Out of economic hardship can come change – we are cast unto our wits and our talents and our resources and our strengths as we lose all the choices we once had. ––Michael Leunig

Michael Leunig, an artist and philosopher might have only talked about economic hardship when he first shared this idea. However, with the pandemic and the protests supporting anti-racism, much of what we thought we knew has been upended or made irrelevant. For sales teams, there is the pressure to go out and sell, bring in revenue, and help get their organizations and co-workers back on a firm footing. This opens up so many questions about what a firm footing looks like.

“When will we go back to normal?”

“What does recovery look like?”

These questions reverberate in businesses everywhere. The underlying message under these questions centers on people’s sense of loss and anticipation. All the sudden changes brought on by COVID-19 have created more questions than answers. During a discussion about how summer is typically slow for a particular target market, one sales VP asked if that would be true as states open up and businesses ramp back up. The group stopped, and the consensus was, “I don’t know.”

What could the post-shutdown sales world look like?

The demands on sales leaders’ hearts and minds are sizable and carry a great deal of uncertainty on a personal and professional level. After the initial shock of the pandemic shutdown, many activities were put aside or converted to a virtual experience. Customers and channel partners communicate various ideas, from wanting to hunker down more to grabbing opportunities. With states opening up, salespeople are beginning to engage with their customers in real life. All of this highlights the need for different dimensions with the sales activities.

Activities have different dimensions

While many of us have experienced natural and human-created disasters, this time comes with the unusual coupling of potential personal and economic risks. Even running errands are less routine unless you consider planning your route and wearing a mask a typical routine. So, what does this mean for sales teams? Redefining what could be possible, from following a sales plan to conducting a sales call, requires imagination and strategic thinking.

Here are four ways to move forward in a changed environment:

Think like an entrepreneur

This begins with the questions like “what could we do?” or “what is possible now?” and “how could that be monetized?” One VP I was coaching passionately declared that there is always an opportunity, even in challenging times. He described looking at his company’s product, the language, and the behavior of customers and prospects. He used words like “silver lining” and how the reps could adapt their behaviors to communicate empathy and possibility without seeming insensitive. In a sales team meeting, a rep shared an insight after following other manufacturing reps pitching to channel partners. He noticed that they all were using the same buzzwords and concepts. He explained his realization that he had to communicate differently, or the channel partner reps would hear noise. Entrepreneurs look at the world with the eyes of possibility and create alternative pathways.

Review the plans

This starts with sales plans, especially the individual sales plan at the individual rep level. Review the plan with a SWOT analysis. Understanding what still works can affirm that not everything has to be “fixed.” You may even discover that you have solutions for anything that is not working. Being honest in your analysis supports clarity on what needs to be measured, changed, and maintained. I often remind the leaders we work with that getting stuff out of your head and onto paper (even if it is a spreadsheet or a computer document) makes it much easier to stick to what is real.

Be intentional with your activity

It is easy to get caught up with adapting policies and procedures to the landscape COVID-19 has left us with, plus trying to respond to your organization’s leadership requirements and other responsibilities. Taking a moment to state clearly the organization’s intent and desired activities makes it easier for your sales team to understand your expectations and requirements.

Plan for adjustments and new information

This goes with being more entrepreneurial but needs its own call-out. Your customers have their own set of concerns that must be accounted for. Some will respond to the new requirements around safety and social distancing, while others are more focused on rebuilding. Encourage a position of “listen first” so you and your team can recognize and respond to each customer’s specific interests and concerns and the emerging trends in your industry.

Adaptation and Iteration

Adaptability is and will continue to be a skill that carries sales leaders through this uncertain time. Keeping some of the tools and activities that made the shutdown period work could be things you use going forward. Within this pandemic environment, we are cast unto our wits, talents, resources, and strengths, but we can create new choices for sales leaders to build a path toward recovery.

Are your sales teams showing varying degrees of morale and engagement in your company’s rebuild and recovery plan? This post is based on an advisory, Loss, Recovery, and Moving Forward, written for sales leaders managing performance issues and rebuilding from the pandemic shutdown.

When you think about sales effectiveness at your organization, does it seem like you are close but just missing those unique elements that give you that competitive edge? Looking for a way to understand how your buyer thinks, decides, and reveals information? At The Nova Consulting Group, we believe that professional selling is a craft. With the Advanced Sales Conversation©, you have those missing elements that move your salespeople from competency to mastery. With our deep understanding of what makes and sustains high-performance organizations, we provide integrated solutions that do not replace your sales methodology and yet advance a progressive selling mindset. Be bolder, more insightful, and get results. To learn more about how to master the craft of sales and encourage sustainable high performance, call  (617) 933-7249 or email info@novaconsultinggrp.com.

Graphic: ID 179787469 © Chokchai Poomichaiya