Salespeople hold 5 universal beliefs which we call 'Destination Beliefs'. Whilst they are necessary components of a salesperson’s belief system, how these beliefs are interpreted and synthesized internally is what separates the best from the rest. A spectrum of attitudes exist for each destination belief. We call them 'Journey Motivations' because they define the path taken towards each destination. There are ten motivations in total, a pair for each Destination Belief and it is the precise balance of these motivations which defines sales performance. Why? Because it is not ‘what’ you do but ‘why’ you do it. Top sellers demonstrate the exact same motivation balance as each other, which means as you believe, you will behave.



To book a briefing on the research please click here


New Article

How ‘cracking the code’ of a secret belief system is boosting sales

Buy the book on Amazon

Coming soon

Experience our learning offering


Complete our psychometric tool

Take the psychometric

Here, finally, is a causal chain, a formula for success – The Salesperson’s Secret Code. The implications for the sales industry are huge. It means everyone can become a top-performing salesperson by doing three things:

  1. Discovering what the Secret Code is by reading our book

  2. Calculating the gap between your current motivation balance and the optimum balance by completing our psychometric tool

  3. Using the insights provided by our psychometric tool to understand what adjustments should made to create and sustain high-performance

Articles and Features

Press Coverage

on twitter.com

Buy the book on Amazon

Request a Keynote Address



“Sales is now an integral part of every role, making this an essential read for all business professionals. The authors of The Salesperson’s Secret Code combine hard data with intelligent insight to show, with verve and skill, how the world’s best salespeople continue to thrive in uncertain times and how others can learn from their success."

Daniel Pink, author of Drive and To Sell is Human


“This is a practical manual for anyone who wants to be better at selling. It is full of useful tips and wise advice from experts who really understand their craft. If you want to close more deals, then this is the book to help you win.”

Luke Johnson, Chairman of Risk Capital Partners, former Chairman of Channel 4 Television, and The Sunday Times columnist

Read more

click to open the Google map

Authors Ian Mills

Managing Partner, Transform Performance International

Ian Mills

Authors Mark Ridley

Founding Partner, Transform Performance International

Mark Ridley


New Article

The secret to success: how to recruit a standout sales team

Authors Dr. Ben Laker

Partner, Transform Performance International

Dr. Ben Laker

Authors Tim Chapman

Managing Partner, Sales EQ

Tim Chapman

Got a Question?

Contact Us

Transform Performance International
Lower Woodspeen Court
Lambourn Road
Newbury, RG20 8BL, UK
+44 (0)1488 658686
+44 (0) 1488 658684