Transforming the Experienced Salesperson: Change Strategies

Every sales manager I've interacted with in recent years, regardless of the variation in their words, has ended up asking the same question: How can we influence the behavior of our veteran salespeople? This question resonates universally in the current economic context of the 21st century, and if it hasn't been asked yet, it's only a matter of time before it arises.


The need to address this question becomes evident when the company decides to implement some change that directly impacts the sales force: whether it's a new compensation scheme, the introduction of an innovative IT tool, the restructuring of sales processes, or any other significant change in the work dynamic.


This scenario highlights the importance of understanding how these changes will affect the behavior of experienced salespeople. Ultimately, the ability to adapt and the receptivity to change by the salespeople will largely determine the success or failure of implementing new policies or procedures. Therefore, finding effective ways to influence the behavior of these experienced professionals becomes a critical challenge for any sales manager seeking to boost their team's performance and adaptability in an ever-evolving business environment.


In the dynamics of sales forces, we encounter a wide range of individuals, from newcomers eager to absorb knowledge and quickly adapt to new developments, to veterans with years of experience, whose work routine is firmly entrenched and who are more reluctant to embrace new initiatives or adjustments.


The challenge of getting these veterans to embrace and implement changes always arises in the context of a specific transformation that the company seeks to implement. However, from my perspective, this challenge goes beyond merely applying a new policy or tool. It involves a broader and more complex issue that entails not only adapting to superficial changes but also promoting a mindset receptive to continuous learning and innovation within the organizational culture.


It is crucial to understand that resistance to change by veterans is not simply a matter of willpower; it may be rooted in the comfort and security they feel in their tried and true methods. Therefore, addressing this problem requires an approach that combines empathy towards veterans' concerns and experiences with effective communication, training, and motivation strategies that drive them to see the value and relevance of the proposed changes.


Changing the behavior of veteran salespeople is not just about implementing new processes or technologies; it's about cultivating an environment that fosters adaptability, collaboration, and a growth mindset throughout the sales force. This holistic approach not only facilitates the adoption of specific changes but also strengthens the organization's capacity to face challenges and seize opportunities in an ever-changing market.


Veterans may demonstrate resistance to the specific change being implemented at present. However, it is crucial to understand that this change is just one of many they will face throughout their careers. As time progresses, new changes will arise every year, and so on, becoming an inherent part of the dynamic nature of the modern business environment. What we see as veterans' resistance to a new initiative is just the tip of the iceberg; beneath lies a much broader and deeper force that must be considered.


The resistance of veteran salespeople is not limited solely to the present change; it reflects a general attitude towards any change they are unwilling to adapt to. Therefore, sooner or later, all executives, whether managers or sales directors, will face the challenge of implementing changes with an experienced sales force.


It is essential to recognize that there are exceptions to this rule. Some experienced and veteran salespeople not only accept changes but openly embrace them, willing to challenge the established norms and explore new opportunities. However, this type of attitude is uncommon and does not represent the general norm in the business world.


The instinctive response to the suggestion of change is often a firm defense of their way of working: "I know how to do it, no one can tell me how to sell," are just some of the common responses that arise. For many of these veteran salespeople, their track record of success further reinforces their belief in their methods, and many executives feel a deep-seated loyalty towards those who contributed to the growth and development of their business.


Veterans are often true repositories of product knowledge, with a solid base of established clients. This accumulated experience positions them as fundamental pillars in the company. Therefore, although it may be tempting to simplify the situation by saying, "Adapt or leave," the reality is much more complex.


The dynamics of changing veteran salespeople's behavior involve a delicate balance between recognizing and valuing their experience while simultaneously fostering an open mindset towards evolution and continuous improvement. It involves not only conveying the need for change but also providing the support, training, and resources necessary for them to transition effectively. Ultimately, addressing this challenge requires a strategic and comprehensive approach that acknowledges the inherent complexity of the situation and fosters an open and constructive dialogue between veterans and the company's leadership.

Seven Steps for Change Implementation

Point 1. Demanding change is fundamental, but all too often executives try to implement it without publicly committing themselves. Such half-hearted commitments do not escape the notice of salespeople, offering them a mental escape route. If senior management does not show real commitment, why should they? It is crucial to avoid this situation. If you truly want change to occur, you must lead from the front.


Start by announcing the change clearly and forcefully, explaining in detail the reasons behind this decision. This act of transparency and honest communication lays the groundwork for genuine commitment. Engage salespeople in the change by involving them in the process and giving them a sense of ownership. Additionally, take the lead in implementing the change by providing guidance, resources, and support along the way.


By leading change in this way, you will not only inspire confidence and motivation in your sales team but also set a powerful example for the entire organization. Your visible commitment and active leadership will send a clear message that change is an absolute priority and that everyone is united in this transformation process.


Point 2. Once you have issued the change order, it is crucial to clearly communicate expectations to veteran salespeople. It is insufficient to assume they will automatically understand what is expected of them in this new landscape. For example, if a new automation tool like a CRM is being implemented, it is essential that every member of the sales force understands how they are expected to use this tool in their daily work.


After publicly declaring the change, it is time to have individual conversations with each salesperson to establish specific and personalized expectations. For instance, you might sit down with Maria and say, "Maria, starting from May 2nd, we expect you to use the main screen of the customer prospecting program and the call interview reports function. By July 1st, we expect you to use the quoting system for all the quotes you make. And by September 1st, we expect you to use all five modules available in the CRM."


After setting these expectations, it is crucial to follow up with written notes of the agreed-upon goals with each salesperson and maintain constant communication to ensure they are on track to meet these expectations. This approach ensures that both Maria and the rest of the salespeople clearly understand what is expected of them and are equipped with the necessary tools and support to achieve those goals.


Point 3. Tying desired behavior to some form of reward is an effective strategy to motivate salespeople to embrace change and meet established expectations. One way to do this is by organizing special events such as dinners or outings to sports events to celebrate the achievements of those who have met or exceeded the established expectations. It is important to include spouses in these celebrations so they can also be part of the recognition and support for the salespeople.


However, it is crucial to make it clear that these special occasions are reserved exclusively for those who have demonstrated real commitment to change and have met the established expectations. This transparency ensures that the reward is perceived as genuine recognition of effort and success, which increases its effectiveness as a motivator. By directly linking the reward to the desired change in behavior, the importance of adopting and maintaining new practices and attitudes in daily work is reinforced.


Training sales force members is an essential step to ensure success in change implementation. While a small percentage, around 5%, may naturally adopt the new behavior, the vast majority, i.e., 95% of the sales force, will require specific and repetitive training to understand and effectively apply the new practices.


The importance of this training should not be underestimated. It is crucial to recognize that the cost of change must include all necessary investments in training and development programs for it to occur effectively. If the company is not willing to bear this cost, then it is unfair to demand change in the first place.


Training not only provides salespeople with the skills and knowledge necessary to adopt the new behavior but also gives them the confidence and support needed to face challenges that may arise in the change process. Furthermore, repetitive and continuous training ensures that the new behavior is internalized and maintained in the long term, rather than being just a passing trend.

Point 4. Training sales force members is essential to ensure success in adopting new behavior. Although a small percentage, around 5%, may naturally adapt, the vast majority, the remaining 95%, will require specific and repetitive training to understand and effectively apply new practices.


It is crucial not to underestimate the importance of training. Including all necessary training costs in the change budget is a golden rule. If the company is not willing to bear this cost, it is unrealistic to demand change in the first place.


It is surprising to see how many companies, despite being progressive in other aspects, do not have a budget allocated for training. It seems that the need to educate their staff has never been seriously considered. Do not fall into the trap of these companies. Recognize that training is a continuous investment in the development and success of your sales team.


Developing a comprehensive training plan is fundamental. This involves identifying your team's specific training needs, designing effective programs, and providing adequate resources to ensure that the training is effective and relevant to daily work. By investing in your employees' development, you are not only improving their performance and productivity but also strengthening your company's ability to adapt and thrive in a constantly changing business environment.


Point 5. Supporting behavior change is crucial even after providing initial training. Just because training has been provided does not mean that everyone is immediately applying the new knowledge in their daily work. It is necessary to establish a system of continuous support that includes reminders, open communication channels to discuss specific questions or issues, availability of manuals, and constant tracking of each salesperson's progress.


Initial training may be the first step, but real behavior change requires time and ongoing effort. It is important to create an environment that fosters and supports this change from the outset. Even before starting training, set up your infrastructure to ensure that there are resources and processes in place to support long-term behavior change.


This may involve assigning a mentor or coach to each salesperson, scheduling regular meetings to review progress and address any challenges that arise, and providing additional tools or specific training as needed. Additionally, make sure to be present and available to go out with each salesperson and observe firsthand whether the change is occurring and offer direct feedback and support.


Supporting behavior change is not just a one-time task but a continuous commitment that requires constant attention and dedicated resources. By establishing a strong support infrastructure from the beginning, you significantly increase the chances of success in implementing change and adopting new habits and practices throughout your sales force.


Point 6. Managing and monitoring change is an ongoing process that requires constant attention from company leaders. An effective way to do this is by scheduling regular meetings with each salesperson to monitor their growth and progress in meeting established expectations. During these meetings, it is important to ask reflective and specific questions that help assess progress and identify potential challenges.


For example, you can ask, "What progress have you made since our last meeting?" giving them the opportunity to share achievements and recognize their own growth. Then, you can ask, "Are you where you should be in terms of meeting established expectations?" allowing them to reflect on their progress and assess if they are on the right track.


It is important to delve beyond surface aspects and ask, "Why or why not have you reached certain goals?" which helps identify factors that may be contributing to success or stagnation. Then, you can ask, "What steps do you plan to take next to keep moving forward?" fostering accountability and commitment to change.


Always offer your support and assistance: "How can I help you achieve your goals?" This question demonstrates your commitment to the salesperson's success and gives them the confidence to seek help when needed. In summary, by managing and monitoring change proactively and thoughtfully, you create a supportive and collaborative environment that fosters the growth and success of each team member.


Point 7. After exhausting all resources and investing considerably in helping a sales team member make the desired change, it is crucial to be prepared to take decisive action if the change does not materialize.


At this point, it is necessary to make an honest assessment of the situation. If the salesperson shows a lack of ability to adapt and produce the necessary changes, it may be indicative that their current task is beyond their capabilities. In this case, it may be appropriate to consider reassigning the salesperson to another position within the company that aligns better with their skills and abilities.


On the other hand, if the problem lies in the salesperson's attitude rather than their skills, it may be time to take more drastic measures. A negative attitude or resistance to change can negatively affect the team as a whole and hinder the company's progress. In this case, parting ways with the salesperson may be the best option to maintain the cohesion and effectiveness of the sales team.


Making tough decisions like these is not easy, but it is necessary to ensure the ongoing health and success of the company. By doing so, you send a clear message that excellence and commitment to change are core values that are expected and valued throughout the organization.



Adaptability and willingness of sales forces to embrace change are imperative. Every salesperson must be prepared to be an active agent of that change, as it is an integral part of their job description. Resistance to current initiatives only guarantees greater resistance in the future.


Companies that effectively and systematically manage this change in the behavior of their salespeople gain a significant competitive advantage over those whose sales are limited by salespeople who resist change or cannot do so. In an ever-evolving business environment, the ability to adapt and evolve rapidly is crucial to staying relevant and competitive.


Organizations that foster a culture of change and continuous development among their sales force are better positioned to face challenges and capitalize on emerging opportunities in the market. By investing in the development of adaptability skills and promoting a mindset receptive to change, companies can drive innovation and sustainable long-term growth.


The future success of a sales force depends largely on its ability to embrace and lead change. Companies that achieve this not only survive in a constantly changing business environment but thrive and stand out as leaders in their industry.

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