On the latest episode of CBT Now, we welcome Bob Kocis, a seasoned tech sales leader and author. Kocis argues that what separates the highest-achieving sales professionals from others is not just innate talent but also a combination of unwavering consistency, laser focus on the customer, and rigorous execution. He draws these insights from his new book, The President’s Club Mindset, which explores the routines and approaches of elite sales performers and demonstrates how these fundamental principles can be applied effectively across businesses of all sizes, including small businesses, across various industries.
According to Kocis, his book centers on the President’s Club, often regarded as the highest level of achievement in tech sales. He says the project draws on interviews with 10 top-performing sellers who collectively earned more than 150 President’s Club trips, along with his own industry experience. The goal, he said, was to give back to the sales and small business communities by identifying repeatable strategies rather than relying on raw talent.
“If you can look through the close, look to the outcome, look to where the customer is going to be… look to make them a raving fan.”
Kocis suggests that consistency is the key differentiator among high performers. Elite salespeople maintain disciplined routines, execute fundamental tasks daily, and pay close attention to detail. This level of consistency enables them to close more deals and control outcome timing, rather than simply reacting to pressure at the end of a sales cycle.
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Additionally, Kocis emphasizes the importance of shifting focus away from the close itself and toward long-term customer outcomes. Sellers who prioritize helping customers succeed after the sale tend to build stronger relationships, generate referrals, and sustain higher performance over time.
A central theme of the discussion was Kocis’ “three whys” framework, which he said helps sellers simplify complex sales motions. The approach centers around the following:
- Why is the customer buying?
- Why buy from us
- Why buy right now
For organizations seeking to replicate President’s Club-level performance across teams, Kocis said it starts with clearly defining and communicating a unique value proposition. Sales teams must be trained to uncover customer problems before discussing product features, ensuring value is directly tied to those pain points and to return on investment.
He also pointed to common mistakes that limit performance, including overemphasizing features and benefits without understanding a customer’s business and failing to ask meaningful questions early in the sales process.
Kocis said consistent overachievers tend to outwork peers, adopt new sales technology earlier, and build internal teams to support deal execution. Curiosity and empathy, he added, have become critical differentiators in modern sales environments.
The core takeaway, Kocis said, is simplicity. Sellers who focus on consistency, customer outcomes, and the three “whys,” while controlling daily effort, preparation, and attitude, are better positioned to sustain long-term success.
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