The Salesperson’s secret code

What makes a good salesperson?

What makes a great salesperson? What beliefs, attitudes and behaviors are linked to being a top performing salesperson? What impact does culture, industry and sales context have? And does a formal sales methodology or process make a difference?

The Salesperson’s Secret code is for any sales professional, or indeed anyone involved in the sales process of their company, who wants to learn the secrets of successful selling.

Based on interviews and analyses (qualitative and quantitative) of 1000 of the world’s leading salespeople, across a mix of industries, cultures and context, , Ian Mills, Mark Ridley, Ben Laker and Tim Chapman present the most rigorous evaluation of how salespeople behave and how they are driven. In doing so, they reveal the secret code behind consistent and high-level success in sales.

The authors of the book THE SALESPERSON’S SECRET CODE have developed an online questionnaire that determines the strengths and weaknesses in attitude and method of salespeople. Let me illustrate how important it is with the following example:

the small stuff

“Suppose you were to come upon someone in the woods working feverishly to saw down a tree. “What are you doing?” you ask. “Can’t you see?” comes the impatient reply. “I’m sawing down this tree.” “You look exhausted!” you exclaim. “How long have you been at it?” “Over five hours,” he returns, “and I’m beat! This is hard work.” ‘Well, why don’t you take a break for a few minutes and sharpen that saw?” you inquire. “I’m sure it would go a lot faster.” “I don’t have time to sharpen the saw,” the man says emphatically. “I’m too busy sawing!””

– Stephen Covey

This little anecdote teaches us that it is advisable to pause once in a while, take a step back and have a look at our methods and attitudes. It may be necessary to resharpen our tools in order to retain our efficiency or regain it.

The Salesperson's secret code - The Book

Understanding convictions & forces of attraction

Thousands of interviews were held with sales representatives during the research for THE SALESPERSON’S SECRET CODE. In the process, the authors detected a wide consensus in respect to 5 basic convictions regarding the role of a salesperson – also referred to as DESTINATION BELIEFS. The following graph shows these five DESTINATIOIN BELIEFS.

These convictions or DESTINATION BELIEFS are an important component of the value and belief system of a salesperson. However, the criterion that really distinguishes the top salespeople from the less successful ones is how these convictions are interpreted and internalised by the individual.

Because for each of the 5 basic convictions, the DESTINATION BELIEFS, there are two fundamentally opposed (belief) positions, similar to the opposite poles of a strong magnet. The authors found out that the most successful salespersons are attracted more by certain poles than by others. And it is their reaction to the force of attraction of these poles that motivates them to behave in a certain way.

These poles lead us on a certain path. They reveal how we react to the things that happen to us on the way. They determine our attitude – used in a non-judgemental way and not in the sense of “good” or “bad”. What we understand as “attitude” is the original definition according to the dictionary, i.e. the perspective, standpoint, position or approach that someone has in respect to a thing or issue.

As the leadership expert John Maxwell says, your attitude is “the librarian of your past, the speaker of your present and the prophet of your future.”

Although much has been said and written about the “right attitude” in the past, we are now able to actually measure it for the first time. There it is: the causal chain, the formula of success – the salesperson’s secret code.

I am a certified partner of Transform Performance International Ltd., one of only a few in the world, and I offer you a targeted analysis of your sales employees. The result of such an analysis is the ideal first step for an ideal individual training and the targeted advancement of the individual salesperson.

I will gladly give you more detailed information on the programme, the costs, and the specific benefit for your sales team in a personal meeting.

The Salesperson's secret code - The Book

Scroll to Top