Free 19 Minute Mini-Course

THE WORK BEFORE THE WORK

Discover the hidden habits elite sales professionals use to outperform the competition.

Companion Course

In this entirely free course, you'll turn preparation into your fair advantage.

We’ll break down exactly what top sales performers are doing before every call, every meeting, and every deal — so you can take those habits and outsell the competition.

And we’ll have fun doing it.

  • Build a daily preparation ritual that drives sales results.
  • Apply the 6 hidden habits to your real-world deals.

  • Increase win rates, shorten cycles, and grow your pipeline — with less stress

About:

Paul M. Caffrey 

BSc (Hons), MIM, MPSA.

Co-author of "The Work Before the Work, The Hidden Habits Elite Sales Professionals Use to Outperform the Competition."

Paul M. Caffrey works with Chief Revenue Officers and their sales teams to help them build pipeline, improve forecast accuracy, and close more deals by embedding elite preparation into every stage of the sales process.

His clients include global SaaS companies, elite sports organizations, and high-growth startups who want to turn preparation into a competitive advantage.

 

In the time it takes to grab a coffee or hit the gym, you’ll learn:

The Hidden Habits Elite Sales Professionals Use to Outperform the Competition. 

Warning: The habits can lead to more pipeline, shorter sales cycles, and bigger commissions.

Part One:

The Mindset Behind the Method

​How top sales performers think differently — and why it sets them apart.
Before habits come mindset. In this opening section, we unpack the belief system of elite sales professionals — sellers who consistently outperform the competition. You’ll learn why they don’t rely on hacks, how they stay ready for the moments that matter, and how their mindset turns preparation into a competitive advantage. This part will help you:

  • Understand the core philosophy of Prepared Selling

  • Adopt the mindset top reps use to dominate their year

  • Build intention and direction into every sales interaction — from pipeline to promotion

Part Two:

The Six Hidden Habits in Practice

​A step-by-step framework to plan your next call, quarter, or career move.
This is where the rubber meets the road. You’ll walk through the six hidden habits elite sellers use to prepare for meetings, navigate deals, and close with confidence. With real-world examples and thought exercises, you’ll learn how to:

  • Define your best possible outcomes — and your buyer’s

  • Understand and influence the decision-making process

  • Build a plan, manage friction, drive progress, and measure success. This is preparation with precision — and the foundation of consistent performance.

Part Three:

The Overlooked Fundamental That Changes Everything

​How thoughtful personalisation builds trust faster than any pitch.
Many reps skip this. Top performers never do. In this final section, you’ll learn the simple, often overlooked habit that makes every meeting more effective — showing your prospect, customer, or stakeholder that you’ve done the work. We’ll cover:

  • The 3x3 lens: Person. Business. Industry. × Past. Present. Future.

  • How to open meetings with insight, not fluff

  • Why showing you’ve prepared earns the right to advise and lead

​You deserve to sell with clarity, confidence, and consistency.

Your pipeline, your performance, and your career will thank you.

Let’s put The Work Before the Work into action — starting now.