7 things top performers do differently in sales
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What separates top sales performers from the rest? It’s not just talent or luck. The best salespeople follow specific habits that consistently set them apart. They know that sales is a skill that can always be refined, and they take a proactive approach to growth.
If you want to improve your sales performance and close more deals, it’s time to adopt the strategies used by top sellers. Let’s dive into the seven key things they do differently.
1. Set clear, measurable goals
Top sales performers don’t just work hard. They work smart. They set clear, measurable goals that keep them focused and on track.
Instead of vague targets like “sell more,” they define specific outcomes, such as closing a certain number of deals per month or increasing revenue by a set percentage. They also break big goals into smaller milestones, making it easier to stay motivated and make consistent progress.
They don’t stop at goal setting. They track their progress relentlessly. This helps them adjust their approach when needed and identify patterns in their sales process.
2. Continuously invest in their skills
The best salespeople never stop learning. They understand that markets change, customer behaviors evolve, and new techniques emerge. To stay ahead, they actively seek out ways to sharpen their skills, whether through mentorship, books, or hands-on experience.
They often enroll in sales training courses to stay sharp and competitive. In fact, companies with continuous sales training achieve 50% higher net sales per employee. They also attend workshops, listen to industry podcasts, and analyze their own sales calls to identify areas for improvement.
Sales isn’t just about talent. It’s about constant refinement. If you’re not learning, you’re falling behind.
3. Master active listening
Ever had a salesperson talk to you instead of with you? It’s frustrating. That’s why top performers focus on listening more than speaking. They don’t just wait for their turn to talk. They pay attention to what the customer is really saying, both in words and tone.
By listening carefully, they uncover pain points, identify objections early, and build genuine relationships. They use phrases like, “Tell me more about that” or “What’s your biggest challenge right now?” This makes customers feel heard and understood, which builds trust and leads to stronger sales outcomes.
And when trust is high, closing the deal becomes much easier.
4. Personalize their sales approach
One-size-fits-all pitches don’t work. The best salespeople tailor their message to each customer. They take the time to research prospects, understand their unique needs, and adjust their communication style accordingly. Instead of pushing a script, they create their message based on the client’s business, industry, and goals.
They might emphasize different benefits depending on the industry, role, or company they’re speaking with. This makes customers feel like the solution is built just for them.
They also adapt their tone and approach based on whether a prospect is analytical, results-driven, or relationship-focused. And when people feel understood, they’re more likely to buy.
5. Follow up relentlessly
Most deals aren’t closed on the first call. Or the second. The best salespeople know that persistence is key. They follow up consistently – but strategically. They don’t just check in; they add value with each interaction.
Instead of sending generic “Just following up” emails, they share insights, relevant case studies, or new solutions to the customer’s problems. They might reference a past conversation or provide an update on something relevant to the prospect’s industry.
They keep themselves top of mind without being pushy. If you’re giving up after one or two follow-ups, you’re leaving money on the table.
6. Use data to refine strategy
Top sales performers don’t guess. They analyze. They rely on data to fine-tune their approach. Whether it’s tracking response rates, analyzing conversion numbers, or reviewing past deals, they use insights to get better. They constantly test different techniques, messages, and outreach strategies to see what works best.
They also use CRMs and analytics tools to spot trends. If a particular strategy isn’t working, they adjust. If a certain type of lead converts better, they focus on that.
Additionally, they study their top-performing deals to identify repeatable success patterns. If you’re not using data to guide your decisions, you’re missing out on valuable opportunities to grow.
7. Stay resilient and solution-oriented
Rejection is part of sales, but top performers don’t take it personally. They see every “no” as feedback, not failure. Instead of getting discouraged, they analyze what went wrong, tweak their approach, and try again.
They also stay optimistic, knowing that persistence often leads to a “yes” down the road. More importantly, they focus on solving problems, not just selling products. Customers don’t want a pitch; they want a solution to their pain points.
By shifting the conversation from “Here’s what I sell” to “Here’s how I can help you”, top salespeople build trust and close more deals. When setbacks happen, they focus on learning and improving rather than dwelling on the loss.
Success in sales isn’t random. It comes from consistent habits. Top performers set goals, invest in growth, listen actively, and personalize their approach. To up your sales career, adopt these habits and commit to continuous improvement. The best salespeople never settle. They keep learning, adapting, and growing.