The Sales Challenge Blog

3 Things a Legacy Rep Should Avoid

Bill Farquharson

February 7, 2023

If all goes to plan, a sales rep builds a book of business and works it for years to come. The End. But in real life, it doesn't quite work like that. In this week's blog, Bill Farquharson gives legacy reps three things to think about...and avoid.

Thinking they are all that and a bag of chips
Once a legacy rep starts to believe their customers love them, they are revered in the office, and production would stop without them; bad things happen. They need to approach their job without ego, show gratitude towards their CSR‘s and the Production team, and understand they are only as good as the last job they shipped in. While some of their beliefs might actually be true, it’s the sales person who loses their hunger, humility, and appreciation that make the loudest sound when they hit the ground of reality.
Thinking they can stop learning
In the front row at what might have been the very first— If not the actual first— speeches I ever gave set a sales rep named Art Tweedy. Art was a good friend of my older brother and crazy-successful. I was there to talk about this coming technology called, “On-demand printing.” The rest of the sales team sat uninterested with some actually wearing sunglasses to demonstrate their disdain. Art sat straight up and took copious notes. He drank in my every word. Afterward, I walked over to him incredulous and said, “Art, what are you even doing here? Aren’t you on top of the sales chart?” Art shook my hand and said, “Yes, and this is how I stay on top.”
Thinking they can hit cruise control
At some point, every sales rep has heard this before: the number one reason why we lose customers is not price or service or quality. The number one reason why we lose a customer is that customer believes we have stopped working for them and another vendor comes in with a new idea and steals the business. If you believe you have the book of business you need; if you believe your customers love you; if you believe you can make it to the finish line; you had better be 64 1/2 years old, and planning to retire in six months. Never stop working for your customers. Constantly bring them new ideas. Even if they are rejected, point out, “This is why you buy from me. I will never stop working for you.”

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Bill Farquharson has created a membership site where successful, curious, and engaging sales people and selling owners in the graphic arts share ideas, tactics, and solve each other’s sales challenges. Go to SalesVault.pro or call Bill at 781-934-7036.