Top performers in sales aren’t just luckier or more talented. They do specific things that average performers don’t. According to LinkedIn’s State of Sales Report, 82% of top-performing salespeople say they always perform research before contacting prospects, compared to just 49% of other sellers. That 33-point gap represents a fundamental difference in approach. The good news: the behaviors that drive top performance are learnable. Whether you’re new to sales or looking to break through a plateau, understanding what separates the best from the rest can transform your results.

They Prepare More Than Others

Top performers don’t wing it. They invest time before every interaction.

Pre-call research:

• Review the prospect’s LinkedIn profile and recent activity
• Check the company’s news, press releases, and job postings
• Understand the industry context and common challenges
• Identify potential connections or common ground
• Research the competitive landscape they’re dealing with

Meeting preparation:

• Review all previous interactions and notes
• Understand where the deal is in the process
• Prepare specific questions for this conversation
• Anticipate objections and prepare responses
• Know the goal for this specific interaction

Why it matters:

Prospects can tell instantly when a rep hasn’t done homework. Preparation demonstrates respect for their time, builds credibility, and enables more relevant conversations. The extra 10-15 minutes of research often saves 30+ minutes of fumbling through irrelevant discovery.

They Ask Better Questions

Top performers understand that selling is about discovery, not pitching.

Question quality differences:

Average reps ask surface-level questions:

• “What challenges are you facing?”
• “What’s your budget?”
• “Who makes the final decision?”

Top performers ask deeper questions:

• “You mentioned improving efficiency. What’s the cost to the business when that doesn’t happen?”
• “Help me understand how you’ve tried to solve this before and why those approaches fell short.”
• “Walk me through what happens after you decide to move forward. Who else needs to weigh in?”

Research shows the gap:

According to ValueSelling Associates research, top performers score an 8 out of 10 for asking questions and listening, compared to 5.3 for average reps. That’s not a small difference; it’s a fundamental capability gap.

How to improve:

• Prepare questions before every call
• Focus on understanding impact and implications
• Follow up on answers with “tell me more” probes
• Resist the urge to pitch when you should be listening

They Listen More Than They Talk

The best sellers understand that listening creates opportunities that talking never will.

Listening behaviors of top performers:

• Let prospects finish their thoughts without interruption
• Take notes on specific language prospects use
• Pause before responding to ensure the prospect is finished
• Reflect back what they heard to confirm understanding
• Listen for what’s not being said as much as what is

The data supports this:

Research from Chorus found that successful reps are 10x more likely to use collaborative words like “us,” “we,” and “our” instead of “I” and “me.” This linguistic shift reflects a fundamental orientation toward the prospect rather than themselves.

Why buyers value it:

When asked what they want from salespeople, 69% of buyers say “listen to my needs.” That’s the top response, ahead of product knowledge, responsiveness, or any other factor. Yet most reps do the opposite, talking more than listening.

They Follow Up Relentlessly

Follow-up is where average reps fail and top performers excel.

The persistence gap:

Research consistently shows that most sales require multiple touches, yet most reps give up too early:

• 44% of salespeople give up after one follow-up
• 80% of sales require five or more follow-ups
• Top performers average significantly more touches per prospect

How top performers follow up:

• Each follow-up adds new value (insight, resource, perspective)
• They vary channels (phone, email, LinkedIn, video)
• They reference previous conversations specifically
• They remain persistent without being annoying
• They have a system for tracking and timing follow-ups

What makes follow-up effective:

The difference isn’t just quantity; it’s quality. Top performers don’t just “check in” or “circle back.” Each touchpoint has a purpose and offers something useful to the prospect, whether that’s a relevant article, an insight from a similar company, or a specific answer to a question raised earlier.

They Manage Their Time Ruthlessly

Top performers protect their selling time like it’s sacred.

Time allocation differences:

Average reps spend only about 35% of their time on actual selling activities. Top performers may not dramatically increase that percentage, but they maximize the quality of their selling time.

How top performers manage time:

• Block dedicated prospecting time and protect it
• Batch similar activities together (calls, emails, admin)
• Handle administrative work during low-energy periods
• Qualify aggressively to avoid wasting time on bad fits
• Use technology to automate repetitive tasks

The CRM paradox:

Interestingly, LinkedIn research found that top performers spend 18% more time updating their CRM than average performers. This seems counterintuitive until you realize that good CRM hygiene enables better prioritization, more personalized follow-ups, and clearer pipeline visibility.

They Qualify Ruthlessly

Top performers don’t waste time on deals that won’t close.

Qualification rigor:

Average reps pursue any opportunity that shows interest. Top performers ruthlessly disqualify prospects who don’t meet criteria:

• Is there a genuine problem we can solve?
• Do they have budget or access to budget?
• Is there urgency or a compelling event?
• Can we reach the actual decision-maker?
• Is our solution a fit for their specific situation?

Research shows top performers are 7.5 out of 10 likely to follow a consistent sales methodology, versus 5.4 for average reps. This discipline keeps them focused on winnable opportunities.

Benefits of rigorous qualification:

• More time spent on deals that actually close
• Higher win rates on pursued opportunities
• More accurate forecasting
• Less frustration from chasing bad deals
• Better mental energy for good opportunities

For more on development in sales, see our guide on getting promoted from SDR to AE.

They Build Genuine Relationships

Top performers create connections that transcend transactions.

Relationship-building behaviors:

• Remember personal details and reference them appropriately
• Celebrate prospect and customer wins
• Provide value even when there’s no immediate sale
• Stay in touch during and after deals
• Connect prospects with helpful resources and people

Empathy as differentiator:

ValueSelling Associates research found that top performers earn a score of 7.5 for practicing empathy versus 5.8 for average reps. This empathy manifests as genuine curiosity about the prospect’s situation, patience with their process, and solutions tailored to their specific needs.

Long-term thinking:

Top performers understand that today’s “no” might be next year’s “yes,” that happy customers refer other customers, and that reputation compounds over time. They play the long game while still hitting short-term numbers.

They Embrace Rejection Differently

Top performers have a fundamentally different relationship with rejection.

Mindset differences:

Average reps: View rejection as personal failure Top performers: View rejection as information and progress

How they handle rejection:

• Don’t take “no” personally
• Analyze what went wrong to improve
• Maintain confidence through losing streaks
• Celebrate the activity that led to the rejection
• Bounce back quickly to the next opportunity

The optimism advantage:

Research indicates that optimistic sales professionals outperform pessimists by 57%, even when pessimists have better technical selling skills. Mindset matters enormously in a role with constant rejection.

They Invest in Continuous Learning

Top performers never stop developing their skills.

Learning behaviors:

• Read books about sales, psychology, and their industry
• Listen to podcasts during commutes or workouts
• Attend training sessions actively, not passively
• Study their own calls and look for improvement
• Learn from colleagues through observation and conversation

Research supports this:

High-performing companies are 2x as likely to provide ongoing training for their sales teams. But even when companies don’t invest, top performers invest in themselves.

Areas of focus:

• Industry and product knowledge
• Sales methodology and technique
• Communication and presentation skills
• Business acumen and financial literacy
• Emotional intelligence and relationship skills

They Use Technology Strategically

Top performers leverage tools to amplify their effectiveness.

Technology adoption:

Research shows that high-performing sales teams use nearly 3x the amount of sales technology as underperforming teams. And high performers are nearly 2x more likely to use AI than underperformers.

How they use technology:

• CRM for pipeline management and follow-up tracking
• Sales engagement platforms for efficient outreach
• LinkedIn for research and relationship building
• AI tools for research, personalization, and admin tasks
• Call recording for self-coaching and improvement

The productivity payoff:

AI tools reportedly save sales professionals about 2 hours per day on administrative tasks. Top performers reinvest that time in high-value activities like relationship building and strategic prospecting.

They Multi-Thread Deals

Top performers never rely on a single champion.

What multi-threading means:

• Building relationships with multiple stakeholders
• Understanding different perspectives within the buying committee
• Having multiple paths to information and influence
• Reducing risk of deal death if one contact leaves or loses influence

Why it matters:

Research from Gong indicates that single-threaded deals are an immediate red flag for deals over $50K. Top performers instinctively build broader relationships because they’ve learned that champions can leave, priorities can shift, and consensus is required for complex purchases.

How to multi-thread:

• Ask your champion to introduce you to colleagues
• Attend meetings with multiple stakeholders when possible
• Request executive sponsors on larger deals
• Understand each stakeholder’s unique priorities and concerns

They Communicate Value, Not Features

Top performers connect everything to customer impact.

Value communication:

• Lead with outcomes, not capabilities
• Quantify impact whenever possible
• Tie features to specific customer challenges
• Use customer language, not vendor jargon
• Tell stories of similar customers achieving results

Research validates this:

According to ValueSelling Associates, top performers are skilled at “artfully quantifying the high-level value proposition for each prospective customer, drilling down from the generic promise and tying it to the buyer’s unique challenges and priorities.”

The confidence factor:

Top performers use confidence-boosting language like “definitely,” “certainly,” and “absolutely” 5x more than low performers. This isn’t arrogance; it’s conviction in the value they deliver.

They Collaborate Effectively

Top performers leverage their teammates and organization.

Internal collaboration:

• Work closely with sales engineers and solution architects
• Partner with customer success for retention and expansion
• Align with marketing on messaging and materials
• Share insights and wins with colleagues
• Ask for help when they need it

Team selling impact:

Research shows that 81% of sales reps state that team selling helps them close more deals. Top performers understand that complex sales require multiple perspectives and skills.

Cross-functional relationships:

• Build relationships with product teams for roadmap insights
• Connect with implementation teams to set proper expectations
• Partner with finance on creative deal structures
• Leverage executives for strategic relationships

See our guide on networking strategies for sales professionals for building these relationships.

They Maintain Healthy Pipelines

Top performers obsess over pipeline quality and quantity.

Pipeline discipline:

• Prospect consistently, even when busy with deals
• Maintain 3-4x pipeline coverage of quota
• Regularly clean out stalled deals
• Diversify across deal sizes and stages
• Balance short-term closeable deals with longer-term opportunities

The prospecting commitment:

Top performers are rigorous about prospecting and know what it takes to reach the right people with the right message at the right time. They don’t let a strong quarter make them complacent about building future pipeline.

Pipeline hygiene:

• Update opportunities weekly at minimum
• Be honest about deal stages and probabilities
• Remove deals that have gone cold
• Track leading indicators, not just lagging results

They Take Care of Themselves

Sustainable high performance requires personal maintenance.

Self-care practices:

• Get adequate sleep (performance drops with fatigue)
• Exercise regularly (improves energy and resilience)
• Take breaks during the day (prevents burnout)
• Maintain interests outside of work (perspective)
• Celebrate wins, even small ones (motivation)

Why it matters:

Sales is demanding. The constant rejection, pressure, and emotional labor take a toll. Top performers understand that they’re running a marathon, not a sprint, and pace themselves accordingly.

Putting It Into Practice

You can’t change everything at once. Start with the highest-leverage behaviors.

Week 1: Focus on preparation

• Spend 10 extra minutes researching before every call
• Prepare three specific questions for each conversation
• Review notes from previous interactions before follow-ups

Week 2: Focus on listening

• Count how many questions you ask versus statements you make
• Practice pausing for three seconds before responding
• Take notes on exact phrases prospects use

Week 3: Focus on follow-up

• Create a system for tracking all open follow-ups
• Add value with every touchpoint
• Increase your average touches per prospect

Ongoing: Build the habits

• Track your progress on key behaviors
• Get feedback from managers and colleagues
• Study your wins to understand what worked
• Continuously refine your approach

The gap between top performers and average performers isn’t talent; it’s habits. The behaviors that drive success are learnable, repeatable, and within your control. Start building them today.