Trust drives sales—and it’s a skill you can develop

You’ve probably met them. Those salespeople who talk nonstop, always have an answer, and are always on the go. But how often do they actually top the sales charts? The myth that the outgoing chatterbox automatically becomes a top salesperson persists—even though the reality is quite different.

Conny Johansson knows what he’s talking about. He describes himself as a shy child who used to stand behind his mother and preferred to stay out of the spotlight. Today, he is a consultant at Adviser Partner and, throughout his career, has studied, trained, and been shaped by hundreds of salespeople across all kinds of industries. In the latest episode of We Love Salespeople, he sits down with Jonas Olofsson to share his formula for what truly makes a top salesperson.

In the interview, Conny Johansson shares several invaluable strategies. Here are 3 insights you won’t want to miss:

1. Discipline beats motivation—every time

Most salespeople wait until they feel motivated. Top salespeople do what they’re supposed to do, regardless of how they feel. Conny describes discipline as the foundation that underpins their entire performance—and points out that motivation, however valuable it may be, comes and goes.

"Motivation comes and goes. A top salesperson isn't just good when they're motivated—they're always good."

But discipline without direction is meaningless. That’s why top salespeople always combine discipline with clear, personal goals—not just the company’s budget, but goals they’ve set for themselves. Goals that come at a cost if they’re missed. The Way of Sales methodology confirms this: without clear goal-setting and follow-up, salespeople lack the structure that transforms ambition into actual results.

2. Structure and Needs Analysis – Where the Deal Is Actually Made

If discipline is the engine, structure is the control system. And nowhere is this more evident than in the needs analysis—the step that the Way of Sales methodology identifies as responsible for up to 70% of total sales.

Conny is clear: a written needs analysis with well-thought-out questions is the difference between taking a shot in the dark and hitting the mark. He explains how top salespeople take the time to properly qualify prospects—decision-making process, budget, and timing—and never settle for an answer that might be true.

"Are you the one making the decision? There's a good chance I'll get a 'yes.' Which isn't entirely true. And then I'll have received a false answer that will ruin my sales process."

In addition, Conny says, top salespeople dig deeper once they’ve identified a need. They amplify it. They ask what it means for the customer and what will happen if nothing changes. It’s those kinds of questions that generate real buying power.

3. Curiosity and humility – the soft qualities with the greatest impact

The third insight is perhaps the most unexpected. In a sales industry that often glorifies self-confidence and drive, Conny highlights curiosity and humility as crucial to reaching the top—and staying there.

Curiosity makes you truly listen. It drives you to understand the customer’s reality, not just sell your solution. Humility ensures that you never jump to conclusions—and that you choose to ask a question instead of correcting the customer when something seems wrong.

"My humility toward everything in life makes me realize that there are things I don't know. And that makes me more curious. And it keeps me from jumping to conclusions."

Conny also highlights something that affects most salespeople: the ability to handle rejection without getting stuck on it. Not being easily offended. Asking for feedback rather than avoiding it. These are tough soft skills—and they can be developed.

Next Step

This is just a fraction of the insights Conny Johansson shares. Want to hear the full conversation, get more concrete examples, and dive deeper into what really makes a top salesperson? Listen to the full episode of We Love Salespeople here!

Would you and your sales team like to have the tools to implement these strategies and reach new heights? Adviser Partner can help you build a high-performing sales culture. Contact us at expansion@adviser-partner.se or visit www.adviser-partner.se to learn more about our proven Way of Sales methodology.