2009:  Sales Indicators and Actions Needed
If you were able to sell well during the past year’s economic downturn, you are indeed a very skillful sales professional.  As cited in an earlier STAR newsletter, titled Selling During a Down Economy,  there is an  Old English Proverb worth repeating, namely that … “Smooth seas do not make skillful sailors.” To the sales managers and business owners who read this blog, we offer the following important piece of advice. You must recognize, reward, and retain the sellers who did well in 2009. They are definitely worth their weight in gold.

Surely you must have your own personal examples for sales indicators that pertain to your business or industry.  Here are two important questions and actions for consideration: 

1. First, which indicators could you have used to predict that 2009 was going to be a poor year for your business?  Use these indicators in the future as an early warning system so that you can take corrective action earlier.

2. Second, which indicators can you use to assess the strength and duration of the current turnaround?  We hope that you are already seeing improvement in your business and recommend our October 2009 newsletter, titled Don’t Miss the Recovery, for some suggestions on how you can take advantage in 2010 of an improving economy.

2010:  Pro-active Changes in Sales
Although it is easy to say that all recessions share similar characteristics, many STAR clients have said that 2009 was different and that this past year created some fundamental changes that will affect the economy and their industry or business for the foreseeable future.  By the way, I personally agree with this observation.  This means that you must make changes in the way that you do business and sell to current and new clients.  Here are a couple of key examples:

• Be pro-active in helping your current client base.  If you don’t already know, make sure that you understand what has changed or is happening to your customer’s customers. Be sure to ask your current clients “How did 2009 affect your business, and what can we do to help? “

• Be sure to target your sales efforts at new markets and client segments. It is likely that some of your traditional markets have atrophied. STAR clients who did the best in 2009 were creative and persistent at going after new sales opportunities.

What Do You Think?
We’d love to hear from you regarding lessons learned from 2009 and actions that you have planned for 2010.  Finally, to everyone who subscribes to the STAR Blog and STAR newsletter, have a happy holiday season! We look forward to working with you in 2010.