With the current economic climate of uncertainty it is at times difficult to justify the expense of outside salespeople calling on customers. With all the technology available today companies are assessing how it can be leveraged into the sales effort and feel the same or similar results can be achieved through the new medium. Outside salespeople may not be needed or they can be reduced to save costs during times when sales are tight. This is a narrow view which in the long term can cost money in more ways than one. 

Survival Equals Cashflow. 

It should always be remembered that during tough financial times an organisation’s need for cashflow is paramount and cashflow comes from sales. All companies need to remember that for their survival they need to continue with these five important steps regardless of the market and the economy. 

1. Continue talking to customers.
2. Obtain new customers and sales.
3. Maintain marketing.
4. Improve marketing strategies.
5. Capitalise on increased market share. 

The Big Picture.

Outside salespeople working to a disciplined call schedule will ensure the five points above are achieved but the benefit to the business goes further than just selling the products or services offered. It is short sighted to see the Salespersons role of just getting orders as so much more value can be added to their role. The fact that they are in the customers business and regularly talking to all the staff is an important point lost on many Sales Managers and their Management.

 Recognise the Clues. 

Many organisations spend money on market surveys and research to get an insight to their market when their salespeople, if trained properly, will be able to provide valuable feedback that is more relevant to the business and the sales effort. It is the salesperson visiting the customers business who through by being alert will notice changes in that business that may affect their own products or services. Quite often it is noticing the subtle changes and the comments from the customer’s staff that will give clues regarding the activity of competitors and even the condition of the customers business. 

Market Intelligence. 

Now more than ever the salespersons market intelligence can be the difference between more sales being made, competitor’s activity or finding out a customer may not be able to pay their bills. The role of the travelling salesperson in today’s market is vital if a company is going to maintain the five key points above and stay ahead of their competition. Sales Managers and Management need to use all their resources in today’s economic climate to keep ahead of the game and their sales teams are a vital source of market information.    

All winners in the selling profession stand out from others by;

Having a positive attitude and the habit of responding to events rather than reacting.

Remaining flexible and don’t blame bad luck or fate for things that may not be going as planned.

Having a vision and goals, they make plans, take chances but never give up in face of things not going exactly as they would like.

Understand them selves and their business, believe in what they do but know they are not perfect.

Understand the difference between impatience and procrastination and how it can be used to advance their selling.

Mix with other positive people and continue learning.

The economic environment today is testing all those in the selling profession and it may be the times we are in will continue for a while. It needs to be remembered that no matter what type of market we are in sales are vital to the survival of all organisations. A sales team without a positive attitude is going to languish, become frustrated and lose the drive that is vital for the viability of the business.

Positive attitude, self talk and self belief are the survival tools for the sales professional. Selling is a demanding business but those who thrive through good times and bad have mastered the first important quality of the successful sales professional, they have a positive attitude.

“A positive attitude is like any other habit; the longer you have it the stronger it becomes”.

There are any number of these training packages available which promise greater sales “guaranteed” if they are implemented and followed. All markets are different, so it stands to reason that while the process of selling is universal, different products and services require a differing approach. Any programme that fails to address this fact will have poor results as the funds spent on any training that ignores the market situation will be a waste of time and money. Quite often this will also do more harm than good in the longer term as sales team morale is vital for a positive, dynamic, corporate attitude which will continue delivering sales in all market conditions.

Programmes with scripts and dialogs have been around for years and were designed to provide salespeople with a quick fix solution to handling objections and any other situations where buyer resistance was encounted. These and other techniques, such as the foot in the door or the pen that rolls down the desk so the buyer would pick it up and be directed to sign, have been discarded.

Modern Sales Management requires more “management” and an understanding of the differing markets, economic forces and the personalities within their sales team. This, plus the skill to recognise potential talent in their team will in the longer term save their organisation time and money on sales staff recruitment and subsequent training. Selling is a profession and it needs to be recognised that the salespeople of the future are starting today and it is how they are developed and trained will determine their longevity in the profession of selling.

The days are gone of the table thumping Sales Manager, under pressure from his superiors, demanding results at all cost from the sales team to meet the targets set. It is the smart organisation today that takes a business like approach to their marketing and sales effort; this will result in sales now and into the future in all market conditions. Like all things, nothing stays the same, the script and dialog method of selling is long gone. It is the astute Sales Manger backed by progressive management who recognise change that will rise above their competition and increase their market share.

The prosperity of any economy depends on the trade of goods and services and as a result all our lives revolve around the profession of selling and the effectiveness of salespeople to do their job, satisfying the needs of the consumer.

However it is a fact of life that the demand for goods and services is tied to the confidence of the consumer and one of the easiest things to do when considering a purchase is to make no decision at all and forgo the buying decision.

Unfortunately salespeople are not immune from the headlines and general sentiment of the community, colleagues, family and friends and if they are not prepared will also fall into the prevailing negative environment.

The need to stay positive in these situations is paramount and those who are responsible for the management of sales teams are required to lead by example and continually monitor the sentiment of those they are responsible for and the sales effort of the business.

As not all salespeople are the same and it is therefore important that training and assistance be tailored to meet the needs of the individual to have the most effect in combating any negative attitude.

If sales are slow and economic times are tough an organisations need for cash flow is paramount for its survival and cash flow comes from sales.

No matter how adverse the market may seem for a company to survive any downturn it needs to;

1. Continue talking to customers.
2. Obtain new customers and sales.
3. Maintain marketing.
4. Improve marketing strategies.
5. Capitalise on increased market share opportunities.

The market will always need good salespeople and the need to maintain sales at all times is vital for a company’s survival.

Retrenchments can be made in all other areas of the business but a company that reduces its sales activity will have no way out as it is cash flow from sales that will determine the difference between whether it survives or goes under.

The Australian Government, as part of its monitory stimulus package, provided for first home buyers financial assistance to purchase real estate with the scheme finishing at the end of 2009.

It was to be expected that once the incentive was removed the number of housing loans would drop considerably therefore the “plunge” was a normal event that occurs whenever governments interfere with any market.

In addressing the fallout from the global financial meltdown the governments of the United States and Australia went down similar paths providing assistance to the automotive industry, banks, with tax brakes, and other help that attempted to maintain jobs and keep the consumer buying.

Any Salesperson or Sales Manager operating in an industry that is affected by these out side influences, such as we have seen in the past twelve months, needs to be aware that their marketing plans have to be adjusted to take into account the period after any stimulus has finished.

Established marketing programmes have to stay in place, despite outside interference to the market, regardless of the extra sales that may be generated.

Generally competition will also increase in these industries and prices will come under pressure either with discounting or if a sellers market is created prices will increase.

By not having an “after stimulus” plan cashflow will suffer with sales possibly returning to levels below those before any artificial stimulus was introduced.

Quite often, a short sighted approach to any marketing plan will, while enjoying the sudden increase in sales from a stimulus, result in the opposite with a drought in sales until the market re establishes itself to normal trading conditions.    

Anyone in sales needs to think long term and be able to recognise the outcome of economic events that may occur and always take the steps to continually monitor and interpret how those events will affect the market in which they operate.

In addition to the sales manager having a complete understanding of the selling process, the extra dimension to the position requires that they have effective leadership qualities.

It does not follow that the best sales person – achieving good results – will be able to lift the performance of a sales team, and all organisations need to keep in mind the importance of selecting the right person to fill this important role.

However with well designed targeted training sales people can learn to become effective sales managers and be able to achieve the results required.

Training programs will fall into two areas, ones designed for the team as a whole and others specifically designed and tailored for each member of the team to ensure their needs are addressed.

Setting group training priorities will enable the sales manager to decide what areas of training will need to be concentrated on first, resulting in quicker results and avoid investing in training that is not immediately required.

The development of strategies, plans and an overall program covering area management, prospecting, servicing, data base and other sales activities form an important part of the sales manager’s role.

All sales managers need to have a program for developing new talent and bringing new sales people into their team as this is vital for an organisation’s growth as stretched sales teams will drop their performance and customers and clients will look at others suppliers.

The exercises in 4 Qualities of the Successful Sales Professional provide the tools for sales managers to evaluate their overall team training requirements but also the specific areas the organisation needs to consider when planning their sales training program.

For more advanced & personalised sales training (for both teams and individuals), take a look at my Dynamic Sales Mentoring program.