What Separates Elite Sellers from the Rest, Ep #493

In this episode, I’m joined by renowned sales expert Simon Hazeldine to explore what truly sets elite sales performers apart from the crowd. With over 35 years of experience and a reputation for blending neuroscience, psychology, and practical sales execution, Simon shares research-backed insights on the core habits and mindsets that drive consistent, high-level sales success.

We break down the key attributes of elite sellers, from the importance of business intelligence (IQ), emotional intelligence (EQ), and what Simon calls execution intelligence (XQ). Simon also shares the pitfalls of premature pitching and why mastering the basics is more powerful than chasing “magic tricks.” Listen in as we discuss the practical steps to build and reinforce top-performing behaviors in teams, and real-world examples of how these principles translate into measurable sales growth.

Outline of This Episode

• 00:00 Brain-friendly selling techniques.
• 03:05 Elite sellers prioritize qualification.
• 06:37 The premature pitching epidemic.
• 10:59 Impact of managerial focus.
• 14:01 Sales management dos and don'ts.
• 16:22 Building effective sales processes.
• 19:17 Planning the battle in sales.

Rethinking What Sets Elite Sellers Apart

There is no special magic trick behind elite performance. Instead, research confirms that top performers are ruthlessly consistent in executing the core success factors that drive sales outcomes. They don’t necessarily do things that are wildly different, but rather, they do the right things, again and again, with relentless discipline.

Simon Hazeldine identifies three core intelligences that underpin elite performance. They’re IQ (Business Intelligence), which is a deep understanding of the customer’s business and needs. EQ (Emotional Intelligence), which is the capacity to flex, adapt, and connect with both their own team and the client. XQ (Execution Intelligence): A term coined by Simon that highlights the importance of following a structured, disciplined sales methodology.

The Crucial Habits of Top Performers

Research backs up that what separates top performers isn’t just what they know, but what they consistently do. Elite sellers get involved early in the customer’s buying journey, often before a need is even formally recognized. This maximizes influence and minimizes the risk of simply being the “rabbit”, the vendor brought in just to benchmark against the true favorite. They also prioritize strategic relationship building and cultivate robust customer relationships in advance of opportunities arising, which helps fill their pipelines and reduces reliance on marketing for leads.

One of the most common pitfalls for aspiring elite sellers is what Simon calls “premature pitching”, jumping into product or service presentations before truly understanding the customer’s needs. This is tantamount to “sales malpractice.” Instead, sellers should focus on diagnosis before prescription. Top performers are also rigorous in terms of opportunity and pipeline management. They maintain cleaner, healthier pipelines by focusing on qualification and managing opportunities tightly, ensuring efforts are spent only on deals likely to close.

The Sales Leader’s Role: Culture, Coaching, and Consistency

Embedding elite behaviors across a sales team doesn’t happen by chance. It requires a deliberate, disciplined approach led by management. Simon points to research showing that up to 90% of employee behavior is influenced by what managers pay attention to, reward, and model. Sales leaders should set clear, high standards. After all, people can’t achieve greatness if they don’t know what “great” looks like.

Managers should reinforce accountability and behavioral change through consistent coaching, regular one-to-ones, and team sessions. They should also focus on leading indicators, while results (lag indicators) matter, progress is determined by activities and behaviors (lead indicators) that drive those results.

Results From the Field

The shift from theory to practice is where the magic happens. Simon shares compelling case studies, from global software firms to UK manufacturers, demonstrating that when sales teams adopt these fundamentals, measurable improvements follow: higher average deal sizes, increased pipeline value, and notably, long-lasting behavioral change. Lasting change happens faster and sticks longer when sales teams themselves help create processes and best practices. 

Elite sales performance isn’t about chasing hacks or secrets; it’s about discipline, fundamentals, and relentless execution. When sales leaders model, coach, and reinforce the right behaviors, and sellers focus on early engagement, qualification, and customer-centric discovery, elite results inevitably follow. 

Resources & People Mentioned

• 2025 GTM Benchmarks 
• Resources for MIT Managers 

Connect with Simon Hazeldine

• Simon Hazeldine on LinkedIn 

Connect With Paul Watts 

• LinkedIn
• Twitter 

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