Supercharge your sales team: How to spot a superproducer in the wild

Following our recent webinar on supercharging the top of your sales funnel with AI, we dive deeper into a concept we believe is a complete game-changer for our reseller partners: the superproducer.

In the webinar, we touch on how AI revolutionizes the sales landscape, automating tasks and providing insights that were once the stuff of science fiction. We discuss tools that scrape LinkedIn for prospects, personalize outreach at scale, and even predict which leads are most likely to convert. However, we keep coming back to this essential point: AI is a tool, and its effectiveness relies on the person wielding it. This is where the superproducer comes in. These individuals not only master every tool at their disposal but also remain actively motivated to do so, maximizing results and driving incredible growth.

So, what defines a superproducer? It isn’t merely about having a certain background or a specific set of qualifications. It revolves around a mindset—a DNA wired for success. We identify three core traits that every superproducer shares: hustle, proactivity, and graft.

The three pillars of a superproducer

1) Hustle: The engine that never quits

Hustle embodies more than just hard work; it reflects a relentless drive to achieve goals, a sense of urgency inherent in everything they do. It's the salesperson who makes one more call when everyone else has gone home, seeing a setback not as a roadblock but as a challenge to overcome. Angela Lee Duckworth's research on "grit" reveals that this combination of passion and perseverance predicts success more reliably than raw talent or IQ [1].

Let’s specify how hustle manifests at the top of the funnel, where the battle is won or lost. A salesperson with hustle doesn't wait for the perfect moment to reach out to a prospect. They understand that speed matters. When a new lead comes in, they're on it within minutes, not hours or days. They know that the first person to engage often wins the deal.

Hustle also means resilience in the face of rejection. At the top of the funnel, you're going to hear "no" far more often than "yes." That's just the reality of prospecting. But a superproducer with hustle doesn't let rejection slow them down. They've got a systematic approach to follow-up. If a prospect doesn't respond to the first email, they're already planning the second, third, and fourth touchpoints. They're not annoying; they're persistent. There's a difference.

How AI supercharges hustle:

This is where things get exciting. AI tools can amplify a hustler's natural drive in ways that were impossible just a few years ago. Think about automated sequencing tools that can send personalized follow-up emails at optimal times based on engagement data. A superproducer with hustle will set up these sequences, monitor the results, and constantly refine them to improve response rates.

AI-powered dialers can help hustlers make more calls in less time, automatically logging activity and moving to the next prospect. Tools that scrape social media can alert a hustler the moment a prospect changes jobs or their company announces funding, creating an immediate opportunity for outreach. The hustler doesn't just set these tools up and forget about them; they're constantly tweaking, testing, and pushing for better results.

Without hustle, these AI tools are just expensive software sitting unused. With hustle, they become force multipliers that can 10x your top-of-funnel activity.

Why hustle is critical:

In sales, rejection is part of the job. A superproducer with hustle doesn't just tolerate rejection; they're fueled by it. They have a deep-seated need to win, and that's what keeps them going when others would give up. At the top of the funnel, where conversion rates are naturally low, this trait is absolutely essential. You need someone who can handle the volume, the rejection, and the grind, and still come back tomorrow ready to do it all again.

How to spot hustle in an interview:

"Tell me about a time you were facing a tough deadline and a series of setbacks. What did you do?"

Look for: A story of resilience, of someone who didn't just meet the deadline but found a creative way to exceed expectations. Did they work late? Did they find a workaround? Did they rally resources?

"Describe a situation where you had to be persistent to get a deal over the line. What did that look like?"

Look for: Evidence of a systematic approach to follow-up, a willingness to go the extra mile, and a refusal to take "no" for an answer. How many touchpoints did they make? What was their strategy?

"Tell me about the last time you failed to hit a target. What was your immediate next action?"

Look for: Someone who immediately got back to work, analyzed what went wrong, and adjusted their approach. Hustlers don't dwell on failure; they use it as fuel.

2) Proactivity: The superproducer's sixth sense

Proactivity is the ability to see around corners, to anticipate needs and solve problems before they even arise. It's the salesperson who doesn't wait for leads to be handed to them but is constantly building their own pipeline. They're the ones who are always learning, always looking for a better way to do things, and always taking the initiative.

At the top of the funnel, proactivity is what separates the hunters from the farmers. A proactive salesperson doesn't just work the leads that marketing provides; they're out there creating their own opportunities. They're networking, they're building relationships, they're identifying ideal customer profiles and going after them with precision.

Proactivity also means being a self-starter when it comes to learning. The sales landscape is constantly evolving, and a proactive salesperson is always educating themselves on new techniques, new tools, and new market trends. They're not waiting for their manager to send them to training; they're seeking it out themselves.

How AI supercharges proactivity:

AI tools are a proactive salesperson's dream. Consider tools that use predictive analytics to identify which companies are most likely to be in-market for your solution. A proactive rep will use these insights to build targeted lists and craft personalized outreach campaigns before their competitors even know these prospects exist.

Social listening tools powered by AI can monitor conversations across the web, alerting proactive reps when a prospect mentions a pain point that your solution solves. Instead of cold outreach, they're reaching out with timely, relevant value. AI-powered research tools can compile detailed company and contact information in seconds, allowing a proactive rep to build a robust pipeline faster than ever before.

The key difference is that a proactive salesperson doesn't just use these tools reactively. They're constantly exploring new AI capabilities, testing new approaches, and finding innovative ways to get in front of prospects. They're the early adopters who see the potential before everyone else catches on.

Why proactivity is critical:

The sales landscape is constantly changing. A proactive salesperson is always one step ahead, identifying new opportunities and adapting their approach to stay ahead of the curve. They're not just order-takers; they're business builders. At the top of the funnel, this means they're never dependent on a single source of leads. If marketing has a slow month, they're not sitting around waiting; they're out there creating their own opportunities.

How to spot proactivity in an interview:

"Walk me through your process for generating your own leads outside of what marketing provides."

Look for: A structured, repeatable process that goes beyond just making cold calls. Are they using LinkedIn Sales Navigator? Are they attending industry events? Do they have a referral strategy? The more detailed and systematic their answer, the better.

"Tell me about a time you identified a problem or opportunity that no one else had seen. What did you do about it?"

Look for: A story of someone who didn't just point out a problem but took ownership of the solution. Did they build a new tool? Propose a new process? Take the lead on a new initiative? Proactive people don't wait for permission.

"Describe a situation where you had an hour of unexpected free time in your workday. What did you do with it?"

Look for: Did they use it to prospect? Research a key account? Update their CRM? Or did they take an early lunch? This question reveals their natural inclination toward self-directed productivity.

"Tell me about the last new skill or tool you learned on your own initiative. Why did you choose to learn it?"

Look for: Evidence of continuous self-improvement and a growth mindset. Proactive people are always learning, always getting better.

3) Graft: Smart, focused hard work that moves the needle

"Graft" is a term we use to describe a strong work ethic, but it's not just about putting in long hours. It's about having the discipline and focus to work on the things that actually move the needle. This is what we refer to as "hard work" in our assessment materials—the rigor and discipline to see things through, combined with the strategic thinking to focus on high-impact activities.

Here's the critical distinction: there's a difference between being busy and being productive. We've all seen the "busy fool"—the salesperson who's always working late, always in meetings, always updating spreadsheets, but never seems to hit their numbers. They're confusing activity with achievement.

A superproducer with true graft understands the difference. They know which activities actually generate revenue and which ones are just noise. At the top of the funnel, this means focusing relentlessly on the activities that fill the pipeline with qualified opportunities: prospecting, outreach, qualification, and follow-up. Everything else is secondary.

Graft also means doing the unglamorous work that others avoid. It's the salesperson who meticulously updates their CRM after every call, not because their manager is watching, but because they know that data will help them close more deals. It's the rep who spends an extra 15 minutes researching a prospect before a call, ensuring they're not wasting anyone's time. It's the discipline to prepare, to follow through, and to do things right the first time.

The discipline to say no:

One of the most underrated aspects of graft is knowing what not to do. A superproducer with graft will ruthlessly prioritize their time. They'll decline low-value meetings. They'll automate or delegate administrative tasks. They'll qualify out prospects who aren't a good fit rather than wasting time on deals that will never close. This isn't laziness; it's strategic focus.

How AI supercharges graft:

AI tools can be a game-changer for someone with true graft because they eliminate the busy work and free up time for high-impact activities. Automated CRM updates, AI-powered note-taking during calls, and intelligent task prioritization mean that a disciplined rep can spend more time actually selling and less time on admin.

AI-powered lead scoring can help a rep with graft focus on the prospects most likely to convert, rather than spinning their wheels on tire-kickers. Automated email sequences can handle the repetitive touchpoints, while the rep focuses on the high-value conversations that require a human touch.

But here's the key: only someone with true graft will actually use these tools properly. They'll take the time to set them up correctly, to train the AI on what a good lead looks like, and to continuously refine the system. A busy fool will either ignore these tools or use them poorly, generating even more noise without any real results.

Why graft is critical:

In sales, the devil is in the details. A superproducer with graft understands that success is built on a foundation of consistent, disciplined effort focused on the right activities. They're not looking for shortcuts; they're looking for results. At the top of the funnel, where the volume is high and the conversion rates are low, you need someone who has the discipline to stay focused, to do the hard work of qualification, and to consistently execute on the fundamentals.

Without graft, hustle becomes frantic activity without direction. Without graft, proactivity becomes a scattered mess of half-finished initiatives. Graft is the foundation that makes the other two traits effective.

How to spot graft in an interview:

"How do you decide what to work on when you have multiple competing priorities?"

Look for: A framework for prioritization based on impact and urgency. Do they focus on revenue-generating activities first? Do they have a system, or do they just react to whatever's loudest?

"Tell me about your process for preparing for a sales call or meeting."

Look for: A detailed, systematic approach to research and preparation. Are they just winging it, or are they doing their homework? How much time do they invest? What sources do they use?

"Describe a time when you had to complete a tedious but necessary task. How did you approach it?"

Look for: A positive attitude towards the less glamorous aspects of the job. Do they see it as a chore, or do they understand its importance? Did they find ways to make it more efficient?

"Tell me about a time you were really busy but realized you were working on the wrong things. What did you do?"

Look for: Self-awareness and the ability to course-correct. Did they stop and reassess? Did they have the discipline to say no to low-value activities? This reveals whether they understand the difference between being busy and being productive.

"Walk me through how you manage your CRM and sales data. Why do you do it that way?"

Look for: Evidence of discipline and attention to detail. Do they have a system? Do they understand why accurate data matters? Or do they see it as a box-checking exercise?

The superproducer assessment: Your secret weapon

We know that identifying these traits in an interview can be challenging. People can talk a good game, but how do you know if they'll actually deliver? That's why we've developed a free assessment tool specifically for our reseller partners to use with their candidates.

This isn't your typical personality test. We've designed it to measure the specific behaviors and decision-making patterns that indicate hustle, proactivity, and graft. The assessment presents candidates with real-world sales scenarios—the kind of situations they'll face every day at the top of the funnel—and asks them to choose the most effective course of action.

Their responses are then scored against our superproducer framework, giving you a clear indication of their potential in each of the three key areas. You'll receive a detailed breakdown showing:

• Hustle score: How they respond to rejection, urgency, and the need for persistent follow-up.
• Proactivity score: Their tendency toward self-directed activity, initiative, and opportunity creation.
• Graft score: Their focus on high-impact activities, attention to detail, and disciplined execution.

How to use the assessment:

The assessment isn't meant to replace your interview process; it's designed to enhance it. We recommend sending the assessment to candidates before the interview. This gives you valuable data to guide your questions and dig deeper into specific areas.

For example, if a candidate scores high on hustle but low on graft, you might probe more deeply into how they prioritize their time and whether they're confusing activity with achievement. If they score high on proactivity but low on hustle, you might explore whether they have the resilience to handle the rejection that comes with top-of-funnel prospecting.

The assessment helps you move beyond surface-level answers and get to the heart of who this person really is and how they'll perform when the going gets tough.

You can access the Assessment Platform here.

Bringing it all together: The AI-powered superproducer

Here's what we've learned from working with hundreds of sales teams: AI tools are powerful, but they're not magic. They don't turn average salespeople into superstars. What they do is amplify the traits that are already there.

A superproducer with hustle, proactivity, and graft will take an AI prospecting tool and use it to 10x their pipeline. An average rep will use the same tool and see marginal improvements at best. The difference isn't the tool; it's the person.

That's why hiring right is more important than ever. In the age of AI, the gap between your top performers and your average performers is going to widen dramatically. The superproducers will leverage these tools to achieve results that would have been impossible just a few years ago. The rest will struggle to keep up.

As you build out your sales teams, focus on finding people with these three core traits. Use our assessment tool to identify them. Ask the right questions in your interviews. And when you find a superproducer, invest in them. Give them the tools, the training, and the support they need to succeed.

Because at the end of the day, your success as a reseller partner depends on the quality of your sales team. And the quality of your sales team depends on your ability to identify and hire superproducers.

The future of sales is here, and it's supercharged. Make sure you've got the right people to take advantage of it.

References

[1] Sales Grit: The Power of Passion and Perseverance for Better Results

Looking for more on AI? Check out our recent webinar!