In my decades of experience in the sales industry, I’ve observed what’s known as the 90-day phenomenon. For my next Sales Secrets deep dive, I’ll explain what is it exactly, why it happens, and what you can you do about it.

Firstly, let me help you get a better idea about this whole 90-day phenomenon in sales. Let’s say you have a new rockstar salesperson in your company. Or maybe you’re the high-performing sales guy yourself.

The first 30 days, this individual is closing massive deals. After 60 days, they keep killing it. Then, before or around the 90-day mark, the salesperson doesn’t close anymore, and their production plummets.

If you have any ties to business, I’m sure you’ve seen it happen at one point or another. Maybe it wasn’t a person in sales, but an employee in some other department. Regardless, it’s one of the most common occurrences in the game.

Why does the 90-day phenomenon take place?

Now matter how frustrating the situation may be for everyone involved, it’s important to understand the why.

Most managers boil this down to one of two reasons:

  1. The salesperson got lazy.
  2. They’re too smart for their own good.

However, I think that’s a limiting way to look at it.

Sure, maybe they became lazy — but what happened to this individual that made them get to this point?

As for the ‘too smart’ argument, that’s BS. Nobody masters a trade in 90 days.

In contrast, I believe the true reason why this salesperson fell into the 90-day phenomenon is disagreement, either with what they’re selling or with management. Perhaps they got some bad advice, or came across false information.

In any case, they no longer believe in the product, service, mission, company, or leaders.

How can you address the situation?

Once you or your salesperson reaches this point, it’s time to revitalize.

How can you motivate this individual and help them remember why they were so sold on what they were selling in the first place?

Go back and list all the reasons why the product and business are so great. How are they helping people? What difference are they making in the world?

By reverse engineering the 90-day phenomenon, the person — in sales or otherwise — will be back on track in no time. And if you need more guidance in the process, schedule a meeting with my team to access my industry-leading sales resources.

In summary, whenever in doubt, go back to the roots. You’ll always find the answer there, complete with massive motivation, purpose, and production.

Be Great,

Grant Cardone

Disclosure: This content is intended to be used for educational and informational purposes only. Individual results may vary. You should perform your own due diligence and seek the advice from a professional to verify any information on our website or materials that you are relying upon if you choose to make an investment or business decision. Investment, real estate, and business involve great risk and there is no guarantee of performance or results.

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Star of Discovery Channel’s “Undercover Billionaire,” Grant Cardone owns and operates seven privately held companies and a private equity real estate firm, Cardone Capital, with a multifamily portfolio of assets under management valued at over $4 billion. He is the Top Crowdfunder in the world, raising over $900 million in equity via social media. Known internationally as the leading expert on sales, marketing, and scaling businesses, Cardone is a New York Times bestselling author of 11 business books, including “The 10X Rule,” which led to Cardone establishing the 10X Global Movement and the 10X Growth Conference, now the largest business and entrepreneur conference in the world. The online business and sales educational platform he created, Cardone University, serves over 411,000 individuals and Forbes 100 corporate clients throughout the world. Voted the top Marketing Influencer to watch by Forbes, Cardone uses his massive 15 million plus following to give back via his Grant Cardone Foundation, a non-profit organization dedicated to mentoring underserved, at-risk adolescents in financial literacy, especially those without father figures.

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