EP24 | Niraj Kapur

From Mediocre to the Top 15%: Niraj Kapur on What Separates Sales Winners

Some people fall into sales because they don’t know what else to do. Niraj Kapur was one of them. By his own admission, he was “horrendous at sales” in the early 90s—an Irish accent, a script about guns and weapons, and no training was a recipe for disaster. But fast forward 30 years, and Salesforce has named him a top sales influencer, LinkedIn gave him a Top Voice badge, and he runs a thriving sales training business.

So, how do you go from the bottom of the pack to the top 15%? Niraj breaks it down with brutal honesty, practical lessons, and a few wake-up calls for anyone still coasting.

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Our 5 Biggest Lessons

Lesson 1: Stop Aiming for “Average”

The Challenge: Most people enter sales chasing money—or because they’re lost career-wise. The result? An industry full of mediocrity.

The Insight: Niraj says only about 15% of salespeople truly excel. “They’re the ones who invest in themselves. They’re the ones who ask questions. They’re the ones who will hire coaches. They’re the ones who go to sales conferences.”

The Quote: “50% are hot and cold. 25% are mediocre. Only 15% are great—and that’s what everybody should be aiming for.”

The Fix: If you want to be in the elite, stop relying on your company to invest in you. Read, attend conferences, pay for coaching out of your own pocket. Ownership of your development is the ticket out of average.

Lesson 2: Build Habits That Bosses Actually Notice

The Challenge: Early on, Niraj had no clear edge—no charisma, no “natural talent.”

The Insight: What separated him was discipline. “I would come into the office most mornings about quarter past half eight… I’d read all the competitive press. Who’s advertising? They’re not advertising with us. Well, they should be.”

The Quote: “You work very hard. You don’t gossip. And you make me money. You keep doing that, you’ll do well in life.”

The Fix: Don’t underestimate small, consistent behaviours. Show up earlier. Prepare more. Avoid gossip. The right boss notices—and those habits compound into promotions and bigger opportunities.

Lesson 3: Get Out of “Self-Serving” Mode

The Challenge: Too many reps make it about themselves—their targets, their product, their CV highlights.

The Insight: Great sellers adapt their language to the customer. “When I spoke to CEOs, I didn’t say I’ve written three books or I’m a LinkedIn Top Voice. I said, ‘As a CEO, here’s what I imagine you’re going through: market share, legacy, revenue growth.’”

The Quote: “You build trust when people think, ‘This person gets me.’ Not, ‘This person’s a genius.’”

The Fix: Mirror the world your buyer lives in. CEOs care about legacy and market share. Sales leaders care about ROI and targets. HR cares about wellbeing. If you don’t know what they care about, you’re not ready to sell to them.

Lesson 4: Invest Before You “Need” To

The Challenge: Many salespeople only look for help when things go wrong.

The Insight: Niraj doubled down on self-investment even when business was booming. “Despite the fact I’m having the best year of my career, I’m currently investing more in myself than I ever have… I’m not waiting until times get tough. I’m investing now while times are outstanding.”

The Quote: “You have to take responsibility for your career. When your company spends the money, you might learn, you might not. But when you spend your own money, you will work really hard to make sure you get that money back times five or times ten.”

The Fix: Build the discipline of reinvesting into your skills and network during good times, not just when your back is against the wall. That’s how you future-proof your career.

Lesson 5: Detach from Outcomes, Double Down on Prospecting

The Challenge: Rejection eats salespeople alive, often leading to half-hearted prospecting.

The Insight: Niraj credits stoicism for his turnaround: “You have to detach from the outcome and not let rejection lead to self-rejection.”

He then rebuilt his business with creative prospecting: LinkedIn video messages and handwritten letters on quality paper—things competitors never did.

The Quote: “Nobody says, ‘I wish I had more emails.’ But send me a video or a handwritten letter with value? That stands out head and shoulders above everybody else.”

The Fix: Don’t just “send more emails.” Prospect differently. Personal video DMs. Handwritten letters. Value-first follow-ups. And remember—losing a deal is never the end. It’s just a lesson.

Conclusion

Niraj’s journey proves that top salespeople aren’t born—they’re built. Built through discipline, habits, tailored communication, constant self-investment, and relentless prospecting. The 15% aren’t magical. They’re just the ones who decided average wasn’t good enough.

👉 Want to hear Niraj’s full story—including his take on ghosting, indecision, and what makes a great boss? Catch the full episode of I Used to Be Crap at Sales wherever you get your podcasts.

Listen To The Full Podcast Here:

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