Success in any endeavor is great. Among its benefits, it provides positive reinforcement for those who achieve it. But there’s a downside – and potentially a big one. All that reinforcement makes it very hard for successful people to change. And if there’s one constant in sales and marketing today, it’s change. If you manage salespeople – or if you are one – overcoming this success-driven resistance to change is the key to future success. Try this: identify one sales practice in your company that’s less fruitful these days, then ask yourself what change might overcome those diminishing returns.