Episode Summary: “How to Be in the Top 1% of Sellers”

Podcast: Outside Sales Talk
Host: Steve Benson
Guest: Doug C. Brown, CEO of CEO Sales Strategies
Date: January 30, 2025

Overview

This episode features Doug C. Brown, a seasoned sales growth expert and creator of the Top 1% Academy, sharing actionable strategies and mindsets that distinguish the top 1% of sales professionals. The conversation covers defining elite producers, leveraging automation and relationships, the power of referrals, building trust, and the critical role of truth-telling and self-development in leveling up a sales career.

Key Discussion Points & Insights

1. Defining the "Elite Producer" (01:58–04:17)

• Elite Producers vs. 1% Earners:
  • Doug defines “1% earners” by income percentile, which varies by region. However, “elite producers” are bigger than just top earners—they combine being top producers with being consistent overachievers.
  • Quote:

    “An elite producer...you take those two characteristics [top producer + overachiever] and you mash them together.” – Doug (04:12)

2. Characteristics and Behaviors of Elite Producers (04:35–06:48)

• Business Mindset:

  • Elite producers approach sales like running a business: creating budgets, leveraging every relationship, automating, and always seeking multiple outcomes from one effort.
  • Self-Investment:
    • Regularly work on mindset and belief expansion.
    • Set annual goals and challenge themselves consistently.

• Quote:

  “They’re constantly working on their own brain...expanding their belief system...That’s what the real difference is between a person who’s producing on the average side and somebody who’s producing in the 1% side.” – Doug (06:11)

3. Strategic Planning & Leverage (07:16–10:25)

• Leverage in Action:

  • Plan for leverage at every step—aim to get referrals early, automate nurturing, maximize time efficiency.
  • Don’t rely solely on company marketing—create your own success systems.
  • Call higher in organizations to create more significant value and opportunities.

• Example:

  • Doug created an internal agent program that generated so much lead flow, he had to distribute them to junior reps. Key: Budget for support resources and treat sales as a small business.

• Quote:

  “How do I get more done in less time with less effort but having a higher yield? I would ask myself that question every single day.” – Doug (11:31)

4. Common Leverage Points (12:49–15:13)

• Referrals:
  • Move from passive to active referral strategies. Plant seeds for referrals at every stage of the relationship.
• Follow-Up:
  • Reactivate dormant clients and maintain long-term relationships.
  • Keep tabs on contacts even when either party changes companies.
• Personal Touch:
  • Know client details and use this for meaningful communication.

5. The Human Element: Trust and Relationships (15:13–17:54)

• Personal ROI:
  • Beyond the professional value, addressing personal ROI—helping clients get recognition, achieve status, or look good internally—is huge.
• Building Trust:
  • Be known for reliability and integrity. The smallest follow-throughs make a difference.
• Quote:

  “If you can get to a place where they trust you more than they trust their own self at times, they’re going to open up their whole...contact database.” – Doug (19:34)

• Memorable Advice:

  “You don't have to go the extra mile. You go the extra, you know, three inches sometimes.” – Doug (20:45)

6. Networking & Win-Win-Win Approach (20:52–23:28)

• Helper Mindset:

  • Build a network so you can help others. By creating massive value, you'll keep a part of it.
  • Reinvest in your process and in yourself; seek mentors who challenge you deeply.

• Quote:

  “Anyone who wants to be an elite producer, we've got to have consistent mentoring going on.” – Doug (22:19)

7. Hiring & Team Dynamics (23:28–29:06)

• Finding Elite Producers:
  • Don’t just look at resumes—assess discipline, coachability, ego strength, and empathy.
  • Sports, music, and other disciplines can indicate the necessary grit and focus.
  • Top producers tend to have a spillover effect, elevating others.
• Quote:

  “We want mentors who are going to challenge us and...make us think to the point of almost wanting to cry at times.” – Doug (22:24)

8. Balancing Personalization and Automation (30:35–36:42)

• Scalable Personalization:
  • Use people to enable handwritten or highly personal touches (e.g., signing books).
  • Use templated emails for outreach with personalized tweaks.
  • Stay in regular touch—touchpoints 10x/year stand out when most only do 0–2.
  • Automate recurring but personalized messages (e.g., rotating holiday notes).
• Quote:

  “If I'm touching base nine or ten times with personalized communication on a regular basis, who do you think they're going to remember more?” – Doug (34:54)

9. Mindset, Truth-Telling, and Challenging Limiting Beliefs (41:01–46:01)

• Belief and Action:
  • The main barrier to being a top earner is mindset; belief in yourself is key.
  • Truth-telling is central to top producers—they’re honest with themselves and others, which builds trust and reduces cognitive load.
• Practical Exercise:
  • Mark a business card each time you notice yourself telling a non-truth, to build self-awareness.
• Quote:

  “Most people align to themselves...1% earners...are very truthful to themselves and truthful to other people.” – Doug (45:11)

10. Growth, Goal Setting, and Time Compression (52:27–59:51)

• Challenge Paradigms:
  • Commit to growing net earnings by 10% yearly; this leads to "hockey stick" growth as you challenge yourself to the next level.
• Time Compression:
  • Double down on skill development to compound progress and eventually compress the time needed for bigger results.
• Debrief Losses:
  • When you lose a sale, ask the prospect why. Learn for next time.
• Quote:

  “Too many people don't give themselves enough time...if they keep compressing that time and keep working on it, work on their own brain, work on their own skill sets...your life can be in a very different place financially.” – Doug (58:52, 59:08)

Notable Quotes & Memorable Moments

• “You go the extra, you know, three inches sometimes…that just differentiates and makes one different than most competitors.” – Doug (20:45)
• “If you can get to a place where they trust you more than they trust their own self…they’re going to open up their whole contact database.” – Doug (19:34)
• “How do I get more done in less time with less effort but having a higher yield? I would ask myself that question every single day of my life.” – Doug (11:31)
• “When we’re truthful, we are not afraid...it frees us to be ourselves.” – Doug (46:32)

Timestamps for Important Segments

• Defining Elite Producers: 01:58–04:17
• Elite Producer Behaviors & Planning: 04:35–10:25
• Leverage Tactics and Examples: 10:48–15:13
• Importance of Relationships & Trust: 15:13–17:54; 19:34–20:45
• Active Referral & Follow-up Processes: 12:49–14:46
• Hiring Insights & Team Building: 23:28–29:06
• Personalization vs. Automation Strategies: 30:35–36:42
• Mindset and Truth-Telling: 41:01–46:01
• 10% Growth Challenge & Time Compression: 52:27–59:51

Final Takeaways

• Treat sales as a business: Have a long-term, leverage-focused plan and invest in yourself.
• Build real relationships—be human, trustworthy, and go beyond transactions to create trust and personal ROI.
• Develop active referral and follow-up systems; stay top of mind with consistent, personalized outreach.
• Be relentlessly truthful with yourself and others; honesty attracts trust and eliminates wasted effort.
• Always be in learning mode: Seek mentors, debrief losses, and challenge limiting beliefs.
• Growing your earnings and career is achievable with the right mindset, planning, and self-discipline.

Connect with Doug C. Brown

• Free ebook: “The Non-Stop 1% Earner”
  ceosalesstrategies.com/1PE
• Email: youmatter@ceosalesstrategies.com
• LinkedIn: Doug Brown 123

This summary provides the core insights and tactical wisdom from Doug C. Brown for outside sales professionals aiming to join the ranks of the true elite.