In my diverse sales leadership career I have encounter a wide array of sellers. From the high-flying A players to the reliable B players and the struggling C players, each brings a unique set of skills and challenges to the table. However, it’s the A players who consistently deliver exceptional results, driving the most revenue for the business. These top performers are hard to find and even harder to retain, but they are worth the investment.

If you focus your sales enablement resources on these A players, you’ll see a significant impact on your bottom line. Interestingly, even if you hire all A players, over time, some will naturally transition into B and C players. This makes it crucial to continuously invest in and support your A players to maintain their high performance.

After 20 years of leading sales organizations, I’ve identified 28 traits that contribute to the success of A players in tech sales. Embracing these traits can help transform good sales professionals into great ones, ensuring they stay at the top of their game.

Here are the 28 traits that define top-performing tech sales pros:

1. Mastery of the Product Top performers know their product inside and out. They can answer any question and handle any objection without breaking a sweat. This deep knowledge allows them to tailor their pitch to the prospect’s needs, demonstrating not just competence but genuine passion for the product.
2. Sales Engineer Magnet Despite their own demo skills, they understand the value of a sales engineer. Top sales pros collaborate seamlessly with technical experts, ensuring a smooth handoff and a comprehensive demonstration that addresses all technical concerns.
3. Smooth Discovery Their discovery sessions are conversational, not interrogative. They know how to ask the right questions in the right way, uncovering the prospect’s pain points and goals without making them feel grilled.
4. Feature Focus They highlight only the features that directly address the prospect’s pain points. This focused approach ensures that the prospect sees the product as a solution to their specific problems, not just a collection of features.
5. Always Updated Top sales pros stay current with new feature releases and product updates. This knowledge allows them to always offer the latest solutions to their prospects and provide relevant feedback to the product team.
6. Relevant Feedback The feedback they provide is always actionable and relevant, helping the product team improve and adapt the product to better meet market demands.
7. Customer Relationships They maintain relationships with their customers even when there are no immediate upsell opportunities. This long-term approach builds trust and opens doors for future sales and referrals.
8. Gatekeeper Navigation They know how to effectively navigate gatekeepers and assistants to reach decision-makers. Their respectful and strategic approach ensures they can get past these initial barriers without alienating anyone.
9. Decision Maker Detection They have a keen sense for identifying the decision-makers in any organization. This skill allows them to direct their efforts efficiently and avoid wasting time on unproductive leads.
10. Face Reading When they’re not speaking in meetings, they’re reading the room. This ability to pick up on non-verbal cues is crucial, especially in video calls where body language can be harder to read.
11. Agenda Setting Every meeting they lead has a clear agenda. This ensures that time is used efficiently and that all necessary points are covered.
12. Team Players Top sales pros are always willing to help their teammates without expecting anything in return. This generosity fosters a collaborative and supportive team environment.
13. Consistent Over-Achievers They regularly exceed activity metrics and continue to prospect even when they’ve already hit their targets. This relentless drive sets them apart from their peers.
14. Quick Follow-Ups They send follow-up communications promptly after meetings. This quick response shows their prospects that they are organized, responsive, and dedicated.
15. Commitment Keepers When they commit to doing something, it gets done. Often, they deliver ahead of schedule, demonstrating their reliability and dedication.
16. Travel Preparedness They are always logistically prepared for sales travel, ensuring that they make the most of their time on the road and are never caught off guard by unexpected issues.
17. Active Listeners They never interrupt their prospects. This respect for the prospect’s voice builds trust and ensures they fully understand the prospect’s needs.
18. Respectful Questioners They aren’t afraid to question leadership decisions that impact their compensation or territory, but they always do so respectfully. This balance of assertiveness and respect is key to maintaining good relationships with management.
19. CRM Masters They keep a tight pipeline in their CRM and use it as intended, not just to check a box for their manager. This disciplined approach to CRM management ensures that no lead is lost and every opportunity is maximized.
20. Grateful to SDRs They always thank their SDRs for their support and often reward them. This gratitude fosters a positive working relationship and motivates the SDRs to continue providing high-quality leads.
21. Event Etiquette They don’t get hammered at events. Maintaining professionalism at all times ensures they are always representing their company well.
22. Legal Savvy When a deal is in legal, they understand key terms and the implications of redlines. This knowledge allows them to navigate the legal aspects of deals effectively and avoid unnecessary delays.
23. Comp Plan Experts They know exactly how much a deal will be worth to them, down to the dollar. This financial awareness makes them less likely to offer unnecessary concessions.
24. Clarity Seekers If they don’t understand something about the compensation plan, they ask for clarification. This proactive approach ensures they are always clear on how their efforts will be rewarded.
25. Opportunity Vettors They deeply vet new career opportunities, both internal and external. This careful consideration ensures they make moves that are in their best long-term interests.
26. Income Diversifiers Having other income sources is not unusual for top performers. This financial diversification provides stability and reduces the pressure to close every deal at any cost.
27. C-Suite Conversers They are comfortable conversing with the C-suite, which allows them to build relationships at the highest levels of their own and their prospects’ organizations.
28. Tech Adopters They readily adopt new tech stack products if it helps them. This adaptability ensures they are always using the best tools available to maximize their effectiveness.

These traits combine to create sales professionals who are not only highly skilled and knowledgeable but also adaptable, proactive, and deeply committed to both their personal growth and the success of their team. By embodying these qualities, they consistently achieve outstanding results and set the bar for what it means to be a top performer in tech sales.

Why These Traits Matter

The landscape of tech sales is more competitive than ever. Buyers are more informed, markets are more saturated, and expectations are higher. To stand out, sales professionals need to go beyond basic selling skills and develop a holistic approach that incorporates these 28 traits.

Product Mastery and Knowledge

Understanding the product deeply allows sales pros to tailor their pitches and demonstrate real value to prospects. This isn’t just about knowing features but understanding how those features translate to benefits for specific business needs.

Relationship Building

Maintaining relationships even without immediate sales opportunities ensures a steady pipeline and fosters trust. When prospects see that a sales professional is genuinely interested in their success, they’re more likely to stay loyal and provide referrals.

Efficiency and Preparedness

From setting agendas to being prepared for travel, these traits ensure that every interaction is productive and professional. Efficiency in sales processes frees up time for additional prospecting and relationship-building activities.

Respect and Active Listening

By respecting the prospect’s voice and never interrupting, top sales pros build stronger, more trusting relationships. Active listening also allows them to better understand and address the prospect’s needs.

Adaptability and Continuous Learning

The tech landscape is constantly changing, and the best sales pros are those who can adapt quickly. Staying up to date with product updates, adopting new tools, and continuously learning are essential for staying ahead of the competition.

Financial Savvy and Integrity

Understanding the financial implications of deals and the compensation plan ensures that sales professionals are motivated correctly and avoid unnecessary concessions. Integrity in these dealings builds a reputation that benefits them throughout their career.

In summary, these 28 traits aren’t just a checklist but a comprehensive approach to being a top performer in tech sales. By embodying these qualities, sales professionals can achieve consistent success and stand out in a crowded market. Let’s keep striving for excellence and setting new standards in tech sales!