6 Sales Secrets From Top Performers

What are the top sales performers doing differently? 

Sales and business development have been a bit of a rollercoaster over the past two years, with so many changes and shifts in the industry. 

Read on to learn from three highly relatable and inspiring salespeople as they share the secrets behind their sales success: Saad Ghafoor, Account Executive at Clearpay; Lara McElroy, Head of Major and Key Accounts at Omniplex Learning, and Charlie Pepperell, Business Development Manager at From Now.

From career pivots and finding their ‘why’ to micro habits that build resilience, their insights remind us that ethical, human-centred sales isn’t just possible – it’s thriving. And these top performers show us how this can lead to huge sales success.

Read on for six sales secrets to help you thrive.

1. Be interested, not interesting

A crucial philosophy for sales success is that curiosity beats charisma. A key differentiator in top-performing salespeople is that they focus on being truly interested in the buyer’s world – rather than making it all about themselves. 

“It’s not about showing off. It’s about listening deeply, asking the right questions, and staying curious about what makes each customer tick.” – Saad Ghafoor

In this short video, Saad shares his secret formula for unlocking sales conversations and why  genuine curiosity beats slick pitches every time:

2. Enjoy what you do and find your ‘why’

When you truly engage with the product or service you’re representing, selling it becomes so much easier. It’s very apparent to customers when you don’t enjoy what you do, especially when you’re in a customer-facing role.

Finding your ‘why’ also helps massively. Similar to the concept put forward by Simon Sinek, once you know what gets you out of bed and going through each day, this ‘why’ will keep you going when you’ve had a hard day, week or quarter.

Of course, your why can change over time, and can be as little or as large as you like. The important thing is finding it and holding onto it, especially when times get tough.

As a manager, it can also be important to help your team identify and share their personal ‘why’. That anchor helps people stay grounded through the highs and lows of sales.

3. Aim for 1% improvement every day

A great strategy for motivation in sales, either for yourself or your sales team, is encouraging small, consistent improvements.

Whether it’s trying a new outreach method, testing a tweak to your email intro, or simply planning your day more intentionally, 1% gains add up.

You could even review your skill set at regular intervals, and rate it out of 10. This helps identify areas for improvement and where marginal gains can be applied. 

Every tiny step of improvement means you’ll be better today than you were yesterday.

Watch Laura talk about how she’s adapted her leadership style post-covid and the four key recommendations she has for those leading remote sales teams:

4. Let your past shape your pitch

Coming into sales from a different career can contribute to success, and there’s no single mould for great salespeople. 

For example, Charlie’s background in performing arts has shaped her career in sales. Key skills from her theatre days, such as research, reading the room and storytelling, inform her prospecting and pitching.

Whatever background you have, there are sure to be skills you can use to be a successful salesperson. Tap into these, and embrace them next time you’re in a sales conversation. It’s the superpower that no one else can match! 

Watch Charlie talk about the power of storytelling and the alignment between the arts and her role as a salesperson:

5. Use AI like a co-pilot

While there’s no doubt that AI can be an extremely useful tool for tasks such as speeding up admin, researching accounts and drafting content, the question is where we draw the line on using it in our sales roles. 

AI isn’t perfect, and errors can easily creep in if it’s used unchecked, which harms client relationships. 

A good example of AI needing to be checked is when using it for writing emails. Make sure they’re edited before they’re sent, rather than relying on AI to generate perfect content the first time.

“The human in the loop is vital. Our clients know the difference.” – Lara McElroy, Omniplex Learning

In short, when used well, AI can amplify your strengths, but it can’t replace them.

6. Well-being is essential to performance

We may find that working in sales means we can find it hard to stay grounded while juggling all the stresses and challenges of a complex role. 

It can be all too easy to tie our identities too closely to performance, but learning how to surrender control can help detach our personality from outcomes and focus on consistency. 

Simple steps such as taking breaks, getting outside and keeping things in perspective are all non-negotiables for top-performing salespeople. Other helpful steps include self-reflection, connecting with like-minded peers, and having a trusted circle to talk to when things get tough.

Whether it’s a cold water swim or simple breathwork, the key takeaway is that taking care of yourself is not a luxury. It’s an important part of the job and vital for success.

The common traits of top-performing salespeople

These insights show us that the top-performing salespeople aren’t slick or pushy, but grounded, humble and thoughtful. They listen more than they speak. They stay curious, take care of themselves, and trust in long-term progress – all values that underpin Ethical Sales and the clients we work with.If you’re looking for ways to stay grounded and relieve yourself of day-to-day stress, check out our practical guide to stress management at your desk with two practitioners.

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