Paul M. Caffrey

Sales Speaker

Discover the Hidden Habits Elite Sales Professionals Use to Outperform the Competition

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Why is "The Work Before the Work" so important?


How do elite sales professionals outperform the competition? They do “The Work Before the Work”, it’s the piece of the puzzle that most people miss. Share the “Hidden” habits with your sales team today, and watch their sales results soar tomorrow.

If you’re seeking a speaker to make your prospecting & sales approaches more effective while also captivating your audience, Paul M. Caffrey is the unparalleled choice.


Released in 2022 The Work Before the Work, The Hidden Habits Elite Sales Professionals Use to Outperform the Competition”. The Book was written over a three year period and goes deep on what it takes to become a top performing sales professional.

Paul’s expertise in sales and prospecting is not just theoretical but steeped in the practical wisdom and strategies outlined in his influential book he co-authored with the founder of EWTS Phil M. Jones

This book was the culmination of Paul’s 14 year sales career (Selling Microsoft Cloud, Salesforce & Saas); he became somewhat of a sales philosopher, constantly taking on new concepts and ideas from books and leaders in the sales industry. Keeping what sold more and discarding what didn’t.


Today, The Work Before the Work is operationalising repeatable, scalable and predictable sales processes for startups.

It’s helping Account Executives in top tier Saas companies prospect better and sell more. It’s helping sales leaders improve the performance of their sales teams.

As a result Paul continues to gain insights into the reality of today’s sales challenges, making him a vital resource for any team looking to improve sales results.

Preparation really is the missing piece of the puzzle when it comes to elite sales performance. Paul opens people’s eyes to their potential to leverage this and make the most of the opportunities that come into their world.

His presentations are a blend of compelling storytelling, actionable insights, and real-world case studies that keep the audience engaged and inspired.

If your aim is to host an event where your audience not just learns but leaves equipped with actionable strategies for increasing sales results, Paul M. Caffrey is your ideal speaker.

Paul M. Caffrey brings a dynamic, insightful perspective to mastering sales preparation, making him an invaluable addition to any event focused on sales excellence.

A Personal Message from Paul M. Caffrey


Firstly, thank you for considering me to speak at your event, I’m excited at the prospect of us working together.

To give the most value to your audience, its no surprise that I prioritise preparation. If you book me for your event, we'll speak in advance. Below are the two questions I look to answer for every event:

  1. What is your audience looking to achieve?

  2. What are you looking to achieve?

I'll be 100% present and committed to making your event a roaring success.

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3 Reasons People Love Working with Paul


Each speech is personally crafted by Paul to fit your specific industry and desired outcomes.


Paul takes speaking very seriously. There is a permanent focus on preparation to ensure the audience always gets value. 


Paul serves your event, not his speech. He is available for Q&A sessions, photos with attendees, book signings, and more.

Sample Presentations

Discover How Elite Sales Professionals Outperform the Competition

6 High-Impact Sales Habits Hidden in Plain Sight

The Hidden Habits of Elite Sales Professionals reveals the engrained practices of top achievers in sales, emphasizing the significance of preparation, which anyone can use to outperform the competition.

Aimed at sales professionals e.g. account executives, this speech is a guide to embedding elite habits into daily sales efforts, highlighting the transformative impact of a strong work ethic and a commitment to excellence.

Attendees will leave with actionable strategies to elevate their sales performance beyond conventional methods.

This entertaining, motivational and most importantly – actionable talk will be unforgettable for salespeople.



Key Takeaways:

  • 1. Unlock the Six "Hidden Habits": that distinguish top-performing sales professionals and how to integrate them into your routine.
  • 2. "Close More Deals" Mindset: Discover the sales preparation mindset that will transform how you approach sales so you can close more opportunities.
  • 3. Continuous Improvement Framework: Simple framework for developing a strong work ethic that strives for sales excellence in every situation.
  • 4. Increase Discipline: This relentless commitment to preparation transforms peoples approach to sales, ensuring they are always ready to seize opportunities the moment they arise​​.
  • 5. Sell with Confidence: Learn how to meticulously plan and execute sales opportunities with confidence.
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Cultivating a Culture of Preparedness to Outsell the Competition

The Revolutionary Impact of Anticipation in Sales

In “Cultivating a Culture of Preparedness to Outsell the Competition,” attendees will explore the transformative power of anticipatory strategies in sales. This talk delves into how “The Work Before the Work” philosophy can significantly bolster sales leadership and overall team performance.

It highlights the essential role of leaders in creating a culture where preparation and strategic planning are not just encouraged but embedded in the DNA of the sales process. Attendees will learn practical techniques for instilling habits in sales teams that drive them to not only meet but exceed their sales targets through disciplined preparation and execution.

This session promises to equip sales leaders with the tools needed to foster a competitive edge and secure a dominant position in the market.


Key Takeaways:

  • 1. Increase Team Performance: Implementing "The Work Before the Work" philosophy to enhance sales leadership and team results.
  • 2. Preparation Frameworks: The critical role of leaders in fostering an environment where preparation and strategic planning are prioritized.
  • 3. Team Habit Formation: Techniques for sales leaders to instil habits that encourage sales teams to achieve and exceed targets through disciplined preparation and execution.
  • 4. Adaptive Resilience: Enhancing adaptability and resilience in sales teams through proactive problem-solving and scenario planning.
  • 5. Improved Decision-Making: The importance of stakeholder perspectives to help your salespeople help prospects make confident yes/no decisions.
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The Work Before Knowing Exactly What to Say to Sell More

The Unseen Art of Preparation that Amplifies Persuasion

Combining the profound insights of “The Work Before the Work, The Hidden Habits Elite Sales Professionals Use to Outperform the Competition” with “Exactly What to Say, The Magic Words for Influence and Impact,” this talk is a masterclass for sales teams eager to win more deals.

Paul M Caffrey leverages two aspects of selling anyone can use to improve their sales results.

The big problem is most don’t know how, and others “don’t know” what to do.

In sales, combining preparation and knowing exactly what to say is a game-changer. This amplifies any sales process, as salespeople become elite operators.



The best part? Salespeople leave this talk with a preparation framework for every sales situation. Salespeople take persuasive phrases they can use in their next sales conversations.

Paul M. Caffrey is uniquely positioned to share insights having co-authored “The Work Before the Work” with EWTS Founder Phil M. Jones over a three year period. He also used and implemented “Exactly What to Say” in real world sales environments.

It underscores the synergy between meticulous preparation and the strategic use of persuasive language as pivotal to closing more deals and achieving sales excellence. Sales professionals will gain actionable strategies to refine their approach, ensuring they’re not just prepared but also persuasive in every sales interaction.

This is a powerful talk for founders and sales teams starting out, those in competitive sales environments such as real estate, recruitment and Saas Software sellers.


Key Takeaways:

  • 1. Mastery of Preparation and Persuasion: Attendees will learn how to masterfully combine meticulous preparation with the strategic use of persuasive language, significantly improving their ability to close deals and achieve sales excellence.
  • 2. Framework for Every Sales Situation: Sales professionals will leave with a comprehensive preparation framework, enabling them to approach every sales situation with confidence and strategic foresight.
  • 3. Adoption of Persuasive Phrases: Participants will gain persuasive phrases that can be immediately applied in their sales conversations, enhancing their ability to influence outcomes positively.
  • 4. Enhanced Sales Results: By leveraging the insights and strategies shared by Paul M. Caffrey, salespeople can expect to see a notable improvement in their sales results, moving them into the elite category of sales professionals.
  • 5. The Strategies for Competitive Environments: The talk provides actionable strategies for those operating in highly competitive sales environments, such as real estate, recruitment, and SaaS, ensuring they can stand out and succeed.
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Check Availability for Paul M. Caffrey to Speak



Paul M. Caffrey is an international speaker, seasoned sales expert, and co-author of “The Work Before the Work, The Hidden Habits Elite Sales Professionals Use to Outperform the Competition” a pivotal book on sales preparation he co-authored with Phil M. Jones, the founder of EWTS.

Paul’s passion is helping ambitious sales professionals, sales leaders and founders operate at an elite level, and driving exceptional sales results.

Dedicated to the advancement of sales excellence, Paul has become a “go to” figure for insights on sales preparation, scalable, repeatable sales processes, and sales leadership. With nearly two decades of experience, his keynotes offer rich, actionable strategies, empowering sales professionals to thrive in this ever changing market.

Paul is trusted by some of the world’s biggest brands and most innovative start up/scale-up tech companies.

Paul is somewhat a philosopher of sales, having spent nearly 20 years applying theory from top sales books and industry leaders in real selling environments. Keeping what works, discarding what does not.

The foundations for this can be found in his background, highly educated in science, with a masters in business management.

Beyond his speaking engagements, Paul’s influence extends through his work as a mentor and coach to salespeople and sales leaders, not to mention he is active in many start-up communities. His engaging narrative on preparation to achieve elite sales performance and practical advice have established him as a sought-after sales expert and authority.

When he is not on stage, Paul loves nothing more than spending time with his wife and two young daughters. Splitting time between Ireland and Brazil, squeezing in as many churrasco BBQs as possible!





The Hidden Habits Elite Sales Professionals Use to Outperform the Competition

The philosophy of habitualising preparation underpins all of Paul M. Caffrey's speeches. The impact? Salespeople prospect better, sell more and get promoted faster. 


Hanna Larsson, Startup Advisor & Investor

“This is a great book to use as a navigation tool throughout your sales career. It’s a must read!

John Barrows, CEO JB Sales

“It provides a solid framework driving results for anyone willing to put in the effort.”

— Bob Burg, coauthor of The Go-Giver and author of Endless Referrals

“WOW... just WOW! I’ve rarely seen such an important topic as sales preparation explained with such excellence

Marcus A.Chan, Founder of Venli Consulting Group and 6-Figure Sales Academy

“breaks down exactly what it takes to consistently perform at the top 1% level every single year.

— Chris Ducker, author of 'Rise of the Youpreneur'

"It lays it all out for you, get better at selling in a smart, non-tacky manner, it’s a must-have for your bookshelf!"

— Ian Altman, bestselling author of Same Side Selling

“Concrete, actionable guidance that will demystify what drives top-performing sales performance


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Paul's Speaking Fees

Most events have their own constraints, specific requirements and nuances that make them special for attendees. 

Providing standard pricing is difficult as there are a vast number of possibilities to consider. 

On top of Paul's time, your getting is 16 years of expertise along with significant time to prepare and consult for the best possible presentation for your audience. 

Hiring Paul, means your teams will increase revenue. His emphasis on preparation and frameworks to help salespeople prospect better, sell more and develop themselves faster will increase your value in the marketplace. With that in mind, booking Paul is a premium offering. 

Paul will dedicate his full attention to your event (travel away from his family and away from business interests) to 100% focus on making your event a success.

Paul's speaking fee typically ranges from $10,000 to $15,000. 

If you would like to understand more about Paul's fees, availability and if he is a fit for your event, the click the link below and add your details. 

A member of the team will be in touch.

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Frequently Asked Questions

We often find that the same questions often pop up before hiring Paul, so we’ve put together a few of our most commonly asked questions and had Paul answer them personally.

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