Strategies for a Recession

C. The Sales Call

When times are good, we leave our salesmen alone to find business and close the deal.  When sales dry up, we pound on the sales force to get results usually without giving them any new tools or ideas.  Simple competitive strategies become essential in a recession.  What does the customer need?  Have we found the decision makers?  Is the cost versus reward proposal compelling?  What can we offer that is different?   

The sales call does not have to be in person.  New technology makes WebEx and Gotomeeting.com compelling options.  But remember that these are presentations and must be planned.  You will need a message and presentation material.  Salesmen and staff will procrastinate and postpone presentations until “everything is ready.”  It never will be perfect.  So, force the first three or four learning experiences and make changes on the fly.   

Review with inside and outside sales the questions that should be asked of each customer.  Qualify each prospect for potential and their decision criteria.  Sales training may sound expensive and optional in a recession but a review of the sales model can be valuable and force results.  Look at SPIN SELLING and other established models as a foundation for performance reviews.  Assign a model to a field salesman as a trainer or team leader and see what happens.  Often they become “converts” and impact others with their enthusiasm for new techniques.  Track sales performance, calls made, and projects in the pipeline in a timely manner.  If once a month worked in good times, try once a week in tough times.  What you do not track and record will never get accomplished.

Also see:

Strategies for a Recession - The Plan

Strategies for a Recession - The Customer

Strategies for a Recession - The Future