The most important lesson from
the top 10% of salespeople
Written by Mike Cooch

Over the last month I’ve had the opportunity to engage in some very interesting conversations with some of our partners about selling.

What’s fascinating to me is what the conversations reveal about the mindset of selling, and how many of you are misleading yourselves when it comes to what is/isn’t impacting your level of success.

“Misleading myself? What do you mean, Mike?”

What I mean is that you are telling yourself comfortable little stories about why you can’t sell this, or you can’t sell that, in order to let yourself off the hook from getting results!

“Their prices are lower, so they beat me.”

“I don’t have X feature in my product, so they beat me.”

“My customers are tougher because they have gatekeepers.”

“The industry I sell to would never agree to that type of contract.”

Really? REALLY?!

I’m sorry to be so blunt, but so many of you need a swift kick in the ass when it comes to selling and your sales mindset.


For most of you, selling is uncomfortable, and so you look for every way to let yourself off the hook.

Holding yourself accountable to specific numbers is uncomfortable and difficult,so you look for every way to let yourself off the hook.

Admitting the above to yourself is uncomfortable and difficult, so you look for every way to avoid it and let yourself off the hook.

“Man, when did you get to be such a jerk, Mike?”

I don’t mean to be a jerk. 

I’m just doing my best to look after you guys and tell you what you need to hear, and I’m not going to let you off the hook so easily!

The Most Important Lesson from the Top 10% of Salespeople

There is no question that selling is difficult. Building a business is difficult.

But there is also no question that there are thousands and thousands of people that are building successful businesses in this space, selling to the exact same prospects you are saying won’t buy.

So don’t sit around moping to yourself that it can’t be done!


I found this quote from Dan Kennedy recently. Per usual, he’s right:

“And that’s my main point. Getting people’s interest isn’t easy, and it is only getting harder. Please don’t expect it to be easy, and don’t waste your time looking for some way to make it easy.”

Our industry is obsessed with looking for something that’s going to make all of the hard work go away.

Well, I’ve got news for you. The hard work isn’t going anywhere. 

No matter what shiny tool comes along, building a business is always going to be hard, and building a business starts and ends with selling.

Which brings me to…

The Most Important Lesson from the Top 10% of Salespeople

The Most Important Lesson i learned from the 
Top 10% of Salespeople

I’ve worked with some really incredible salespeople over the course of my career. What makes someone an incredible salesperson?

Their ability to turn in top 10% sales results month after month after month. 

That’s it. RESULTS.

When it comes to sales, results are the only thing that matter

Being a salesperson is like being a quarterback in the NFL in this way…people only care if you got the winning touchdown or not.

The most important lesson I’ve learned from these top 10% salespeople is that how you sell is more important than what you sell.

Read that over and over until it sinks in.

Here’s what I mean: 

The top 10% of salespeople find a way to make it into the top 10% no matter what they are selling, and who they are selling against.

So sit down and have an honest conversation with yourself. 

If you aren’t willing to do the uncomfortable to build your business…you might want to rethink this entrepreneurship thing!

Tough love,

Mike Cooch and the Local Sales Lab Team

Mike Cooch

Mike generates 6-7 big ideas before breakfast (conservative estimate). CEO & founder is a “serial entrepreneur” with Texas-sized passion for sales & marketing, business development, and technology. He is an expert in local and digital marketing. His businesses have been named to the INC Magazine List of Fastest Growing Companies three years in a row, and were also nominated as a Best Place to Work in their respective cities. He is married with three children, and is learning to surf in his new hometown of San Diego (lifestyle design, baby!).

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