What makes an outstanding salesperson? Is selling an art or a science? Why does the Paredo Principle -- otherwise known as the 80/20 rule -- hold true industry to industry and company to company?

Contrary to nearly every traditional sales training philosophy, which preaches about the process of sales, the best way to unleash a salesperson's true potential is to focus on the psychology of sales. Once an individual understands the psychology of sales, they can then tackle the process of sales.

To better understand the psychology of sales, we should first discuss results. There are many types of results, but for our purposes let us assume there are results that last the test of time and those that fade into the sunset. We will call them sustainable results versus attainable results.

Too often, companies are disappointed by the longevity of their training results. The common theme I run into when interviewing prospective clients is that sales training is one of those necessary evils that is always too expensive and yields fleeting results.

Yet most businesses understand the value and investment in high-quality training. Sales is one of the few areas of business that can provide a significant increase in profitability in a relatively short time. And by increasing the productivity and efficiency of a sales force, a company can significantly impact its bottom line.

So what differentiates training that yields sustainable results versus mere attainable results? Very simply, it is an initial focus on the sales mindset and on keeping with basic principles.

Socrates said, "Learning is remembering." Complex training is useless unless it can be understood and implemented.

Outstanding sales performers who consistently perform in the top 20 percent have a sales mindset that is superior to the rest of the pack. The easiest way to change behavioral patterns quickly is to emulate success; in other words, model the mindset of a top performer and compare it to yours. Is it consistent? If not, decide what changes need to be made.

We all have a variety of mindsets that we go through every day; however, each of us has a prevailing mindset about our ability in sales. Mindset is nothing more than a set of beliefs that we have accumulated over time.

Change your beliefs about your selling ability, and you will forever change your results -- not just temporarily. By simply trying another closing technique or changing your pitch, your mindset will ultimately lead you to the same results.

Psychology always trumps process over the long haul. With the proper mindset, virtually any system or technique can yield outstanding results. Just ask the top 20 percent of those who move from company to company and industry to industry with the same results. Someone who can "sell ice to an Eskimo" doesn't have a divine gift for sales, just a belief that Eskimos need ice.

Perhaps you believe that changing beliefs is a long-term process. People change beliefs instantly. Unfortunately, it usually takes a traumatic event to push them to the threshold of immediate and lasting change. Fortunately, with the proper tools at your disposal, changing your beliefs can be a simple choice you make as routinely as deciding what to wear to work.

So why don't we hear more about this "psychology first" approach? Frankly, it's not all that sexy. We are in a society that is constantly searching for the quick fix.

The psychology of sales approach forces a salesperson to look squarely in the mirror and admit that his or her results are solely dependent on who is looking back at them. It's not as sexy or digestible in the short term, but the long-term results are what make sales managers and executives heroes.

The second reason we see so few organizations giving anything but lip service to the psychology of sales, is that it is more difficult to effectively train. Anyone can regurgitate a new sales process or technique that will temporarily increase results. To effectively convey the need and value of mindset shift is a much more sophisticated and rewarding journey.

I am not in any way discounting the need for an effective sales process. A process is critical once the mindset is established. The key is to remember psychology first, process second.

This philosophy will ensure the sustainable success you and your sales team deserve.