By Paul Reilly
How do top sellers make success look so effortless?
We admire the outcome. Whether it’s winning a big deal, delivering the perfect presentation, or executing flawlessly. But what we don’t see is what makes it possible.
On a podcast, I heard the term negative space. In art, negative space refers to everything that surrounds the main subject. It could be the background, the subtle details, the elements you don’t immediately notice. In sales, negative space is the unseen work behind the visible success.
For over 30 years, Tom Reilly Training has analyzed top-performing salespeople. It’s exciting to witness their success and hear their stories. The success and the outcome are easily visible. That’s the positive space. But it’s the negative space that paints the complete picture. What goes unnoticed is often what matters most.
Preparation is part of the negative space. In fact, 95% of top performers plan every call, compared to just 10% of the general sales population. As a result, they guide conversations with purpose and lead customers toward desired outcomes. What may appear natural is the result of deliberate preparation. Top performers show up on purpose, with purpose.
They prepare intentionally, identify key talking points, and align their solution with the customer’s definition of value. They think through multiple scenarios, strategize for the opportunity ahead, anticipate objections, and build a clear plan of action.
Personal development is part of the negative space. Top performers look like natural sellers and technical experts. That’s the visible part. What’s less obvious is the work happening behind the scenes.
Our research shows that top performers consistently invest in their own growth:
- 58% read motivational books
- 37% listen to motivational audiobooks
- 52% participate in self-development training
- 57% routinely study to improve their skills
Consistent and intentional activity is part of the negative space. Top performers don’t just stay busy; they stay intentional. Their activity is consistent, focused, and tied to clear outcomes.
Regardless of economic uncertainty, they remain active. The industry may slow down, but they don’t. They’re constantly grinding for every opportunity. Every touchpoint builds momentum. Even in a downturn, their pipeline stays full. The full pipe is the positive space. The negative space is the steady rhythm of outreach—drop-ins, calls, and texts all working to create the opportunity.
Refinement is part of the negative space. Top performers constantly test, tweak, and sharpen their message until it resonates. They have a knack for knowing what moves the customer, but it’s not luck. These sellers painstakingly evaluate their message and take chances. Their conscientious nature may not always be focal, but it’s impactful.
Commitment is part of the negative space. While products are the focal part of the transaction, it’s rarely the sellers’ passion for the product that drives commitment. Instead, top performers are deeply committed to serving and positively impacting their customers’ businesses. They’re able to balance their desire to sell with their dedication to serve. With that customer-focused mindset, you show up differently. You perform at a higher level.
Top performers inspire change and energize the buyer. Their enthusiasm is contagious; that’s the outcome. The negative space is the disciplined, behind-the-scenes work that supports and serves the customer.
Problem-solving is part of the negative space. Top performers are relentless problem-solvers. In our latest Best Sales Practices study, we asked: What’s the best way to grow your business with existing customers? The top response was clear: Identify new problems to solve. Consider what was NOT mentioned: “quote more” or “sell more.” Their growth strategy is rooted in creating more value.
Closing a big deal is the positive space. The negative space is what you don’t see—the top performer obsessing over uncovering that problem in the first place, thinking deeply about it, and developing strategies to solve it.
The next time you see a top performer win a big deal, pause and reflect on the full picture. Ask them about the negative space that led to the positive outcome. As you consider your own success, spend more time there. The difference isn’t talent. It isn’t luck. It’s the ability to find meaning and motivation in the work no one sees. That’s the negative space. And that’s where success is built.