Just Do Something!

salesmoving1.jpgHas anyone asked you the hard question yet?  In tough times, we are often asked, “What are we doing about it?”  Sales Managers especially will be asked this as soon as revenues start to slip below forecast.  My advice is this: have an answer.

The expectation behind the question is that you already have been thinking and planning and that you have some ideas even in the face of unforeseen, unprecedented difficulties.  If the person asking is your boss, it means that your boss’s boss and all those up the chain to the board of directors are also asking (or soon will be asking).

So don’t let the uncertainty overwhelm you.  Instead sit down with pencil and paper, perhaps with a close circle of advisors, and generate an idea list.  Brainstorm freely, without critique, rejecting no idea at this stage.    The world has changed, so take the opportunity to think outside the box.

Once you have a list, then spend some time thinking and evaluating (but don’t get stuck there).  First make sure your ideas are not harmful.  Resist the urge to slash prices.  Instead, make small investments with the resources you have.  For example, run a contest with prizes, enlist others in the organization in part-time sales work or networking, give something away, launch a new educational seminar program, implement a new customer satisfaction survey, implement training or a coaching program.  Look for things that bring more people into contact with more customers, more frequently.  Look for things that improve skills or productivity.   Everyone in the organization wants to help, so enlist them.  Everyone is willing to work harder and longer in tough times if they understand the purpose and how it will help.

Don’t forget to look for things to stop doing; this is great time to get rid of administrative work that is benefiting too few stakeholders. Move meetings into early morning or weekends or cancel them altogether.

As you begin to make choices, expect that you will try and discard many ideas to stimulate sales in the coming months, so don’t get hung up looking for a perfect solution.  Instead, look for things you can try quickly, measure easily and abandon quickly if they aren’t producing results.  This is a great time to have a bias for action.  If you don’t have that bias naturally, then call on your people who do.  You know … the ones who never seem to analyze anything.  Try to have a new pilot project ready to implement with a different group of people every month.

And when you go to your management meetings, be prepared to present the ideas you’ve tried, how they worked or didn’t, what you learned and what new things are coming next.  Avoid at all costs saying, “Well, we’ve tried everything and we’re running out of ideas.”   That’s the signal that the company needs someone who has more ideas that you do.

You will likely find that some of your programs didn’t do what you expected, but they had other good results that you didn’t foresee.  Publicize those!  Improving morale is critically important in tough times.  On the other hand, you may just find something that works, something that everyone should be doing.  If so, quickly turn that pilot program into a training and implementation program.  Make celebrities out of the pilot team and get them to help everyone else get rolling.  You’ll also find that some people get results with a new program and some don’t.  Some are reluctant to try and some are unable to adapt to a new environment.  Identifying performance problems quickly is another valuable outcome in a challenging time.

This can be an exciting time if you manage it well.  Tough times have the power to transform people and revive sluggish organizations.  So don’t just stand there … do something!

Good selling,

Technical Sales Consultants, LLC

This entry was posted in advice, life science, management, sales, sales training, tough times. Bookmark the permalink.

Leave a Reply