How to Identify Your Best Customers

How Do Top Performers Stay Motivated When Sales Gets Hard? You know the feeling when you close a big deal. The rush. The quiet satisfaction of updating your pipeline. Maybe a quick high-five with your manager. And then, almost immediately, it fades. You’re back to cold calls that go unanswered, emails that disappear into inboxes, and prospects who promised they were interested suddenly going silent. In sales, rejection isn’t a side effect of the job. It is the job. That reality is exactly why most people don’t last in sales. And it’s why the people who do last tend to get paid very well. Over the past quarter, we talked with some of the most consistent sales leaders in the business. Here are four moments from the Sales Gravy Podcast that reveal how top performers stay motivated and close more deals, even when the work feels heavy. Find Your Carrot and Make It Specific Will Frattini, VP of Sales at ZoomInfo, keeps a small Christmas ornament on his desk. His daughter gave it to him when she was five. That ornament is his carrot. During a recent podcast conversation, Will explained that when sales gets hard, that ornament reminds him exactly why he keeps pushing. Not in an abstract or inspirational-poster way, but in a deeply personal one. It represents his family, his responsibility, and the future he’s building for them. That distinction matters. Many salespeople say they’re motivated by family, freedom, or financial security. Those values are real, but on their own, they’re often too broad to sustain sales motivation during a brutal stretch of rejection. When you’re fifty dials deep with no connects and another demo just canceled, vague motivation doesn’t hold up. Will doesn’t just think “my family.” He sees a moment, a memory, and a tangible reminder of what’s at stake. That specificity gives his motivation weight. Top performers anchor their sales motivation to something concrete and emotionally charged. A down payment they want to make by a certain date. A trip they want to take without checking their bank account. A milestone that matters beyond quota. The more specific the carrot, the more powerful it becomes when sales gets hard. How to define yours: Write down one specific outcome you want to achieve in the next six months. Not “hit quota,” but the real-world result that quota enables. A number. A purchase. An experience. Put it somewhere you’ll see it every day. Work With Customers Who Actually Value You One of the fastest ways to drain sales motivation is closing deals with customers who make you miserable. On an episode of Ask Jeb, Jeb broke down how companies grow faster by focusing on the right customers, not just more customers. When you’re behind on quota late in the year, it’s tempting to take anything that looks like revenue. Any company that shows interest. Any prospect willing to meet. You convince yourself that a deal is a deal. Then January arrives. That customer floods your team with support tickets, questions every invoice, demands exceptions, and slowly erodes the satisfaction of the win you celebrated just weeks earlier. Consistent performers learn to protect their energy. They get ruthless about fit. Not just company size or industry, but values. They ask questions like, “What do you value most in a partner?” and they listen carefully to the answer. Some buyers want constant responsiveness. Others value expert perspective and challenge. Some want efficiency and minimal interaction. None of those preferences are wrong. But only one aligns with how you actually sell. When sales gets hard, motivation comes easier when you’re pursuing customers who respect your approach instead of fighting it. How to clarify your ideal customer: Look at your three favorite customers. The ones your entire team enjoys working with. What do they share beyond surface-level traits? How did they behave during the buying process? Those patterns matter more than any firmographic filter. Slow Down Before You Create Your Own Problems When pressure builds, speed starts to feel productive. You rush contracts. You promise timelines without checking internally. You say yes to custom requirements because slowing down feels risky. On an episode of the Sales Gravy Podcast, Jeb Blount, Jr. shared one of the most painful stories we heard this year. A $1.4 million deal with a pediatrics practice unraveled after someone rushed the process and placed the client into an early adopter program without a test environment. The result was catastrophic. The client’s live system crashed, HIPAA was violated, and the company lost not only the deal but $600,000 in annual recurring revenue. Top performers understand something most reps learn the hard way: smooth is fast. They build guardrails around high-risk moments. Before sending a contract, they align internally. Before committing to timelines, they check with the people who actually do the work. Slowing down at the right moments builds trust. It prevents chaos. And it preserves sales motivation by keeping you from spending the next quarter cleaning up mistakes made under pressure. How to build a slowdown system: Identify the three points in your sales process where you tend to rush. Proposals, negotiations, technical commitments. Create a short checklist for each and make it mandatory. Use AI to Think Faster, Not to Stop Thinking Sales demands constant context switching. Pipeline reviews. Prospect research. Discovery prep. Follow-up. Objection handling. The mental load adds up quickly. Victor Antonio recently shared an example of a window company using vision AI to diagnose broken window seals from photos. Instead of sending a technician, customers submit an image. The system verifies the issue, checks inventory, confirms warranty status, and schedules service automatically. AI hasn’t changed what strong salespeople do. It’s changed how quickly they get to the work that actually matters. Top performers use AI to handle tasks that drain energy but don’t require judgment. Research summaries. Organizing notes. Drafting frameworks. That speed preserves mental bandwidth for conversations, strategy, and relationship building. Used correctly, AI supports sales motivation by reducing friction, not replacing effort. How to use AI without dulling your edge: List the tasks you repeat weekly that consume time but not insight. Let AI handle those. Keep anything involving trust, nuance, or decision-making firmly in your hands. Why This Matters for Sales Motivation Sales has always been hard. Cold calling was hard decades ago, and it’s still hard today. You still have to find people, start conversations, build trust, and ask for commitments. What separates average reps from consistent performers isn’t resilience alone. It’s structure. Top performers know exactly what they’re chasing and why it matters. They protect themselves from bad-fit customers. They slow down when it counts. And they use tools strategically to preserve energy for selling. They still get rejected. They still lose deals. They still have months where nothing goes right. But they don’t drift. They don’t panic. And they don’t quit when the work gets uncomfortable. That discipline is what sustains sales motivation long after the initial excitement wears off. If you want a clearer target to aim at when sales gets hard, download the FREE Sales Gravy Goal Guide. It will help you define the goals that actually keep you focused, disciplined, and motivated—especially when rejection starts piling up.