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6 hidden habits of elite sales professionals.

Determine Clear Outcomes

Are you clear on "What Are you Looking to Achieve?" in every interaction in your day? From important sales meetings e.g. qualification calls, discovery calls and solution presentations. Do you consider what the other person and key stakeholders are looking to achieve? Do you do this in every single interaction you have, including internal meetings too?

Understand the Situation

Do you consider the current situation for all people you interact with? By asking yourself "What Is the Current Situation?" Are you aware of how this meeting landed in your diary? Is this the result of inbound interest, is this a top account we've prospected for months? If you lack understanding, you'll lack context, you're more likely to lose the deal.

Gauge the Decision

Nothing happens with a decision. The smallest meeting to the biggest deal is the culmination of a series of decisions. Decisions to proceed from meeting to meeting. Decisions to sign the deal with you. The bigger the deal, the more decisions and decision makers there are. In every situation the best ask themselves "What Is the Decision-Making Process?". Do you?

Make a Plan

Do you plan for success prospecting, selling and progressing your career. "How Will You Achieve This?". Do you plan out what a successful cold call will be? Do you share mutual action plans with customers on larger deal? Elite sales professionals appear to always be in control. Why? Because they are planning everything, and anticipating all outcomes.

Progress the Plan

Its one thing to have a plan, its another to execute the plan. Elite sales professionals have a strong presence. I'm sure you've seen this. Their confidence comes from their ability to execute. "How Will You Progress the Desired Outcome?" If they say they'll do something, or get others to agree to take action, they hold all to account. The best do it instinctively.

Measure Success

Do you know what success is for your next hour? next day? next month? Consider your meetings over the previous week, were they successful Success of prospecting can be leads generated. Success in sales can be revenue won. But success in all sales work? "How Will You Measure Success?" Elite sales people measure success for everything.

Paul M. Caffrey

BSc (Hons), MIM, MPSA.

Co-author of "The Work Before the Work, The Hidden Habits Elite Sales Professionals Use to Outperform the Competition."

Paul M. Caffrey works with Chief Revenue Officers and their sales teams to help them build pipeline, improve forecast accuracy, and close more deals by embedding elite preparation into every stage of the sales process.

Inspired by the book.

Backed by data.

Built for Sellers like you.

Written over three years, The Work Before The Work reveals what elite salespeople do differently — before the call, before the meeting, before the close. It’s not about hacks or scripts. It’s about preparation, structure, and execution that consistently wins.


Many of the benchmarks in this assessment are drawn from the proven habits of top performers — discussed in the book and backed by data we see again and again across high-performing teams.

Don’t just take our word for it, see what others have to say about The Work Before the Work

"Great for every level of sales professional, guaranteed to deliver a strong return on investment."

Meredith Elliott Powell
Best Selling Author of "Thrive"

"Provides a solid framework driving results for anyone willing to put in the effort"

John Barrows
CEO, JB Sales

"A proven framework that makes it easy to follow and impossible to fail, and sets you up for success."

Sylvie di Giusto
award-winning International Speaker

"Absolutely fantastic and highly, highly recommended. Sales teams executing this win more deals."

Bob Burg
Best Selling Author of "The Go-Giver"

"It breaks down exactly what it takes to consistently perform at the top 1% level every single year."

Marcus A. Chan
Founder, 6-Figure Sales Academy

"A fantastic balance of tactical, strategic and advice proven to drive consistent high performance."

Natasha Darcy Souza
Sales Excellence, Google

"The focus is on customer outcomes, this is what rebuilds the mojo of the selling profession."

Todd Caponi
Author "The Transparency Sale"

"A great framework that will elevate you to the next level and help you become an even better seller."

Hanna Larsson
CEO & Founder, Huntrs