have with those around them, especially leaders and even salespeople with their clients, because they don’t know where to take the conversation, where it will lead them or what to do with the information.




However, I believe there are TWO components missing to this celebrated model. I believe to become the person you need to step up and become to be that high performer, you must learn to THINK differently and once you shift your thoughts, you can’t help but move toward a more effective you. That will cause you to shift what you do and say, and ultimately achieve what you want to have.

There is also another step in the process that closes the loop from my perspective. When you finally have what it is you want or you have achieved your outcome, you must GIVE to others. By doing this you’ll continue to grow and achieve and feel totally fulfilled in the process because the culture, interactions with people around you and ultimately your success, will also shift.

If you are thinking about yourself right now, answer these 5 questions:

  1.  What is one meaning I could shift my thinking on, that if I did, it would allow me to show up as who I need to be for this sales call, in this conversation, with this presentation?
  2. Who is that person – what do they look like, sound like, think like?
  3. What could I do differently to be that person?
  4. What would my outcome be as that person?
  5. How would that be helping someone else and who could that someone be?

If you are a leader, think about those you work with and consider how you will have these conversations with those around you from a space of giving.

As salespeople, think about how you can contribute to your client’s growth as well as yours.


Be Bold and Brilliant!
Bernadette McClelland - Keynote Speaker



Bernadette McClelland is CEO of 3 Red Folders, a boutique sales performance and sales leadership practice bringing science-backed and evidence based sales programs to mid size businesses with a strong focus on how today’s buyer buys as opposed to how yesterday’s seller sold.

Bernadette McClelland Call Me NOW