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A global crisis like a pandemic can make any economy fragile. Yes, it’s true the entire world is facing a recession. The hard news is many businesses will struggle to stay afloat and some of them will eventually sink.
“Staying afloat during this crisis means excellent opportunities,” says sales expert Phillip Brand. “With many companies going out of business, closing their doors or filing for bankruptcy, the competition is slacking.”
Brand, author of the book Become a Warrior at Selling, contends sales is a struggle worth winning.
Here are four ways Brand advises sales leaders to respond to the current crisis:
Contact all existing clients with a letter supporting your sales representative. “When the crisis blows over, the economy will release significant pent-up demand for products and services not consumed during the downturn. Existing clients are more likely to spend money than new ones, so be sure you don’t ignore your current clients. Every account you retain is an account you don’t have to replace. Rather than leading with an upsell ask, ask about where they’re struggling, and then listen actively. Look for ways to use their current budget to help them solve problems. Now is the time to help and support your team. As a sales manager get in touch with each existing client and show support for your team. Clients respect the communication when it comes from top. Communication is key. Successful businesses are built on trust.”
Get back to basics. “This is an excellent time to reassess your sales fundamentals, to reflect on recent lessons learned, and to identify and implement the best practices that will help increase revenue, profit and market share growth despite the economic climate. By keeping your eye on the fundamentals you will succeed. Make sure your sales team are handling the basics of prospecting, presenting and closing daily. Lead proactively, review the plan, and make necessary adjustments. Most of all you need take charge of the narrative. Constantly talk about your vision and inspire your team.”
Limit sales meetings and get busy. “Time is the most precious resource your salespeople have. The activities in which they invest in will make the difference between achieving success or failing. Salespeople are experts in engaging in contrived activities to avoid doing the real work of selling. Some, for example, will waste an inordinate amount of time updating, categorizing, and alphabetizing a prospect list to avoid actually picking up the phone and calling one of the prospects on the list. Hold your salespeople accountable to the activities defined by your selling process. Those activities should be focused on identifying and qualifying prospects; developing and closing opportunities. More opportunities means more sales.”
When you can, head in the field with your representatives. “Most of our talent development happens in the field. Since it has been a while since your team has been out in the field it is time to help them sharpen the saw again. Sales leaders can emphasize listening to and understanding client needs and help salespeople avoid pushing a product by providing direct feedback in a real sales situation. By continuing to work in the field is one of the best ways to start fostering a better relationship with your team and to begin really leading by example. When team members see their leaders are doing the work, getting in on the action and really working in the trenches, they are much more likely to look at them for guidance and to mimic their behavior.”
Brand says: “As leaders, the first thing you do in times of crisis is to get your arms around your people. You need to ensure that they are safe, informed and confident. Safety and information proved to be the easier topics this week as you listened to the experts.”
