Achieving consistent sales performance isn’t just about hitting quotas—it’s about transforming how sellers think, connect, and solve problems. Leah Borges, an expert in sales leadership, training, enablement, and coaching, brings a wealth of experience and strategies to help sales professionals unlock their Sales Potential. In this article, we explore Leah’s unique approach to overcoming sales obstacles, building trust with buyers, and developing high-performing sales cultures.
The Most Common Barrier: Stop Selling, Start Understanding
According to Leah, one of the most significant obstacles holding sellers back is their tendency to focus too much on selling rather than understanding. “Salespeople are always trying to sell something instead of really understanding where their buyer is and what the business actually needs,” she explains. This misalignment often leads to frustrated buyers who feel unheard, contributing to the growing resistance to engage with sales professionals.
To overcome this, Leah advocates for a mindset shift: sellers need to approach conversations with genuine curiosity and problem-solving intent. By prioritizing the buyer’s needs over pushing a solution, sellers can build credibility, foster trust, and ultimately position themselves as valuable partners. This is a crucial step toward unlocking their full Sales Potential.
The Power of Proper Discovery
Leah emphasizes that success in sales starts with the discovery process. Drawing from her certification in the Gap Selling Methodology and her own battle-tested experience, Leah highlights the importance of thorough qualification and discovery. “When you qualify properly, it opens the door to everything else—better deal management, higher win rates, faster closes, and lower sales cycle times,” she says.
While taking time upfront to truly understand the buyer’s pain points might seem slow, it lays the foundation for smoother, faster closes later. Leah’s approach integrates critical thinking into discovery calls, ensuring sellers can adapt their techniques to each unique buyer and situation.
Frameworks That Drive Enterprise-Level Success
Leah has also developed a five-step framework for discovery calls, designed to help sellers navigate complex, high-stakes deals. Unlike rigid checklists, her framework focuses on concepts and critical thinking, allowing sellers to tailor their approach to each buyer’s unique needs. “Each buyer is different, and each organization has different needs,” she explains. “The framework helps sellers think differently and apply these concepts effectively.”
Beyond discovery, Leah stresses the importance of standardizing deal information across teams. Uniform notes and consistent data in CRMs make it easier to spot gaps, address stalled deals, and coach sellers more effectively. “When information is consistent, sales managers can quickly identify missing pieces and provide actionable guidance,” Leah shares.
Building Trust with C-Suite and VP-Level Executives
Standing out in a crowded B2B market requires more than just a good product—it demands a unique approach to buyer interactions. Leah trains sellers to disrupt the status quo with a “pattern interrupt” during discovery calls. By preparing buyers for a different, more in-depth experience, sellers can lower resistance and foster genuine problem-solving conversations.
“Buyers have already talked to multiple sellers by the time they get to you,” Leah notes. “Setting expectations upfront and focusing on solving core issues—not pitching solutions—can differentiate you from the competition.” This differentiation is key to unlocking the full potential of any seller’s Sales Potential.
The Traits of Top Performers
Curiosity is a must-have trait for successful salespeople, but Leah adds another key element: business acumen. “Sellers need to see themselves as businesspeople,” she explains. “We’re not just selling a product or service; we’re helping other businesses improve and solve problems.”
Leah believes that developing business acumen helps sellers connect the dots within a buyer’s organization and better articulate the value they bring. This perspective shift enables sellers to act as true partners rather than just vendors.
Handling Objections with Confidence
Leah teaches sellers to view objections not as roadblocks but as opportunities for deeper conversations. “An objection isn’t really an objection—it’s a request for more information,” she explains. By validating the buyer’s concerns and asking clarifying questions, sellers can uncover the root cause of the objection and address it effectively.
This approach not only eliminates uncertainty but also strengthens the buyer-seller relationship, turning potential objections into meaningful discussions that drive deals forward.
Transforming Sales Teams into High-Performing Cultures
Beyond individual coaching, Leah works with sales teams to create sustainable, high-performing cultures. The biggest challenge? Convincing organizations to recognize the need for change. “If they don’t make the steps to change, things won’t stay the same—they’ll snowball,” Leah warns.
By addressing misaligned metrics, improving deal management processes, and fostering a culture of continuous improvement, Leah helps sales teams elevate good performance into a consistent baseline of excellence.
Summary
Leah Borges
Leah Borges’ approach to sales coaching and enablement is a masterclass in redefining success. By shifting the focus from selling to understanding, prioritizing proper discovery, and fostering critical thinking, Leah empowers sellers to consistently perform at the top of their game. Whether you’re a seller aiming to close high-stakes deals or a sales leader looking to build a high-performing team, Leah’s strategies offer a transformative path forward to maximize Sales Potential.
Want to learn more about elevating your sales performance? Visit the Workwolf blog for additional insights and resources.
