Doing What Others Won’t
To be in the top 1% of all sellers, you must commit to doing what the other 99% will not. The top 1% of salespeople distinguish themselves not only by selling more but by adopting distinct mindsets and behaviors. They will venture beyond their comfort zones. They embrace challenges others shy away from. This elite group has honed habits and attitudes that set them apart. And they are driven by discipline, courage, and a relentless work ethic.
One of the defining traits of these top performers is their profound understanding of their clients. They dive deep, uncovering not just the business needs but also the personal aspirations and challenges of their clients. This approach transforms them from mere vendors into trusted advisors. As The Idea Man, Bob Hooey, said, "If you are not taking care of your customer, your competitor will." In contrast, many salespeople focus on immediate gains, neglecting the deeper research required to build lasting relationships. They rely on repetitive pitches, avoiding the effort needed to tailor solutions. This short-sighted approach often results in stagnant performance, as they miss opportunities to connect on a meaningful level.
Top salespeople recognize the importance of integrating digital strategies with traditional media. They don't abandon the old but enhance it with the new, creating comprehensive campaigns that resonate across platforms. They guide clients through the complexities of the digital landscape, ensuring clarity and confidence in marketing decisions. However, many in the sales field resist this integration due to a lack of understanding or fear of the unknown. They may avoid digital discussions to prevent exposing their ignorance or, conversely, push digital solutions too aggressively without a clear strategy. This reluctance to adapt can leave them behind in a rapidly evolving market.
Data-driven decision-making is another hallmark of the top 1%. They analyze metrics, study audience behaviors, and track campaign performances to provide actionable insights. This empirical approach builds credibility and trust with clients. As William Clement Stone noted, "Sales are contingent upon the attitude of the salesman, not the attitude of the prospect." Embracing data reflects a proactive and informed attitude, which is essential for success. In contrast, many sales professionals find data analysis daunting. Overwhelmed by numbers, they may rely on intuition or outdated methods, missing data precision. This avoidance stems from a fear of complexity and a reluctance to invest time in developing analytical skills.
Customization is a key strategy for top performers. They avoid the one-size-fits-all solutions, instead tailoring their offerings to meet each client's unique needs. This personalized approach encourages stronger relationships and more effective campaigns. As Zig Ziglar said, "Don't become a wandering generality. Be a meaningful specific." This principle guided his successful sales career and made him a renowned motivational speaker. Despite its effectiveness, customization is often overlooked because it demands creativity, time, and effort. Many prefer the ease of standard packages, avoiding the challenges of developing customized solutions. This reluctance to innovate can lead to missed opportunities and client dissatisfaction.
Continuous learning is a cornerstone of the top 1%'s success. They proactively seek knowledge, staying abreast of industry trends and evolving technologies. This commitment to growth ensures they remain relevant and effective. Conversely, many salespeople become complacent, relying on existing knowledge and resisting new information. This stagnation can hinder progress and adaptability in a very dynamic market. The unwillingness to invest time and effort in learning often stems from a fear of change or a belief that current methods are sufficient.
Building lasting relationships is another priority for top salespeople. They view clients as partners, investing time to understand their long-term goals and offering ongoing support. This dedication leads to repeat business and referrals. Joe Girard is recognized as one of the greatest car salesmen ever. He built his success on personal relationships. He sent monthly cards to his clients, which kept him top-of-mind. In contrast, many focus solely on immediate sales, neglecting the cultivation of deeper connections. This transactional approach can lead to client attrition and a lack of loyalty. The emphasis on short-term gains often overshadows the benefits of building partnerships.
Resilience is a defining characteristic of the top 1%. They view rejection as a learning opportunity and persist despite setbacks. This tenacity is a central element in the competitive world of sales. As Winston Churchill said, “Success is not final, failure is not fatal: It is the courage to continue that counts.” This mindset keeps the top performers moving forward, regardless of the challenges they face. They are not afraid of failure because they see it as part of the journey to success. This resilience enables them to learn from their mistakes, adapt, and grow stronger with each setback.
Howard Schultz is the former CEO of Starbucks. Schultz faced numerous rejections while trying to secure funding for his vision of Starbucks as a third place between home and work. Over 200 investors turned him down, but he kept pushing forward, eventually building one of the most successful global brands. His story illustrates the power of perseverance and the willingness to keep moving forward despite rejection. This is a quality shared by the top 1% of salespeople who don’t give up when they hear “no.” They understand that persistence pays off.
Meanwhile, many salespeople give up too soon. They take the rejection personally, letting it damage their confidence and willingness to try again. They fear looking foolish or being criticized, so they avoid risks. They allow setbacks to stop them rather than using them as learning experiences. They don’t have the inner strength to push through tough times, leading them to quit before they even begin. This lack of resilience is one of the biggest barriers preventing them from reaching the top.
Top performers don’t just overcome rejection; they anticipate it. They prepare themselves mentally for objections and setbacks, crafting strategic responses in advance. This proactive mindset gives them the confidence to handle challenges with grace. As motivational speaker Les Brown says, “You don’t have to be great to get started, but you have to get started to be great.” The top 1% embody this mindset, embracing challenges as opportunities to grow and learn. They show up every day, ready to face whatever comes their way, with the belief that perseverance leads to progress.
Another key trait of the top 1% is their commitment to effective time management. They prioritize tasks that drive the most impact, focusing on high-value activities that lead to growth and success. They understand that time is their most valuable resource and allocate it strategically. They don’t get distracted by busywork or low-priority tasks. Instead, they stay laser-focused on activities that bring them closer to their goals. This discipline allows them to accomplish more in less time, maintaining high productivity without burning out.
Take Benjamin Franklin, for example. Franklin was known for his meticulous time management and disciplined daily schedule. He organized his day into specific time blocks, dedicating hours to work, learning, and self-reflection. Each morning, he asked himself, “What good shall I do today?” and each evening, “What good have I done today?” This intentional planning and self-assessment allowed him to excel as an inventor, statesman, writer, and entrepreneur. His ability to maximize every moment of his day made him one of the most productive figures in history. Top salespeople adopt a similar approach by meticulously planning their days, ensuring they focus on what truly matters.
However, most salespeople struggle with time management. They allow distractions to pull them away from important tasks. They react to every email or phone call without considering its urgency or impact. They fail to prioritize, leading to scattered efforts and inconsistent results. This reactive approach limits their productivity and prevents them from achieving their full potential. They end up feeling overwhelmed and stressed, unable to keep up with their responsibilities because they lack a clear plan of action.
The top 1% also master negotiation and objection handling. They don’t fear difficult conversations or conflicts. Instead, they view negotiations as opportunities to create value for both parties. They listen actively, understand the client’s perspective, and find solutions that meet both their needs and the client’s. This collaborative approach builds trust and leads to win-win outcomes. They don’t cave under pressure or accept unfavorable terms just to close a deal. They stand firm on their value, knowing that a well-negotiated agreement benefits everyone involved.
A great example of masterful negotiation is Steve Jobs. Jobs was known for his ability to negotiate strategic partnerships. He secured favorable deals that propelled Apple to new heights. One of his most famous negotiations was convincing John Sculley, then CEO of Pepsi, to join Apple by asking, “Do you want to sell sugar water for the rest of your life, or do you want to come with me and change the world?” This powerful question reframed the conversation. It made the opportunity irresistible. Top salespeople use similar techniques, reframing objections and presenting compelling reasons for clients to choose them.
Most salespeople shy away from negotiations because they fear rejection or conflict. They settle for less just to avoid discomfort, leaving money on the table and undervaluing their services. They lack the confidence to advocate for themselves and their solutions. This fear of confrontation prevents them from maximizing their earning potential and building stronger client relationships. They avoid tough conversations, opting for easier, less effective solutions that don’t fully meet the client’s needs.
Finally, the top 1% embrace accountability. They take full responsibility for their actions, results, and growth. They don’t make excuses or blame external circumstances. If they miss a target, they analyze why, learn from the experience, and make the necessary adjustments. They are honest with themselves, recognizing their weaknesses and actively working to improve. This level of accountability drives continuous growth and excellence. They don’t wait for others to motivate them; they are self-driven and committed to their own success.
Many salespeople avoid accountability. They make excuses, blaming the economy, the product, or the client’s budget for missed targets. They don’t reflect on their actions or learn from their failures. They avoid self-assessment because it’s uncomfortable to confront their shortcomings. This lack of accountability leads to stagnation and prevents them from growing into top performers. They remain in their comfort zones, never reaching their full potential because they refuse to take responsibility for their outcomes.
The difference between the top 1% and everyone else is not talent or luck. It is about mindset, action, and resilience. It is about embracing discomfort, taking risks, and learning from every experience. It is about choosing growth over safety and showing up every day with purpose and passion. The top 1% are not superhuman. They are simply willing to do what others won’t. They are committed to excellence, discipline, and continuous improvement. They push themselves beyond their limits, knowing greatness lies outside that comfort zone.
As Tony Robbins once said, “The only limit to your impact is your imagination and commitment.” The path to the top is open to anyone willing to do the work, face their fears, and keep pushing forward. The question is not whether it is possible but whether you are willing to do what it takes. Are you ready to step into the mindset of the top 1%? Are you prepared to push past your comfort zone, embrace accountability, and commit to your own greatness? The choice is yours, as the journey begins with a single step. And the road to the extra mile is rarely crowded.
My new book, Culture Beats Strategy: 40 Marketplace Lessons for Sellers, is now available on Amazon. If you like what you have read, please consider ordering a copy or two. You can always send one to a friend. Order a copy here: https://bit.ly/CultureBeatsStrategy