Sales professionals have been making concerted effort to improve their image in these "politically correct" times. As a result, they have become more tuned into their prospects and have developed more honest relationships with their customers. However, salespeople have not really made an effort to be more honest where it counts the most--with themselves.

The following are the most common sales lies that we have seen salespeople use on themselves. These lies that they tell themselves can actually inhibit success and prevent them from achieving their sales goals:

1. Someday I will not need to prospect. Sales-people look at veteran successful sales professionals and believe that once they cultivate a few big accounts, they will never have to prospect for new business again. This is the most dangerous sales lie. Without a steady stream of new prospects, a salesperson is putting his/her income stream in jeopardy. All that has to happen is the loss of one major account, and then the salesperson is back to square one.

It is important for you to prospect regularly to protect your income base so that you are not reliant on the unpredictability of one or several major existing accounts for success.

2. It's OK to lie--just a little. Not really. Lies have an interesting way of catching up with you. Whether you are lying to your manager, co-worker or your prospects, you will find it's really much better to tell the truth--even if you risk losing an account.

As a salesperson, your reputation and credibility is the key to success. Be truthful with everyone, even on minor issues so that you will be trusted throughout your relationships.

3. People really need our service. Whether you sell anything from cars, to computer systems, to insurance to unique engineering services, nobody really needs you. Prospects have been using or doing something else without you, and they can continue doing that, or something else indefinitely.

What you do offer your prospects is a means to help them do what they are doing--better. For example, a person who you think desperately needs a computer can do his/her job manually or hire an outside service. What you offer is a way to get his/her job done more efficiently.

4. It's business--I don't take it personally. This is the lie salespeople use to help themselves get over the rejection that occurs often in selling. The problem with this lie is--it's not true, and it doesn't work. If a prospect stands you up, it does hurt you--personally. When you've put hours upon hours into a presentation, and the sale doesn't close, it also hurts you personally. The fact is that selling is part of your life. It's your livelihood. When rejection happens, you need to accept it and deal with the blow emotionally, and then move on.

5. Don't worry about the competition, they'll never reach us, or we really don't have any competitors. This sales lie has caused great financial damage for major corporations such as GM and IBM. Even if you are in a high tech field selling a breakthrough product or service, you have got to realize someone else is selling, or about to sell a product or service that may make your product obsolete.

Read your industry and your customer's industry publications regularly. Always seek out information on your existing competition, as well as products that can be used in place of your product.

6. Someday you will not need to prospect. Remember, if you want a successful sales career, prospecting must be a part of it for the long term.

7. People will buy if they miss an appointment they owe me. The fault with this lie is prospects don't really owe you anything. You are going after prospects for the sale, and whether they feel guilty or not for missing an appointment, or forgetting to return your call, does not effect their buying decisions.

Apply your sales skills to the fullest, no matter what you feel your prospect may owe or not owe you.

8. Sales are really easy to make here. This is the biggest trap too many salespeople fall into. When sales close easily, it's dangerous to sit back and let them happen. It could be a fluke, or it could just be temporary.

Either way, if sales come easily, it's important to work just as hard as if they came with a greater struggle. In the worst case, the hard work will just result in greater success and higher sales income.

9. This prospect is a sure thing. Unfortunately, no prospect is a sure thing. Even after a contract is signed, a sale can still fall through. Use something solid to identify the "sure things," such as "freight on dock" for products, or "date of service scheduled" for services.

10. If you succeed--then I succeed. This lie is an excuse to sit back and let others take control of your sale. If your prospect is looking into competitors' services and pricing, you must get involved. If your account has been handed over to technical support people you should still stay involved so you make sure you succeed.

11. Someday I will not need to prospect. Keep in mind prospecting is always necessary if you want a fresh business base to draw your income from.

A sales career is hard work--but it can also be the most financially rewarding career of all the choices open to you. It is crucial to be truthful with yourself as well as your prospects so you can achieve the results you desire based upon trust, solid relationships and your efforts.

Stephan Schiffman is the founder and president of D.E.I. Management Group. He is the author of several best-selling books, including High Efficiency Selling and Make It Your Business.