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The Sales Evangelist

Alan Allard, Sales Coaching

We all know it, 80% of the business is coming in from 20% of the sales teams. But sometimes, we don’t necessarily focus on those top performers. What would that do for an organization if they could get their top performers to sell 5% more? Learn how you can coach top sellers to perform even better!

Today’s guest is Allan Allard and he helps top-performing sellers continue to sharpen their skills. Allan used to be a psychotherapist. But he soon found out that most of patients he had who were all dealing with depression and stress were actually salespeople.

Here are the highlights of my conversation with Allan:

What is a top performing seller?

According to Allan, he defines a top performer as someone who is excelling in their industry in their company.

Factors why salespeople are not able to perform at the top of their game:

Wrong industry

  • Ask yourself, are you the right person in the right industry and selling the right product or service?
  • Sometimes, salespeople are in the wrong industry and performing on the average, but when put in a different industry, they begin to excel.


  • Mindset is the general attitude and your approach to life and this is the key to being a top performer. It’s how we feel about ourselves.
  • If you are confident and know you can accomplish any goals, you are ahead of the game.
  • Changing your mindset will take you to the next level.

Feeling one-level down than your clients

  • You’re not coming from a “one down” position but from an equal position where you have tremendous expertise and power.
  • Realize that you have something your customers don’t have. So sit down and be comfortable with yourself. Top sellers have enough confidence and security because they feel equal to their prospects.

Doing what you’re told and failure to ask tough questions

  • People are scared to rock the boat and they want to please people. This is a common challenge for many people to get rid of this deep-seated belief and subconscious mind of “I”m not good enough.” or “I’m not talented enough.”
  • For that inner roar to come out you have to feel that you have the right to roar and there’s an appropriate place and time to do that.

The Biggest Challenge Top Sellers are Facing:

  • Top sellers don’t have anyone challenging them. Every one is in awe of them because they’re spectacular.
  • Many managers are so confident the sellers are going to bring in the numbers anyway so they leave them alone to do their thing.
  • But they’re not challenged to get to the next level. Nobody is giving them any feedback. They need to be challenged. High performers have unique needs.

Why focus on high performers?

That’s where you get the fastest results. They already know how to sell and they’re already motivated.

Things top performers need coaching on:

1. Exploring your shadow self.

Top performers are usually very hard on themselves. So they need to learn how to accept themselves and embrace themselves on deeper levels. 

Help them acknowledge and explore their “shadow” self – that part of ourselves where we want to hide from everyone, including ourselves.

2.Thinking more holistically about your success or 360-degree success.

High performers are often really good at what they do because they’re neglecting other areas in their life. Over time, they’ll end up in a not so good place and deeply regretful.

Allan’s Major Takeaway:

High performers have far more potential that’s untapped. As a sales manager, you need to have a bigger vision for that person. See more than they see in themselves and be able to bring that out. As a top performer, just think of your accomplishments like you’re just scratching the surface.

Episode Resources:


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About the Author The Sales Evangelist

Donald is the host of the popular sales podcast,"The Sales Evangelist". He is the founder of The Sales Evangelist Consulting Firm where he helps small companies develop killer sales process to scale their business and increase growth.

Donald is also an award-winning speaker, sales trainer, and coach. He's a big fan of traveling, South Florida staycations and high-quality family time. Donald has a belief that “anyone” can sell if they have the desire and receives the proper training.

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