By
Simon Hazeldine
There’s a brutal truth that no one in the sales world likes to talk about.
Most sales leaders don’t transform performance. They manage it. They protect it. They report on it. But only a rare few, around 3% in my experience, actually elevate it.
These are the leaders who consistently drive double-digit growth, exceed targets, build high-performance cultures, and develop future leaders. And they do it year after year.
They’re the outliers. The ones with teams that don’t just perform – they outperform.
So, what separates the 3% from the 97%? Is it talent? Charisma? A bigger budget? No. It’s discipline, mindset, and execution.
Let’s dissect the DNA of these elite leaders and unpack what you can do to join them.
1. They Lead with Relentless Clarity
The 3% don’t traffic in ambiguity. They set crystal-clear expectations, goals, and standards of performance. Their teams know exactly what winning looks like, and what’s expected to get there.
There’s no room for grey areas. No confusion. Just clarity of purpose, behaviour, and outcome.
Takeaway:
- Define what high performance means in behavioural terms.
- Communicate expectations early, often, and consistently.
- Make sure every team member knows how their actions link to outcomes.
2. They Obsess Over Execution, Not Just Strategy
Average leaders get caught up in vision decks and strategy documents. The 3% know strategy means nothing without ruthless execution.
They obsess over the how, not just the what. They track leading indicators, coach consistently, and sweat the small stuff – because they know that’s where performance lives or dies.
Takeaway:
- Prioritise execution discipline over PowerPoint strategy.
- Track daily and weekly activities that lead to results.
- Build a culture of accountability and follow-through.
3. They Coach Relentlessly and Purposefully
Elite sales leaders don’t just run pipeline reviews. They coach reps with intent, frequency, and precision.
They know that real coaching is about behaviour change, not just inspecting deals. They develop people, not just pipelines.
Takeaway:
- Schedule structured 1:1 coaching time weekly, without fail.
- Focus on skill development, not just forecast hygiene.
- Use deal reviews to coach how the rep sells, not just what they sell.
4. They Build Cultures Where Performance Is Non-Negotiable
In 3% teams, performance isn’t optional it’s the norm. These leaders don’t tolerate mediocrity, excuses, or comfort zones.
They create cultures of ownership, urgency, and excellence. And they protect those cultures fiercely.
Takeaway:
- Set standards and hold people to them.
- Address underperformance early and directly.
- Recognise and reward behaviours that drive results, not just outcomes.
5. They Develop Leaders, Not Just Followers
While average managers hoard decisions and control, the 3% empower others. They build leadership capacity at every level.
They develop successors. They mentor rising stars. They multiply capability. Because they know that scaling performance means scaling leadership.
Takeaway:
- Identify future leaders early.
- Give them responsibility, autonomy, and coaching.
- Create a leadership pipeline, not just a sales pipeline.
6. They Embrace Data But Don’t Hide Behind It
Elite leaders love data. But they don’t use it as a shield or an excuse. They use it as a compass.
They combine hard metrics with human judgement. They challenge the data, seek insight from it, and use it to drive focused action.
Takeaway:
- Know your numbers but know the story behind them.
- Use data to sharpen focus, not to punish.
- Blend analytics with intuition and field insight.
7. They Challenge, Support, and Inspire in Equal Measure
The 3% hold their people to high standards but they support them every step of the way.
They provide clarity and encouragement. Pressure and praise. Challenge and care.
Their teams don’t fear them, they follow them. Because they know their leader is in their corner, raising the bar and helping them clear it.
Takeaway:
- Be demanding, but be fair.
- Balance tough love with genuine support.
- Inspire through action, not just words.
8. They Create Urgency Without Panic
These leaders drive pace, not pressure. They create energy without burnout. They know how to raise urgency without chaos.
They focus the team on what matters now. They cut through the noise. They turn stress into momentum.
Takeaway:
- Set time-bound goals with clear milestones.
- Eliminate distractions. Focus on impact.
- Celebrate fast wins to maintain momentum.
9. They Model the Behaviour They Want to See
Leadership is contagious. The 3% know they’re always on stage.
They show up prepared. They lead from the front. They embody the energy, resilience, and accountability they expect from their team.
Takeaway:
- Be the hardest-working person in the room.
- Walk your talk consistently.
- Your culture is a reflection of your habits.
Final Word: Want to Join the 3%? Start Acting Like One.
Being part of the 3% isn’t about being perfect. It’s about being intentional. It’s about choosing to lead at a higher level—every single day.
These leaders don’t do the flashy stuff. They do the fundamentals – better, faster, and more consistently than anyone else.
They build trust. They drive action. They never stop developing themselves or their teams.
So if you want to transform performance, stop searching for the silver bullet.
Start building the habits that transform teams. One clear expectation. One coaching session. One decision at a time.
Because here’s the truth:
Extraordinary sales results don’t come from extraordinary luck. They come from extraordinary leadership.
And that starts with you.
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About the author
Simon Hazeldine works internationally as a revenue growth and sales performance speaker, consultant, and coach. He empowers his clients to get more sales, more often with more margin.
He has spoken in over thirty countries and his client list includes some of the world’s largest and most successful companies.
Simon has a master’s degree in psychology, is the bestselling author of ten books that have been endorsed by a host of business leaders including multi-billionaire business legend Michael Dell and is co-founder of leading sales podcast “The Sales Chat Show”.
He is the creator of the neuroscience based “Brain Friendly Selling”® methodology.
Simon Hazeldine’s books:
- Neuro-Sell: How Neuroscience Can Power Your Sales Success
- Bare Knuckle Selling
- Bare Knuckle Negotiating
- Bare Knuckle Customer Service
- The Inner Winner
- How To Lead Your Sales Team – Virtually and in Person
- Virtual Selling Success
- How To Manage Your People’s Performance
- How To Create Effective Employee Development Plans
- Virtual Negotiation Success
