Nothing stays the same, and that includes sales. After all, I’ve been writing and making videos for the past two years on how much our profession is changing. But I get it – change is hard. I think that the pace of change has intimidated some professionals, who find themselves clinging to past successes rather than adapting to current market demands. These individuals, whom we’ll call “Legacy Performers,” once excelled but now struggle to maintain their edge. This article will help you identify Legacy Performers and offer strategies for reinvigoration.
First, let’s define our term. A Legacy Performer is a salesperson who once had “it” but has lost their competitive edge. They’re not novices; their past successes are real and documented. When they tell you how they used the sharp-angle close to take a guy who wanted to buy a used ’74 Maverick and sell them a brand new Lincoln, that story was REAL. However, the traits that once drove their success have faded. It’s crucial to note that being a Legacy Performer isn’t about age – it’s about mindset and adaptability.
Spotting Legacy Performers
- Aversion to Prospecting: This is the uppermost characteristic of this type of salesperson. The best salespeople know that, no matter how good you are or how much you are selling, current customers will leave (sometimes through no one’s fault – perhaps they just go out of business or retire), and new prospects will show up. Legacy Performers don’t worry about that. Prospecting is a difficult and time-consuming process (more so now than ever), so they figure they’ll “just work on referrals.” Over time, their customer base dwindles and they never refill the sales funnel with new prospects.
- Resistance to Change: While not all change is positive, Legacy Performers tend to fight against any modifications to their routine. They fear increased oversight and potential exposure of their shortcomings. This also applies to sales tech, like CRM, and other ways that salespeople must adapt to new methods and tools.
- Avoidance of Customer Interaction: Legacy Performers may shy away from direct customer contact, particularly with new prospects. They often find excuses to be elsewhere when fresh opportunities arise.
- Constant Complaints About Customers: Instead of analyzing lost sales for improvement, Legacy Performers blame customers for failures. They have an excuse for every setback rather than seeking solutions. There’s an old saying: If one customer tells you “no,” they might be wrong. If 100 customers tell you “no,” you might be wrong.
- Living on Past Glories: Legacy Performers frequently recount stories of their former triumphs without demonstrating current value or results. A Legacy Performer is a salesperson who used to have “it,” but doesn’t have “it” anymore. A Legacy Performer is not someone who never had “it.” When a Legacy Performer tells you stories about former successes, don’t mistake – those stories are real and provable, and that’s what makes the L.P. so dangerous from a company’s perspective. The track record is there. The traits that made it happen aren’t. I should also make it clear that being a Legacy Performer doesn’t have anything to do with age – I’ve seen salespeople in their 20s who have been Legacy Performers. I’ve seen salespeople in their 70s with more energy than you could contain in a room.
Turning the Legacy into the Right-Now
If you recognize these traits in yourself or your team members, it’s time for action. Here are strategies to reinvigorate your sales performance:
- Embrace Modern Prospecting Techniques: Leverage social media, LinkedIn, and other digital platforms to connect with potential clients. Attend industry events and webinars to expand your network.
- Invest in Continuous Learning: Stay updated on industry trends, new sales methodologies, and technology. Consider online courses, sales workshops, or even pursuing relevant certifications.
- Adopt a Growth Mindset: View challenges as opportunities for growth rather than insurmountable obstacles. Celebrate small wins and learn from setbacks.
- Reconnect with Your Passion: Remember why you chose sales as a career. Find aspects of the job that excite you and focus on those to reignite your enthusiasm. If you don’t love this job, as I’ve said many times before, it’s one hell of a hard way to make a living. If you love it, well, it can still be a hell of a hard way to make a living at times, but it’s a lot more fun.
- Buddy Up: If you’re not getting it done, it’s likely that someone else on your team is. Humble yourself. Forget the old war stories, take that person out to lunch, and ask to pick his or her brain. Good salespeople help other salespeople, and it’s perfectly OK to seek help.
- Embrace Technology: Utilize CRM systems, sales analytics tools, and other technologies to streamline your processes and gain valuable insights.
- Set New Goals: Establish clear, achievable objectives for yourself. Break these down into daily and weekly targets to maintain focus and motivation.
Adaptation is Vital.
Our profession is changing, and what worked ten years ago won’t work now. In fact, what works now might not work in ten more years! Successful salespeople adapt their strategies to meet changing customer needs and market conditions. By recognizing the signs of stagnation and taking proactive steps to improve, Legacy Performers can transform into dynamic, results-driven professionals once again.
For sales managers and business owners, it’s crucial to identify Legacy Performers within your team. Provide them with the support and resources needed to regain their competitive edge. Sometimes, this may involve difficult conversations or decisions about role fit.
Remember, the key to long-term success in sales is to find something to love about the profession every day. Stay curious, remain open to new ideas, and never stop growing. By doing so, you’ll ensure that your sales career remains vibrant and rewarding for years to come.
