Saturday Morning Sales

Kevin Latchford


Repeating History: sometimes its a good thing - September 23, 2017

An old saying: those who cannot remember the past are condemned to repeat it. History has a tendency to repeat itself and oftentimes this statement is associated with bad or poor performance. However, history can be repeated and can be a good thing.


Not that long ago I was told by a younger (in terms of career not necessarily age) sales manager that I was “old school” and that my way of selling should remain a part of the “history” of the company. He took a firm stance that his way, a more modern way, of selling was necessary for the growth of the company. History, as he firmly put it, should not repeat itself. And, as he was taking this position, my fellow executive management team members and I watched his performance slip along with his direct reports. It would seem that his firm stance about history not repeating itself was biting him square in the butt.


You see, I am not so foolish as to believe “my way” of selling is the “only way” of selling. I am open to change. I believe I’ve evolved and have grown in my own sales career quarter-by-quarter, year-over-year. But, at the same time, I am also not so foolish to ignore where my firm has come from, how we’ve grown as an organization. History, as I strongly believe, can and must repeat itself when and where it’s been most successful. In other words, I believe we can use our experiences from the past, from the times where we’ve achieved great levels of success, to make our selling decisions today. You should not abandon where you’ve come from, make dramatic changes to your selling approach, unless what you’ve been doing has not been working.


My now former sales manager has moved on. He believes that the grass will be greener on the other side (see last week’s post). He believes that he can move into a new organization and make changes for the sake of making changes and ignore where his new organization has come from. His naiveite is going to catch up to him and cost him another position if he continues to ignore history.


History tells stories. History, when analyzed carefully, can highlight the times where you were at your very best and at your worst. You can draw up a game plan based on this analysis. There is no reason to change simply for the sake of change. Instead you should use your history, or your company’s history, as a guideline for when and where to make the necessary changes. History does not have to repeat itself in negative terms. Embrace your history and allow it to repeat itself when success comes into play.

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