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Sales and marketing


4 THINGS SALES ORGANIZATIONS MUST DO TO ADAPT TO THE CRISIS

How to refocus, retool, retrench, and rebound.
by
 * Andris A. Zoltners,
 * PK Sinha,
   and
 * Sally E. Lorimer

by
 * Andris A. Zoltners,
 * PK Sinha,
   and
 * Sally E. Lorimer

April 13, 2020
Andriy Onufriyenko/Getty Images
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Summary.    The sales function has been hit particularly hard by the
stay-at-home mandates that are shutting businesses: It customers have no budget
to spend, and its salespeople can no longer meet face to face with prospects.
Facing this idle time, sales managers should...more
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In these difficult times, we’ve made a number of our coronavirus articles free
for all readers. To get all of HBR’s content delivered to your inbox, sign up
for the Daily Alert newsletter.

The coronavirus pandemic has struck at the very heart of what makes sales
organizations tick. Sales leaders are asking: What should we do now to keep our
field-sales organization safe and productive? And what does this mean for the
future of selling?

The answers vary across industries, as captured vividly by a recent Goldman
Sachs headline, “Light at the End of the Tunnel or an Oncoming Train? Depends on
Where You Are Standing.” Some industries, such as transportation, hospitality,
and real estate, have suffered immensely and are facing an existential crisis.
Others, such as teleconferencing, online learning, and virtual private networks
(VPNs), are experiencing a sharp upturn in demand. In between, most industries
are experiencing a demand slump. The direct and knock-on effects are continuing
to reverberate through companies and industries.

Faced with these challenges, sales organizations need to refocus, retool,
retrench, and, in most cases, to prepare for the eventual rebound.


REFOCUS

A defining characteristic of the buyer’s mindset is deep uncertainty. At the
very outset of the refocusing process, sellers acknowledge that uncertainty and
adapt with flexibility. Once employers and salespeople have moved beyond the
acute concern about personal safety, business continuity will come to the fore.
Companies will have to reconsider what customers now value, and what the sales
organization’s role in delivering that value can be.

FURTHER READING

 * CORONAVIRUS: LEADERSHIP AND RECOVERY
   
   Leadership & Managing People Book
   22.95 View Details
    * Save
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Buyers in industries that are not seriously impaired or are seeing a spike in
demand will still need help from salespeople. Buyers in immobilized industries
will want salespeople to assist with revising past orders and delivery
schedules, and with developing contingency plans. As business deteriorates and
many customers face the specter of bankruptcy, previously booked business will
no longer be secure.

Even when customers are buying, sellers may be unable to deliver on past
promises. It will be easier for salespeople to deal with repeat customers who
are familiar with the company and the value it offers, and already know how to
work with the sales team. Outreach will also be easier with digitally savvy
customers who prefer video and digital interaction to in-person meetings, and
with informed customers who need limited assistance from salespeople.

If and while customers are preoccupied, especially in temporarily hard-hit
industries, sales organizations can focus on activities that prepare for future
success. These include activities such as generating leads and account
prioritization and planning.

As the situation changes and new information emerges, a nimble mindset will be
essential for adapting rapidly.


RETOOL

With the mandate for social distancing, even field salespeople now have to work
remotely, using online video, social selling, email, and more. (Within days of
the pandemic declaration, the number of Zoom meetings at our consulting firm,
ZS, shot up from 4,000 to 11,000 a day.) We estimate that, well before
work-from-home directives, most field salespeople were communicating with
customers digitally more than half of the time. This was enabled by the
increasing quality and ubiquity of digital-communication technologies, along
with the growing majority of buyers and sellers who are digital natives. Digital
connection works especially well with repeat customers, and buyers who are
well-informed. Still, many field salespeople and buyers have shunned digital
channels and aids, either because they could or because they missed the
technology train.

That will have to change. The current crisis will force even the
technology-challenged to migrate to video platforms such as Zoom. We are seeing
this already in people’s personal lives.


RETRENCH

Ravaged industries such as travel and entertainment have already laid off many
salespeople. Some of these jobs will never return. Downsized sales organizations
must redeploy field-sales efforts to key customers and sales activities while
boosting the use of digital self-service and inside sales channels. Eroding
sales will constrain companies’ ability to pay salespeople incentives, which
often represent a large portion of salespeople’s pay.

A few companies are following a courageous path. Before the Covid-19 outbreak,
the London-based bank HSBC had announced staff reductions, which included sales
jobs. When the pandemic hit, the bank temporarily paused these layoffs. How long
companies in hard-hit industries can continue to support their people while
keeping their business viable remains to be seen.


REBOUND

It’s hard to look beyond the urgent steps needed to respond to the current
economic freeze. But however long it takes, the situation will eventually
improve, and most companies will rebound. Some trends that were already
affecting sales organizations before Covid-19 are likely to accelerate as
companies bounce back. And many changes to personal selling implemented during
the crisis that look temporary now will become permanent.

More Digital Selling. Even before the pandemic hit, most field sales contact
with business customers already used digital channels. With the extended forced
virtual-only communication period, even slow adopters of technology are
changing. The virality of digital usage is accelerating the climb up the digital
learning curve for customers, salespeople, and entire sales organizations.

Fewer Field Salespeople, More Inside Salespeople and Customer Success Managers
(CSMs). In recent years, growth in the number of jobs for both inside
salespeople and CSMs has far outpaced growth in jobs for field salespeople.
These trends will accelerate as companies rebounding from the pandemic seek to
match sales efforts with the way their customers want to buy. Inside sales roles
reduce sales costs and align well with digitally savvy and informed buyers. CSMs
encourage customer loyalty and retention by helping customers realize ongoing
value. CSM numbers are increasing as companies expand focus on growth from
existing customers, especially in complex environments.

New Success Profiles for Field Salespeople. With the shift to digitally enabled
buying and selling, more-informed customers expect salespeople to add value
beyond what websites provide. As the use of digital tools and analytics grows,
field salespeople will need more than interpersonal skills. The old profile of a
winning salesperson as a rugged individualist is giving way to a new profile: a
team player who can collaborate with others.

A More Digitally Savvy Sales Organization. Practically every aspect of the sales
organization will accelerate down the path of digital value and innovation.
Sales managers will become more comfortable coaching and managing remotely.
Sales organizations will leverage technology to make sales recruiting, training,
and other programs more effective and efficient. We expect many field sales
organizations will emerge from this difficult time with a digitally savvier
sales culture that is well-positioned to drive future success.

 

If our content helps you to contend with coronavirus and other challenges,
please consider subscribing to HBR. A subscription purchase is the best way to
support the creation of these resources.

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Read more on Sales and marketing or related topic Sales
 * AZ
   Andris A. Zoltners is a professor emeritus at Northwestern University’s
   Kellogg School of Management. He is a cofounder of ZS Associates, a global
   business consulting firm, and a coauthor of a series of sales management
   books, including The Power of Sales Analytics.
 * PS
   PK Sinha is a cofounder of ZS Associates, a global business consulting firm.
   He teaches sales executives at the Indian School of Business and is a
   coauthor of a series of sales management books, including Building a Winning
   Sales Force.
 * SL
   Sally E. Lorimer is a marketing and sales consultant and a business writer
   for ZS Associates, a global business consulting firm. She is a coauthor of a
   series of sales management books, including Sales Compensation Solutions.

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Read more on Sales and marketing or related topic Sales
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SPOTX, INC

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EASYMEDIA GMBH

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DELTA PROJECTS AB

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USEMAX ADVERTISEMENT (EMEGO GMBH)

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EMETRIQ GMBH

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PUBLICIS MEDIA GMBH

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MCCANN DISCIPLINE LTD

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ONETAG LIMITED

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CLOUD TECHNOLOGIES S.A.

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TABMO SAS

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WIZALY

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JIVOX CORPORATION

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MOBILE PROFESSIONALS BV

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EXACTAG GMBH

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CELTRA, INC.

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MAINADV SRL

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GEMIUS SA

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IMPACT TECH INC.

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NIELSEN MARKETING CLOUD

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SOLOCAL

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ORACLE DATA CLOUD

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COMMANDERS ACT

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INNOVID INC.

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NEUSTAR, INC.

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ONLINE SOLUTION

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GFK SE

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AMAZON ADVERTISING

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MOLOCO, INC.

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OBJECTIVE PARTNERS BV

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EBAY INC

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