Self-awareness is at the heart of effective learning and personal growth, and gives you a powerful advantage in business!
Instead of accepting every client who can pay for your services, self-awareness helps you be more discerning about who you bring into your business. Because when you understand yourself — your values, strengths, preferences, and needs — you make onboarding decisions that feel attuned and aligned with your vision.
Take Michael, for example. Like many new business owners, he was so eager to grow his business that he took on any client who was ready to pay.
Over time, though, Michael realized he wasn’t enjoying his work. He was often drained, frustrated, and dreading his client sessions. That’s when he realized that something was off — he wasn’t being intentional about who he worked with.
Michael reached out for help, and was guided to develop a deeper sense of self-awareness. He began identifying the types of clients who truly energized him: those who aligned with his values and appreciated his unique approach.
By getting clear on his personal preferences, Michael learned how to set boundaries with clients who weren’t a good fit – he created his “Not list,” a clear guide for client traits that don’t align with his needs. The result? A business filled with clients he genuinely enjoyed working with, and the energy and fulfillment he had been missing for years.
At the Ethical Sales Institute, self-awareness is embedded in every aspect of our teachings.
Self-awareness, like Michael’s experience, plays a key role in ethical decision-making and responsible selling practices. When you’re in tune with your values, you recognize your biases and predispositions, and can approach sales conversation with integrity, transparency, and honesty. This is exactly what we teach at the Ethical Sales Institute — how to meet your business goals while maintaining ethical standards and prioritizing your clients’ success.
When you know your personal preferences for clients who will thrive in your care, it’s easier to set boundaries with less-than-ideal clients while also welcoming clients who have the qualities you enjoy working with.
Knowing yourself also makes communication – a vital aspect of sales – easier and more effective! When you’re self-aware, you can manage your emotions better, leading to clearer and more enjoyable, effective conversations with clients. This emotional intelligence helps create long-term, loyal relationships.
Reflection Practices Enhance Self-Awareness
Developing self-awareness doesn’t just happen overnight. It requires regular, intentional reflection. At the Ethical Sales Institute, we emphasize practices like journaling, reviewing sales conversations and client results, and asking for feedback from peers. These reflections help you dig deeper into your motivations and actions, and cultivates a mindset that seeks success aligned with your core values. An easy way to begin this process is by honoring our pillars and reflecting on what they mean to you: Humans Over Transactions, Sell the Way You Serve, and Celebrate Choice.
Self-awareness is not a nice-to-have; it’s essential in Ethical Sales. It gives you the power to make decisions that reflect who you are and what you stand for, both personally and professionally! Self-awareness is the foundation for becoming principled leaders, and at the Ethical Sales Institute, it’s how we ensure positive contributions and impact in our businesses, communities, and the broader world. Because when you embrace self-awareness, you’re not just building a business — you’re shaping our future.
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Marla Mattenson
With a 25+ year career, Mattenson is a trailblazer in transforming sales paradigms from transactional to relational for professionals who prioritize the integrity & fulfillment of their services. She is a champion of consent-based sales.
www.instagram.com/marla.mattenson
