Regardless of the number of years spent selling, or level of understanding one has in regards to sales techniques or strategies, without a strong conviction in oneself, the prospect's conviction in moving forward will not be there.
While many in the world of selling are consumed by the rejection, and high levels of negativity they are subjected to daily, the top producer never allows the prospect to steal their self esteem. Top producers take rejection and negativity and convert that into energy. Top producers don't get mad, they get even. In other words if a deal they were counting on dissolves before their eyes, they immediately set out to replace that "done deal" with another, opposed to allowing the negativity to manifest itself causing a snowball effect resulting in another bad month.
This negative economy unfortunately has created an increase in the amount of negativity and personal rejection sales people experience. This negativity in turn depletes self-esteem, which in turn reduces the sales person's "level of expectation" for success. Many sales people these days only expect to sell enough to keep their jobs. This reduced level of expectation reduces their performance level, which finally reduces the level of sales.
Can attitudes change, can they Improve? Yes! However removing the obstacles and mindset that lead to the less than positive attitude is essential.