How to Survive the Recession

Let us assume that business has dropped off or stood still in the last few months - after many years of continuous growth. When asked the reasons for this slump, do not immediately reply “It’s the fault of the recession”.  This is the common response from many delegates attending sales training courses.

Without doubt, the challenging situation in the economy has an effect on business. Explanations such as “reluctance to buy”, “solvency difficulties” or “political uncertainty” are mostly only half the truth. If your business is regressing it may also be due to your sales force, to methods of acquisition, to the way they work.

Do your sales people treat regular clients too routinely or casually, because they assume that the business is safe? Do they tell clients that they are happy with the business they have received so far, instead of working to extend it? Examine business from the most important clients over recent years. Where is there less business? Where is the business standing still?  Analyse the negative developments carefully. Consider the skills of the sales force, when was the last time they received any sales training?

How much business has been lost in the last few years by clients deserting you? Has the business which was lost been made up for by business from new clients? Intensify efforts to win new clients. Devise a plan to get new business.  Set a monthly targets of business to be gained from new customers for your sales team.

Do your sales people mainly call on their major and unproblematic clients? Do they neglect the medium sized and more difficult clients? Do they spend more time in town than in the country? With the help of your turnover statistics, lists of clients and purchasing power data, analyse the structure and potential of your clients.

Are things like routine (gaps in their journey planning), comfort (avoiding nights away from home) or their private interests having an adverse effect on the way your they work a specific area? Examine the way they work. Systematically outline their route plans and the places they make calls, on a map.  Encourage them to improve on their journey planning and to try to save on mileage.

Is your sales force in the habit of "churning out" their sales talk without enthusiasm?  Have their powers to convince and inspire the customer slackened or disappeared completely?  Urge them to review their presentations, update their negotiating techniques and take their will to achieve carefully in hand.

Addressing poor sales figures through careful analysis and correction of the above factors will help your team succeed whatever the economic climate. Sales training can help maximise success in difficult market conditions.

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