One of the worst strategies is a peanut butter method — spreading uniform sales force reductions or hiring freezes everywhere.
With many organizations, we are seeing sales force reductions that parallel the layoff announcements. At others, we see sales force hiring freezes. And every sales organization is rethinking its strategy and scale.
Surprisingly, the current environment creates opportunities for sales forces in both winning and troubled businesses, as we will explore. When seller offerings are strong relative to competition, and a customer is poised to do well in a slowing economy , the answer is to double down and look for opportunities to grow. Sellers can expand their reach and increase market share by aggressively going after new opportunities and customers while looking to drive innovation in products and services.
When a seller’s offerings are in a weak competitive position, whether customers are affected by a slowdown or not, the best approach is to focus on select relationships, activities, and sources of value. When seller-buyer relationships are strong, trust is a prominent source of customer value. Sellers can emphasize their ability to deliver reliably and consistently.Like Google, most companies have multiple businesses and segments, some of which are doing well, while others are not.
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