Our Story
The Sales Identity is the Behavioral Intelligence platform for sales. It exists to reveal the patterns shaping how salespeople build trust, respond under pressure, improve over time, and perform.
The Sales Identity grew out of years spent coaching, observing, and developing sales professionals in real selling environments. The work kept pointing back to the same truth: the conversation matters, but the behavior underneath it matters more.
A single conversation score can be useful, but it is still only a snapshot. It can miss whether a salesperson is building trust more consistently, staying composed under pressure, recovering from objections, or improving the habits that shape performance over time.
Behavioral Intelligence focuses on the patterns that repeat across practice. Those patterns reveal how a salesperson sells, where they are strengthening, and which development areas deserve attention next.
Joshua Willis founded The Sales Identity after seeing how much sales coaching depends on memory, isolated role-play, and surface-level conversation review. The platform was built to make observable behavior easier to identify, measure, and improve.
The vision for Behavioral Intelligence is a clearer way to develop salespeople: practice consistently, identify the behaviors shaping performance, and build a Sales Identity that gets sharper with every meaningful conversation.
Conversation Intelligence tells you what happened. Behavioral Intelligence reveals the patterns shaping who a salesperson is becoming.
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