Your best salespeople will be in high demand and may be facing personal pressures. Make sure you stay close to them. This is the time for effective sales management and coaching.
Some of your existing customers may come under pressure and reduce their spend with you – or worse! What would happen if you lost one or more of your most important clients. It’s not for nothing that investors place a high value on businesses with a diversified customer base. This may involve winning “new logo” business or strengthening the relationships with a wider range of your existing customers.
This has many aspects but one is the need to defend margin. There are two sides to this – managing costs such as cost of sale and on the other hand being able to negotiate price rises with customers.
Focus on three levers for sales success:
- Activity levels: You may need more sales activity in tough times.
- Concentration of Effort: Who should you focussing your efforts on in the midst of change?
- Effectiveness: How do the capabilities of the team need to adapt to meet new challenges?