Large studies of salespeople put the true elite at about 6%. What sets them apart isn't charisma or luck, and almost all of it can be trained. Here are the 10 things they have in common, what they look like at the door, and a 2-minute check to find your weak spots.
Each trait links to the part of this site that trains it.
Insurance agents who explained setbacks as temporary and specific sold 37% more than those who took them as permanent and personal, and quit far less.
At the door“That was one door. They were busy.” Not “I'm bad at this.”
In a study of 442 sales reps, those with more grit, meaning they stick with a long-term goal through setbacks, had 40% higher odds of staying in the job.
At the doorJudge your career in years, not in one summer or one bad week.
In assessment data on hundreds of thousands of salespeople, 94% of the bottom 5% showed a strong need for approval. Most of the elite didn't.
At the doorAsk for the sale even when it feels awkward. A homeowner who's a little annoyed today can still be a happy customer.
A classic study of salespeople found the best ones combine empathy (feeling what the customer feels) with drive (needing the win). Either one alone falls short.
At the doorHear the real concern behind the objection, then close anyway.
In over a million recorded sales calls, top reps talked about 43% of the time; average reps talked about 68%. (Those were phone and video sales, but the direction holds at the door.)
At the doorAsk the question, then be quiet. Let them name the problem.
Two large research reviews found adapting to each customer is one of the strongest predictors of sales performance, while simply “caring about customers” isn't enough on its own.
At the doorFast and to the point with a rushed dad; slower and warmer with a retiree on the porch.
In the same review, selling knowledge (product, customer, and technique) was the single strongest predictor of performance.
At the doorKnow your service, the local bugs, and your pricing so well you never have to think about it.
91% of the top 5% of salespeople were strong at qualifying, compared with 6% of the bottom half.
At the door“Do you guys have a company or not yet?” and finding out early who makes the decision.
95% of the top 5% were strong at value selling, compared with 10% of the bottom half.
At the doorTie the price to what they get, and give a business reason for every price drop.
Salespeople in the middle of the introvert–extrovert scale earned about $151 an hour vs $115 for strong extroverts. Top sellers also score high on modesty and conscientiousness.
At the doorConfident and calm beats loud and over-eager. Show up the same way every day.
Strong extroverts earned less than reps in the middle. They tend to talk too much and come across overconfident.
Grant, 2013, Psychological Science
In a study of over 6,000 reps, pure “relationship builders” were the type least likely to be star performers: 7%, compared with about 40% for reps who teach the customer something and take control.
CEB, The Challenger Sale
MetLife hired agents who failed its standard sales test but scored high on optimism. By their second year they outsold the regular hires. Optimism, listening, and handling rejection are all trainable.
Seligman, Learned Optimism
12 statements, about 2 minutes. Answer for how you actually are at the door, not how you'd like to be.
Saved on this device. Retake it after a few weeks of drills to see what moved.
Bouncing back from rejection has the strongest research behind it of anything on this page.