What sales criteria are important to a salesperson to help maximize sales productivity? This question is relevant to every salesperson aspiring to become a top sales performer. This research reports the findings of a survey of sales executives in five industries that focused on three sales criteria vital to increasing sales. While results were measured from all salespeople, particular attention focused on thc top five percent. The (hrce criteria in question are: Understanding the customer's point of view Managing selling time effectively Planning a sales suategy with which to develop business.