“We're hitting target, so why change?”

VP Sales · CRM and sales software

A VP Sales whose team is hitting target has no reason to take risks with what's working, and that's a fair position. Don't suggest their success is luck. Ask what's behind the number: how many reps carry it, and what would happen if one of them left.

What the buyer says

My team is hitting target. Why would I change what's working?

How to handle it

Listen

Hear "what's working". There's pride in the result, and a real fear of disrupting the team. That is the objection.

Acknowledge

Recognise the result, and agree that changing a winning team's tools for the sake of it would be a mistake.

Explore

Ask how the number is made up: how many reps carry most of it, how new reps are ramping, how predictable the forecast is, and what next year's target looks like. Ask what would happen if one of the top performers left.

Respond

If the success depends on a few people, or next year's target is much higher, position your product around making that success repeatable. If things really are steady, say so, and ask what would make it worth revisiting.

Say this
“Congratulations. Hitting target is hard, and I wouldn't want to put that at risk.”

Say this
“How many of your reps carry most of the number?”

Say this
“What would happen if one of them left, or next year's target went up?”

Variations

Sales Director: “We're having a good year. Talk to me when something breaks.”
CRO: “If it isn't broken, I'm not fixing it.”

Questions people ask

How do you respond when a sales leader says they're hitting target and don't need to change?

Recognise the result first. Then ask how the number is made up, how many reps carry it and what next year's target looks like, and position your product around making the success repeatable rather than fixing something broken.

How do you sell to a team that is already successful?

Sell to what keeps the success going: less dependence on a few people, faster ramp for new reps and a more predictable forecast. Don't imply the current result is luck.