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A framework for effective sales management (tip 4 of 5).

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Tip 4: The ‘rubber band’ effect.

Salespeople are a stubborn bunch. Change is not in their vocabulary.

So, how do you change someone that doesn’t want to change?

By force?

With candy?


Although they are all awesome ideas, the reality is that you need to use the ‘rubber band’ effect.

Scenario:You send your sales team on a training course where they are enthusiastic and believe they are going to approach selling differently.

A few days later they’ve forgotten everything that they learned and have slipped back into their old ways.

At the end of the quarter, there has been no change in performance and the training has been a waste of time and money.


The reason this happens is that it takes five weeks for a salesperson to change their approach. After that, most salespeople revert back to their previous behavior.

You need to reinforce and discipline the new behavior for 16 weeks to ensure permanent change.

As a manager, it’s your job to reinforce and discipline the new behavior of your team.

“If the team thinks that doing nothing is an option, that’s exactly what you’ll get.”


You’re nearly there, only one tip to go. Access it below:

tip 5

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