If you're reading this article, it's probably because you're an ambitious sales rep looking to improve. You realize your conversion rate isn't optimal yet and you're looking for concrete solutions to progress and become a better sales rep.
Here are 5 practical tips you can implement today to improve your sales performance. They're based both on my observations of the best sales reps in their industry, and on over 3,000 sales calls I've made over the past year.
1- The Start of the Sale: The Most Important Step
During a masterclass I had the chance to attend during my MBA, an experienced businessman came to coach us on the best sales techniques.
He asked one of the participants to sell him a pen. The participant started by asking questions to better understand his need. Everyone thought this was the right approach. We were all wrong.
We forgot a crucial step: building a personal connection with the prospect.
The best sales reps are those who create a connection from the very first moments, who are genuinely interested in the prospect, their background, their family, their passions. Find 2 to 3 topics or common ground before getting to the point.
2- Confidence: The Most Important Skill
I had the chance to meet the top performer at a company — a sales rep who performed 3 to 5 times better than the others.
Their answer: perseverance and confidence.
They explained that you should never give up, that you need to bounce back quickly after a rejection, but above all that you need to remain confident in your sales abilities. You must believe in what you say and say it with conviction.
If you hesitate or think your product is too expensive, your prospect will feel it. Conversely, if you're confident in your offer and in your ability to sell, that confidence will be transmitted and will inspire your prospect more.
Sales is also a mental game. If you go several days without closing a deal and it affects your confidence, your results will suffer as well.
3- Giving 200%
If you want to get better results or become one of the best, but you're doing exactly the same thing as everyone else, it won't work.
If you arrive at the office at 10am and leave at 4pm, you risk getting average results.
The best sales reps I know make more calls, work longer hours, and never slow their efforts.
“If an average salesperson makes 20 calls a day, a rep giving 200% will make 40, even 60. Quantity leads to quality.”
Many sales reps who have reached President's Club are those who put in the most effort daily.
4- Statistics and a Structured Pitch
When it's time to pitch a client, it's not the time to improvise. There are structures, frameworks, and pitch sequences that can significantly improve your results.
The best sales rep I know uses a very similar approach for every call, while adapting it slightly to the context. They know their metrics precisely: number of calls, conversion rate, pipeline size, and revenue generated.
- —Their closing rate by prospect type
- —Their average number of sales per day, week, and month
- —The tools they use: Dialpad, Salesforce, SalesPitch, Gong
- —Their strengths, weaknesses, and areas for improvement — analyzed after each call
They don't hesitate to ask for coaching to progress. Measuring means improving.
5- It's All in the Follow-ups
I know many sales reps who make a call, present their pitch, send a follow-up email, then stop contacting the client. They then focus on new prospects, and the cycle repeats. They leave thousands of dollars on the table.
They interpret the client's silence as a lack of interest, which is often wrong. Yes, getting ghosted happens, and some clients don't respond even after several follow-ups. However, you need to understand that clients are constantly solicited, busy, and often short on time. This doesn't mean they're not interested.
The best sales rep I know made up to 12 follow-up attempts with a client before closing a sale. They also once waited 9 months before finalizing a transaction. As long as they don't get a clear NO, they keep following up.
Conclusion
Becoming a better sales rep is possible. Contrary to some beliefs, the best sales reps are not born that way — they become so through perseverance, discipline, and a growth mindset.