Energizing Sales in Tough Times

In 1974 I began my sales career in the Business Forms industry. In 1975, there was a critical paper shortage, as there was in 1980. When I managed to sell a new account, the challenge became getting the paper to print the order.

In July of 1982, as a new sales manager, I was sent to Peoria to "clean up" the largest, but most unprofitable account in the company, Caterpillar. In October, in the midst of a recession, their union went on the longest strike (9 months) in their history.

In June of 2007, the company I was running was sold to a large European entity; after the old ownership, I was the first to go. In January of 2008, I began to put together my consulting company, right in the beginning of the economic swoon into our current formidable recession.

What can I learn from these "lessons of life", and how can they be applied to growing our companies in these most challenging times?

First of all, I must realize that there are tough times we're all going to face. It isn't bad luck, it isn't necessarily my fault (although it could be), & it isn't something I cannot overcome (although it may seem so). I was an instructor pilot in the Air Force, and I remember our squadron commander in flight school saying over and over again, "a little bit of pain is good for all of you". He maintained that adversity builds character, character builds confidence, and confidence can meet most any challenge.

In applying this to your sales force, there are some important points to consider:
1) The Sales Organization drives most print companies. It all starts with the customer, and your sales folks must turn the clients' needs & wants into orders.
2) An upturn in Sales can revitalize the whole organization. Positives promote energy and a willingness to go the extra mile.
3) An upbeat sales team can maintain, or lead the way to, a positive company culture. This is the great builder of "team".
4) Creativity and problem solution selling keeps customers happy and your organization fulfilled.

The point is that if you're looking for a turn around, your sales force can be an excellent place to start, and provide an excellent return on your efforts.

To come full circle, my squadron commander was right. During the paper shortages early in my career, I learned forms management, re-design, inventory control, the positive use of allocations, close customer communication, and a host of other principles that served me well in my 35 year career.

In the midst of the Caterpillar strike, I learned to embrace the demands, to find a better way, to help them get what they wanted, and how to increase their savings while improving our profitability.

Currently, in my consulting business, it is extremely difficult to find clients who not only know they need help, but have the courage to admit it, the money to do it, & the confidence to pull the trigger.

Whether you realize it or not, your sales team could be the wild card that provides the spark in these tumultuous times. Instead of expense being the millstone about your neck, increased cash flow can lead the way out. Annie get your gun!