The Work Before the Work

The Hidden Habits Elite Sales Professionals Use to Outperform the Competition

Paul M. Caffrey and Phil M. Jones

Discover the 6 hidden habits of elite sales performers

Have you ever wondered why some sales professionals consistently win year after year, while others have peaks and valleys—or simply fail to ever reach their true potential?

Sure, hard work, dedicated effort, product knowledge, and an attractive personality (and even knowing Exactly What to Say) can all help with success in sales. And almost anyone who’s reached elite sales performance status has all of these—but it’s not enough to explain how they do it.

In The Work Before the Work, leading sales professionals Paul M. Caffrey and Phil M. Jones reveal the six hidden habits that set sales superstars apart, and how to unlock them in yourself. But be advised: You will find approximately zero “hacks,” and not a single “trick” in these pages. And at no point will you discover a “hidden secret”.

Instead, you’ll discover the meticulous thinking, questioning and preparation that the best of the best practice unconsciously, and learn how to ritualize your sales preparation so you, too, can join their ranks. Think of it as a roadmap that gives you a fair advantage in almost every selling situation—akin to the ability to start a soccer match with a three-goal advantage, a tennis match already a set up, or a marathon at the eight-mile marker.

Whether you’re prospecting, selling, or looking for your next promotion, you’ll achieve it, and more, when you learn to do The Work Before the Work.


“Absolutely fantastic and highly, highly, recommended!”

“Paul and Phil have done a masterful job creating the ultimate blueprint for sales professionals.”

“A solid framework that will drive results for anyone willing to put in the effort.”


“Avoids gimmicks and instead gives the steps to follow to get on the same side as your clients and potential clients while achieving remarkable results.”

“A framework to ensure you leave no stone unturned and deliver the results that make sales so rewarding.”

“A simple framework that levels the playing field for everyone.”

“A great read for every level of sales professional, guaranteed to deliver a strong ROI.”


Paul M. Caffrey is a master of sales preparation. Highly educated in the fields of science and business, Paul has spent the past fourteen years mastering his chosen craft—sales. An elite sales professional, Paul is trusted by some of the world’s biggest brands and most innovative scale-up tech companies.

Phil M. Jones is a master of influence and persuasion. He is the author of the bestselling Exactly book series, with over a million copies sold; the producer of the “most listened to” nonfiction audiobook of all time (Exactly What to Say); a trusted advisor for some of the world’s biggest brands; and an entrepreneur since the age of fourteen.

ISBN 9781774583005
21.95 CAD 17.95 USD
Published September 6, 2022
5.5 × 8.5 232 Pages