--- title: True Confessions of a Legacy Laggard | The Sales Blog description: "The Gist Embrace fearless value creation: respond to what your prospective clients need from you, in order to create and win an opportunity. Over time, sales approaches lose their efficacy and need to evolve. Salespeople adapt because they recognize the client’s needs for insights and work to address them. Without creating value, you cannot create […]" image: https://www.thesalesblog.com/hubfs/Imported_Blog_Media/shutterstock_1817784401.jpg --- ### [Now booking SKO meetings for 2026/27! 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Without creating value, you cannot create or win an opportunity. The idea of “fearless value creation” means boldly responding to what [your prospective clients need from you](https://thesalesblog.com/2021/03/18/the-2-states-your-prospective-client-is-in-and-how-to-help/). It’s also a response to the notion that one should not provide “free consulting,” an idea that has outlived its usefulness except perhaps for paid consultants. The primary problem with these older approaches is that they don’t create enough value to differentiate you or cause your client to prefer to buy from you. Remember, your real professional value is found in your advice, your recommendations, and your ability to improve your client’s decisions and results. ![I Was a Legacy Laggard](https://www.thesalesblog.com/hs-fs/hubfs/Imported_Blog_Media/shutterstock_1883373055.jpg?width=940&height=400&name=shutterstock_1883373055.jpg) [Learn Anthony's core strategies & tactics for sales success at any level with *The Only Sales Guide You'll Ever Need*![The Only Sales Guide](https://www.thesalesblog.com/hubfs/Imported_Blog_Media/book-cover-tosg-Aug-30-2021-05-04-39-02-PM.jpg) ](https://www.amazon.com/Only-Sales-Guide-Youll-Ever/dp/0735211671/) ## I Was a Legacy Laggard No one is born with a consultative sales approach imprinted in their DNA, though more seasoned sales professionals—ideally with white goatees—may be more likely to be consultative. A few of us are trying to point young reps toward modern methods as well. In general, though, the younger you are when the craft and profession of sales finds you, the more likely you are to start with a more transactional approach. Goatee notwithstanding, I was no exception to this trend. I started making [cold calls](https://thesalesblog.com/2021/06/05/hypocrisy-and-the-cold-call-critics/) for a charity as a fifteen-year-old boy. Back then, I promise you that I had no awareness of anything like “the trading value rule,” nor would such an idea have interested me. A few years later, my cold calls were to businesses. I used a well-designed script codified on index cards in a binder. There was one card for every objection. The first person to suffer through my attempt to acquire a meeting hung up on me. But before he did, he left me with this opening: “Call me back when you don’t need a script.” I called him back and told him I didn’t need the script, so he agreed to a meeting. Later, I would leave a message on known targets’ [voicemails](https://thesalesblog.com/2021/03/24/why-asynchronous-communication-isnt-effective-selling/) every Monday. Did I change my message? Did I improve my approach? No and no. Instead, I relied on pure persistence, which is not the same thing as professional persistence. Every time I held another contact hostage, I read them the 84 pages of index cards, to ensure they knew everything my huge company believed would convince them to give us their business. I started with “[why us](https://thesalesblog.com/2021/03/19/how-to-avoid-the-legacy-approach-to-why-us/),” transitioned to “why us,” and moved on to a rousing refrain of “why us.” Once the binder ran out of brag sheets, I started to explain—in excruciating detail—all about our solutions and why we did things in a certain way. I was a better salesperson before this company trained me—before they forced me into outside sales, I was actually trying to help people! ![It All Slowly Falls Apart](https://www.thesalesblog.com/hs-fs/hubfs/Imported_Blog_Media/shutterstock_1813402171-1.jpg?width=940&height=400&name=shutterstock_1813402171-1.jpg) [ Hustlers pursue opportunities. They give themselves lots of chances to be successful. Discover what it takes to become the best hustler around *with this FREE eBook.* ![Sales Hustler eBook](https://www.thesalesblog.com/hubfs/Imported_Blog_Media/hustler-ebook-v3-cover-sm-Aug-30-2021-05-04-38-74-PM.jpg) ](https://resources.thesalesblog.com/become-sales-hustler-ebook?ref=tsb-thinads) ## It All Slowly Falls Apart One fateful day, my legacy training started to unravel. I was sitting across from a prospective client in Cincinnati, Ohio. With my left hand, I reached for my laptop and got ready to launch into yet another why-us slide deck. Before I could put the computer on the table, my contact warned me, “If you open that laptop lid, our meeting is over.” (A friend of mine had an even more aggressive prospective client, who promised to “throw your ass out of here” if you started a presentation.) Even when clients let me start my presentation, though, it got harder and harder to keep them engaged with “why us” and “why our solution.” Because the clients were far more interested in their business than ours, they were pursuing partners who would work with them to build programs and create the results they needed. Before long, large companies were inviting end-users into sales meetings, so the salespeople could ask them questions about handling problems and challenges. These clients were not looking for a presentation; they were looking for commitments to do things in a way that would work for them. ![Born to Trouble](https://www.thesalesblog.com/hs-fs/hubfs/Imported_Blog_Media/shutterstock_1793774935.jpg?width=940&height=400&name=shutterstock_1793774935.jpg) [ You need to make sales. You need help now. But you don’t have a sales manager who can give you the time and attention you need. Not to worry, *this FREE eBook will help you Seize Your Sales Destiny.* ![Seizing Your Sales Destiny eBook](https://www.thesalesblog.com/hubfs/Imported_Blog_Media/seizing-your-sales-destiny-ebook-v3-cover-sm-Aug-30-2021-05-04-36-22-PM.jpg) ](https://resources.thesalesblog.com/selling-without-manager-ebook?ref=tsb-thinads) ## Born to Trouble Congratulations! You were born just in time to sell in a world of increasing complexity marked by constant, disruptive, accelerating change. As the future shows up faster and sooner than you imagine possible, the primary skill of a consultative salesperson is agility. Some in sales would still much prefer to walk into a client’s office and share their company’s history, their story, their global footprint, and their board of directors (pro tip: clients are generally bored by directors) as a way to establish their credibility. The “why us” approach relies on the company to create value, while “why our solution” puts that weight on the solution. Neither one acknowledges the reality of modern sales: the salesperson is personally responsible for creating enough value to develop and win deals. Without insights, you cannot accomplish that task. [Qualifying a client](https://thesalesblog.com/2021/05/08/the-case-to-stop-qualifying-your-clients/) creates zero value for them, and don’t even get me started on asking them about their hot buttons, pain points, or whatever else is “keeping them up at night.” You’ll never hear a client thank you for confirming that they are the authority and have a budget. Nor will they be grateful when you ask them the same questions about their problems as the last seven salespeople who invaded their calendars. The contest is no longer really about companies, capabilities, or solutions—it’s about who creates the most significant value throughout the sales conversation. The dominance of value creation has always been true at some level and is now the dominant factor in all your interactions: no insights, no value creation. And no value creation, no deal. [Read my series on From Legacy to Modern Sales Approaches to learn more about overcoming the legacy laggard approach. ](https://thesalesblog.com/2021/06/13/from-legacy-to-modern-sales-approaches-part-1/) ### Do Good Work: - During your conversations, pay close attention to what your prospective clients value. - Pay even closer attention to what doesn’t register with them at all. - Work to discover what gaps in your clients’ knowledge and experience you can close for them, then start working on an approach that serves them better. [![](https://www.thesalesblog.com/hubfs/Imported_Blog_Media/book-cover-tlac-Aug-30-2021-05-04-33-46-PM.jpg) ](https://www.amazon.com/gp/product/0735211698/) ##### Essential Reading! ### Get my 2nd book: The Lost Art of Closing "In *The Lost Art of Closing*, Anthony proves that the final commitment can actually be one of the easiest parts of the sales process—if you’ve set it up properly with other commitments that have to happen long before the close. The key is to lead customers through a series of necessary steps designed to prevent a purchase stall." [Buy Now](https://www.amazon.com/gp/product/0735211698/) ###### Tags: [Modern Sales Approach](https://www.thesalesblog.com/blog/tag/modern-sales-approach) Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino) on June 12, 2021 Written and edited by human brains and human hands. ![Anthony Iannarino](https://www.thesalesblog.com/hubfs/ai-blog-profile-crop.jpg) Anthony Iannarino is an American writer. He has published daily at [thesalesblog.com](https://www.thesalesblog.com) for more than 14 years, amassing over 5,300 articles and making this platform a destination for salespeople and sales leaders. Anthony is also the author of four best-selling books documenting modern sales methodologies and a fifth book for sales leaders seeking revenue growth. His latest book for an even wider audience is titled, The Negativity Fast: Proven Techniques to Increase Positivity, Reduce Fear, and Boost Success. Anthony speaks to sales organizations worldwide, delivering cutting-edge sales strategies and tactics that work in this ever-evolving B2B landscape. He also provides workshops and seminars. Connect with Anthony on LinkedIn, X or Youtube. You can email Anthony at [iannarino@gmail.com](mailto:iannarino@gmail.com) [Follow me on my website](https://www.thesalesblog.com/anthony-iannarino) [Follow me on Facebook ](https://www.facebook.com/thesalesblog) [Follow me on LinkedIn ](https://www.linkedin.com/in/iannarino/) [Follow me on Twitter ](http://www.twitter.com/iannarino) [![AISA-square-ad-SKOs-26-27](https://www.thesalesblog.com/hs-fs/hubfs/AISA-square-ad-SKOs-26-27.jpg?width=400&height=400&name=AISA-square-ad-SKOs-26-27.jpg)](https://www.thesalesblog.com/authority) [![ai-cold-calling-video-sidebar-offer-1](https://www.thesalesblog.com/hs-fs/hubfs/ai-cold-calling-video-sidebar-offer-1.jpg?width=318&height=179&name=ai-cold-calling-video-sidebar-offer-1.jpg)](https://www.thesalesblog.com/free-cold-calling-video) ![hustler-ebook-v3-1-cover](https://www.thesalesblog.com/hs-fs/hubfs/Free%20Resources/ebooks-2020/hustler-ebook-v3-1-cover.jpg?width=768&height=994&name=hustler-ebook-v3-1-cover.jpg) ### Guide to Becoming a Sales Hustler You weren’t put here to survive. You were put here to do something and to flourish. You’re here to reach your full potential and to make a difference. [![DOWNLOAD EBOOK](https://no-cache.hubspot.com/cta/default/2922376/5746f431-45b9-48ee-a8d8-e9a950e5ab3f.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/5746f431-45b9-48ee-a8d8-e9a950e5ab3f) ## Are You Ready To Solve Your Sales Challenges? ![Anthony-Solve-Sales](https://www.thesalesblog.com/hs-fs/hubfs/Anthony-Solve-Sales.png?width=290&height=221&name=Anthony-Solve-Sales.png) Hi, I’m Anthony. I help sales teams make the changes needed to create more opportunities & crush their sales targets. What we’re doing right now **is working**, even in this challenging economy. **Would you like some help?** [![Solve for Sales](https://no-cache.hubspot.com/cta/default/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035) ### Join my Weekly Newsletter for Sales Tips Join 100,000+ sales professionals in my weekly newsletter and get my *Guide to Becoming a Sales Hustler* eBook for FREE! --- ```json { "@context" : "http://schema.org/", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Anthony Iannarino" }, "dateModified" : "2022-02-15T9:50:30 PM", "datePublished" : "2021-06-12 14:47:07", "description" : "The Gist Embrace fearless value creation: respond to what your prospective clients need from you, in order to create and win an opportunity. Over time, sales approaches lose their efficacy and need to evolve. 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