How to Change Behavior in Salespeople
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Ian Altman emphasizes the importance of identifying and addressing the top obstacles to sales performance, prioritizing opportunities for growth. He advocates for a tailored approach, focusing on specific problems and scenarios, building muscle memory, and developing targeted skills that can be applied broadly across the organization.

Biggest Mistakes

• Trying to do too much, too quickly, which is like trying to boil the ocean.
• Attempting to change every behavior, focus on every nuance, and change the entire process from beginning to end.
• Taking a generalist approach and casting a wide net, which captures a lot of junk along the way.
• Overwhelming salespeople by asking them to apply new approaches in every scenario and situation.

Best Practices

• Focus narrowly on specific areas that will move the needle the most, rather than trying to change everything at once.
• Identify the three biggest areas where the team is getting stuck and focus on fixing those.
• Determine which specific types of opportunities will drive the most growth.
• Ask each salesperson to identify two opportunities per week that fit into the target category and practice the new approach before contacting clients.
• Start with a hyper-specific approach and then gradually expand its application to other scenarios.
• Focus on the problems that you solve for specific types of clients or industries.
• Practice and refine the new approach regularly to build confidence and muscle memory.