When the economy is hot, the phone rings. Requests for quotes come in, sales cycles are short, margins are high, sales targets are exceeded, and overall sales people look to have the skills and attitude of a winner. When the economy softens, reality begins to set in. Many tactics, strategies and styles employed by sales people in a strong economy are no longer enough during tough times.
In tough economic times, more than ever before, there is no sense in worrying about what you cannot control. Extend your energy and focus on what you can control.
Ensure your sales team is ready to succeed through disruption by remaining proactive and following-up with prospects. It can provide the leg-up needed to generate new business despite overall tightening of companies’ spending. Leave what you can’t control behind and ensure your team is focused on the activities that are most important to driving new sales opportunities.
In a Tough Economy, Do ALL Sales People’s Results Suffer?
The answer is a definitive NO! The sales people who struggle as their “lake dries up” experience this because they:
- Traditionally wait for the phone to ring.
- Depended heavily on their existing customer base.
- Respond to quotes and then wait for the order.
- Sell on price alone.
Alternately, sales people that have always actively generated new business will grow as they take advantage of their complacent competition by:
- Aggressively following up with quotes.
- Proactively calling on past customers for new business.
- Maintaining a sense of urgency.
Sales Factors You Can’t Control: What to Forget About
There are some variables you simply cannot control. Consider what these are for your industry; a few examples include the price of commodities, such as gas or steel, or who your competitors are and what their sales/go-to-market strategy is.
Take a moment to honestly record what these factors are. Write them down, make them real, and have them ready to reflect on into the future. These should be known to you and used as a reminder to not provide time or mental energy to them going forward.
Sales Factors You Can Control: What to Focus on
Now that you have listed some of the key variables that are out of your control, turn your attention squarely towards what is in your control. There are really only 3 major categories that are completely in your control as a sales person:
- Your Sales Strategy: The choice of sales tactics used to connect and communicate effectively with leads.
- Your Sales Activity Level: How proactive and ambitious you are in using chosen sales strategies.
- Your Selling Skills: Your underlying abilities to communicate and appeal to the challenges or opportunities faced by potential customers.
We are all affected in unique ways during times of uncertainty. If you need help, Focus’ sales management professionals can assist you and developing proven techniques to help navigate the current challenging business conditions.
Consider how our sales management services can help transition and keep your business positioned for success!
