We were lucky to catch up with Amy Lemire recently and have shared our conversation below.

Hi Amy, thanks for joining us today. What do you think Corporate America gets wrong in your industry? Any stories or anecdotes that illustrate why this matters?

I experienced one of the biggest mistakes I see in the sales training industry when I was in sales. Most often the training focuses on the ‘outer game,:’ ‘do more,’ action, and tactics. Often there is a sales process and product knowledge to learn. What is most often missed is how to master the ‘inner game’ of sales success: self confidence, self discipline, and resilience. During my sales career, I joined Toastmasters, went to self development seminars and workshops to master my mindset for success. Once I moved into a Sales Training role within companies, I saw a vision to bring both the “inner game,’ and ‘outer game’ to sales training. This inspired me to start my business AIM Training and Consulting.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

Hello, I’m Amy Lemire, CSP, DTM, founder of AIM Training and Consulting Inc. Over the past 25 years, I’ve journeyed through the worlds of business-to-business and medical sales, and I’ve grown into a passionate advocate for sales excellence. Early in my career, I realized the profound impact that confidence and effective strategies could have on sales success. This insight inspired me to transition into sales effectiveness coaching, training, and consulting, leading to the creation of my own business, AIM Training and Consulting Inc.

Through my work, I strive to transform teams into high-performing sales units. My approach is embodied in the “Sales Confidence Code,” a proven framework that harmonizes mindset and tactics. This dual approach not only elevates sales professionals’ confidence but also significantly boosts their performance and results.

Through my passion to serve leaders, teams and businesses to be the best version of themselves, I achieved certification as an Og Mandino “Habitfinder” Leadership Coach, which allows me to specialize in leadership and personal development. I’m also honored to be a Certified Speaking Professional (CSP) by the National Speakers Association and to have achieved the Distinguished Toastmaster (DTM) recognition for communication and leadership skills.

In addition to coaching, I’m an acclaimed author of “From Zero to Sales Hero” and “From Zero to Speaker Hero,” books that aim to inspire and guide individuals toward excellence in sales and public speaking. Serving as a past president of the National Speakers Association in St. Louis and Chicago Chapters has further enriched my journey.

At AIM Training and Consulting, I am passionate about propelling your sales and leadership team to new heights. Our offerings include sales effectiveness training, process improvement, and performance, the Challenger Methodology, Habitfinder TEAM DNA Assessments, and comprehensive training in presentation and negotiation skills. My goal is to leave my audience inspired and equipped with actionable strategies that can lead to immediate improvements in sales performance.

Connecting with individuals and cultivating their potential to thrive and succeed in their pursuits is my ultimate mission. Transform your team’s outcomes by mastering both mindset and tactics with our unique approach.

Let’s connect—I’m excited to empower your team to sell more, be more, and confidently achieve financial success.

Let’s talk about resilience next – do you have a story you can share with us?

A story that illustrates my resilience is one that is a story of survival. At age 9, I learned the ultimate lesson of courage, determination, and self confidence. As my family and I were leaving an amusement park outside St. Louis MO, Six Flags, my mom took the outer road of the highway to avoid all the traffic on our way home. I remember going out to our car and the next moment, waking up in a hospital room. Having no memory of what happened, I came to learn that as we were driving on the outer road of the highway, a drunk driver was headed straight at the car I was in (I was sitting behind my mom, the driver, along with my 2 sisters and 2 kids who lived in our neighborhood). My mom dodged him and hit a fence, and I was broadsided, taking the impact. The doctor advised my mom and my family it was very likely I would be brain-damaged, and lose my sight, and vision. By a miracle, I survived with a broken wrist and I always say the decades of reconstructive and cosmetic surgery I had on my face was the easy part of the ordeal. The hard part was the blow it took to my self confidence. My grandmother gave me a book 2 weeks after the accident called ‘Determination,’ the story of Helen Keller. I learned at the young age of 9 that we can build confidence, determination, and courage, no matter what age we are. It is a skill. Although I acted out and was very rebellious as a teenage in dealing with the aftermath of the even, I found self-development at age 19 when I attended my first seminar. Once I got into sales, I realized that my self-confidence would be tested again. I joined Toastmasters and became a volunteer and Senior Leader for Tony Robbins and decided my mission was to be a master of self confidence and teach it to others. I truly believe the difference in sales and success comes down to our level of self-confidence.

Have you ever had to pivot?

In my sales career, there was a year that I had my best sales year ever, followed my worst sales year ever. After the year of making the Top 10 of over 52 Sales Reps, getting promoted to be a Sales Field Trainer, and getting accolades and recognition from the Sales Leadership Team, it all lead to a day I will never forget. The next fiscal year, my results dropped. I was midway through my fiscal year at only 3 % of my quota with a small sales funnel. One morning as I was preparing for my appointments for the day, I received a PIP Performance Improvement Plan letter from my boss, the Director of Sales. At first I was angry and in denial, but as the day went on I was in shock and disbelief. How could I go from Hero to Sale Zero? I hired a sales coach and it not only changed my results, it changed my life. I realized it came down to ‘Attitude, Activity, and Accountability.’ I shifted my attitude back to determination, I got back to doing daily prospecting activity, and I held myself accountable for my results (with the support of a coach). I ended the year at 128% of my quota and I got inspired to write my book ‘From Zero to Sales Hero,’ where I share my top 10 secrets to sales success, and how I went from being at the bottom back to the top of sales performance.

Contact Info:

• Website: https://www.aimtandc.com
• Instagram: @amyplemire
• Facebook: https://www.facebook.com/fromzerotosaleshero
• Linkedin: https://www.linkedin.com/in/amy-lemire/
• Youtube: https://www.youtube.com/@amyplemire/videos
• Other: https://www.facebook.com/amy.simatos/

Image Credits

Dani Kanders, Tabatha Mudra