Last month’s STAR newsletter talked about Selling During a Business Downturn. This newsletter complements the prior newsletter, and will highlight the critical role and tasks that sales managers and executives need to perform when times are tough. If you are a salesperson and not a manager, forward this newsletter to your sales manager so that the two of you can partner and help each other during the next few months.

Four Critical Tasks for Sales Managers

1. Now, more than ever, sellers need to spend time on prospecting for new business.  Sales managers need to set clear expectations with each seller about the need to do more prospecting. But, the manager needs to do more than just set expectations. A down economy is a great time to be more creative in your prospecting. Brainstorm with your sales team about the best products/markets/regions to target in your prospecting efforts.

2. Managers need to spend more time motivating the sales team. It is easy for sellers to get discouraged when customers are slowing down and reducing the frequency and quantity of their orders.  Use positive feedback and reinforcement whenever possible. Celebrate a new piece of business. Congratulate a seller who retains a critical piece of business, because a business downturn is when you are most at risk of losing business.

3. Lead by example.  Partner with your salespeople at current clients, especially key accounts. Now is the time to go on more joint sales calls, even if the purpose of the call is to simply thank a current customer for their business. Personally get involved in prospecting for new business.  Spend some time each week calling or emailing new prospective customers.  This will help to motivate the sellers, and shows them that you are willing and able to bring in new business yourself.

4. Influence other departments to get involved in the sales process.  STAR has endorsed the concept of team selling for several years, but a down economy is a great time to communicate throughout your organization that everyone, not just the sales team, needs to work extra hard during difficult times. If every person at your company who interacts with current and new customers can do something extra to impress a customer, you will do a better job at customer retention than your competition.

Where Do You Go From Here?

Coaching should be done regularly, so the most important action that you can take is to be pro-active as a sales coach  for the next few months. In addition, a down economy is the best time to invest in sales training. STAR’s new workshop, titled Selling During A Business Downturn, will help to teach the skills needed to succeed in difficult economic times and will help you to motivate your sales team.

For additional tips on a variety of sales topics, visit our Newsletters and Articles webpages as well as our Sales Blog.
 

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