7 Unfair Sales Advantages of Top Performers

by Christine Sutherland

Many years of studying the elite performers in professional selling, and developing and providing sales training programs and measuring the results, has given us an edge that we’d like to pass on right here. Here are the special knowledge and skills that any professional sales person needs if he or she is to gain control of income levels and truly move into the “elite” of sales and business success!


Way beyond matching and mirroring, these are skills that put you deeply in synch even with people who begin out being resistant to you.

Most of the on the web dating gurus don’t even know this material and let’s hope they never find out!

It probably wouldn’t do much good anyway, because they’d use it to try to manipulate, and manipulation is an automatic rapport breaker. To accomplish the results you really want, these rapport skills must be used to enhance your relationships so that your level of connection with people is deep and genuine.

How can you gain those deeper rapport skills? Of course you’re not going to develop them overnight, but you certainly can develop them very swiftly with practice. Have you ever seen the rapport building exercise that the synchronised swimming teams do before each performance?

Notice how they not only match their breathing, but they use eye contact to match their internal states? Sounds a bit “woo-woo”, I know, but it does work!


Deep rapport is one thing, but the capability to really know what’s going on in your client’s mind takes it to another level altogether.

Accelerated learning techniques are the key to developing astounding awareness and competence in relation to reading people. You’ll know things about your clients that even they don’t realise themselves.

How would you like to know for sure which option your client wants, what they think of each and each thing you state, when is the exact right moment to wrap up the sale? Would this be useful to you?

You can certainly gain this skill, and again it takes practice! If you’re willing to spend time with buddies or business friends who’ll silently think of things that for example they “like”, and then of things that they “don’t like”, you’ll very quickly notice the set of cues that are the giveaway for each person. The more you practice, the more you can pick this up swiftly even with people you’ve never met before.


Obviously health professionals are aware of a range of personality traits that are useful in therapy, but I have the ability to tell you now that most of them are unaware of what I’m about to share with you. And yet these traits, essential for sales people to understand, are THE most important traits when it comes to how people operate in the world, and how they undertake the decision making process!

It might surprise you, but once you’ve studied that collection of traits, you’ll find you’ve got a natural affinity with them. In fact if you bring to mind even casual acquaintances, you’ll find that you can now identify those traits IMMEDIATELY.

I’m going to give you an example of one of these traits and it’s called by several names, one of which is “similarity/difference”. You’ll soon see why.

Have you ever met anyone who seemed to disagree with each single thing you’ve stated? If you say “up” they state “down”. If you say “black” they say “white”. If you try to concur with them, they change their mind. You just can’t seem to win with this person, who habitually mismatches or finds difference with everyone else. The technical term for this trait is “polarity responder”, but you’ve probably already given them your own term: “pain in the posterior”!

You might think that nothing could be worse than a mismatcher, but their opposite number can be just as irritating. This is a person who seems able to focus only on what matches or is similar. It’s very difficult for them to perceive difference or even “newness” because to them everything is the same or familiar! These people miss on out differences, especially subtle ones.

Case Study

Let’s state Fred the sales professional is visiting Macy the general manager and Macy seems “disagreeable”. First she explains a problem on the manufacturing line, but when Fred repeats her statement later, she denies there is a problem! Macey is such an extreme mismatcher that she even mismatches her own statements. (Christine’s note: as hard as it might be to believe, such extreme mismatchers do exist. They’re rare, but they do exist!)

Fred, realising that a mismatcher is one of the easiest people to influence (if you can be bothered), merely says, “Macey, I don’t know that you’d concur with me that there could be a better way to run that process, but I wonder if you wouldn’t find it easier to ”

Later he says, “Macey, this new method isn’t for everyone and it might not suit you ” Macey is the easiest client of all, if you recognise her meta-program and respond to it appropriately! When you understand these personality traits, there’s no way you’ll make the mistakes that in the past have clashed with your client’s “style”.


Elite sales professionals use 3 little questions to comprehend the client’s needs on a very deep level.

These 3 questions can rightly be called “million dollar questions” because they totally highlight the client’s core values in relation to the product or service being offered, and even tell you the precise words the client needs to hear in order to make a decision to buy.

So these questions really are pure gold. Not only do they add to your chances of selling, but used non-manipulatively (ie, to understand the client’s needs better) they also enhance the relationship and make it much more apt to lead to referral streams.


Are you confident at the moment of hitting any sales goal you choose?

Top performers can pull in their desired income year after year because they know and use their own mathematical equation that leads inevitably to a certain sales result.

You’ve heard of Frank Bettger? He was possibly the first person in the world to turn his sales activities into a documented system that worked. Nowadays of course there’s just a little more to it, but not much!

To determine your own equation you need to make a list of all the sales activities that you perform (together with the time it takes to perform one “unit”), both direct and indirect, and calculate (or make a guestimate) of the sales result of each. Now you have a list of activities and time on one side, and a sales result on the other. If you wanted, for instance, to double your income, what would you have to do? What activities are paying their way and which aren’t? What else would be a better use of your time and effort?

Are you prepared to plan, document, track and analyse each sales activity? Are you prepared to be that accountable to yourself? Congratulations, you’re nearly there!


Have you ever known what you had to do, and certainly been capable of doing it very well, and yet you procrastinated or self-sabotaged so it still didn’t get done? This is what fear or niggling doubt can do, so obviously it needs to go!

So what if that’s holding you back right now, and each time you consider doing a certain task that’s essential for your sales success, you actually feel sick in the stomach? (Or if there’s just enough of an unconscious “niggle” that you sabotage yourself anyway?)

A fast and easy way to eliminate these problems has been available for several years now, but only a few especially-skilled therapists know about it.

One of these techniques is called “NeuroStim” and it’s been proven in clinical trials to be so powerful that it can completely eliminate depression or chronic pain in a matter of days without drugs. Similar techniques have been used in trials of over 50,000 to eliminate various types of fear or anxiety.


Up until a few years ago we would always advocate that our students and clients join a business networking organisation and we ourselves worked tirelessly to educate members and their organisations to network more ethically and effectively.

It’s a tragedy to us that business networking organisations still don’t seem to understand the principles of effective networking.

So today we state that if you want to be successful, you need to form your own network of business friends, and engage with it in a quality way, in business hours because after all it’s a crucial business activity. A network like this automatically delivers great relationships, superior peer-mentoring, advocacy, joint venture agreements, sharing of resources and expertise, and of course referrals.

With this strategy you’ll save time, money and effort on networking organisations that turn networking into a predatory game. You’ll stop wasting time trying to build relationships with people with whom you’ve nothing in common apart from business. You won’t have to put up with (or use) those silly elevator pitches, or tolerate a mass of complete strangers stuffing their business cards at you or treating you like some captive audience to sell to. Most importantly, you won’t be robbing yourself and your family and friends of precious family and social time. If you’ll only network like this, it will REALLY pay off, personally and professionally.


Although there’s always more to learn, especially in terms of communication skills, if you can only do the 7 things I’ve discussed here, you will absolutely achieve your dreams, and you will have earned them!

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