Sales Coaching

So I’m curious as I am starting to think about the value of coaching, and the impact of coaching for sales excellence.  In my experience, the traditional way of achieving excellence was based on following a variety of “sales processes” either a 10 step or 9 block method of success. What if we looked a achieving sales excellence by determining a sales persons limiting beliefs about themselves, and how might that impact their success.  So my question is what is a limiting belief that you have that might be impacting your success in sales?