This sea change has affected our psyches. Let's face it, it has been a tough ride for all of us. But remember, attitude is everything. We need to stop saying "These are tough times", and start focusing on opportunities for growth. We need to get out of bunker mode and into thrive-and-grow mode.
During economic downturns, research shows companies that aggressively market and sell their products will prosper. Solid companies and talented sales people make money regardless of the economic conditions. In the 1920's, Fords outsold Chevrolet 10 to one. Then, during the Great Depression, executives at Chevrolet expanded their sales and marketing efforts. By 1931 Chevrolet had become the top auto producer in the world.
Now is the time to do things differently. We need to identify new opportunities for growth and find ways to attack the market with sales strategies that will drive revenue.
Get Going
To get us moving forward rather than falling backwards, here are three basic questions to ask ourselves as we go on offense:
- Can you get get better penetration? Where do you not have sales activity today that you'd like to have sales activity? Specifically, what products, channel groups, and accounts could you start targeting with more zeal?
- How can you prospect more efficiently? Are the right people spending the right amount of time in front of key qualified prospects? Are you getting qualified prospects? Are your "hunters" hunting new business while your "farmers" are cultivating their current account base?
- Do you have appropriate coverage? Where would you like your sales team to go that they can't, what geographies aren't being covered the way that they should?
Asking these questions helps focus on your opportunities, helps begin the process of rethinking how a sales team is deployed, and helps identify what steps you can proactively take to begin a new growth cycle for your business.
