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Let’s not sugarcoat it. Signs of economic slowdown have been flashing for a while now. A slowdown looks inevitable and, along with countless other repercussions, it means sales teams face tougher targets with fewer resources. Budgets are shrinking, decisions are stalling—yet the expectations remain just as ambitious.
But it doesn’t have to be that way. There’s evidence that, if approached correctly, smart and well-organized salespeople and sales teams can succeed not just despite tough times, but because smart teams use challenges to their advantage.
In his 1980 book, Free To Choose, Nobel prize-winning economist and author Milton Friedman asserted that periods of bust are exactly what sow the seeds for the subsequent booms, as recessions squeeze the excess out of the market and create opportunities for the companies who survive.
Here are four ways to help your sales team win—even when the economy’s not.
1. Find and hire great people, then train them
Unless you’re recruiting for the SpaceX sales team, this isn’t rocket science. When there are vacancies to fill, many companies rush through the hiring process in the mistaken belief that having someone in the role is better than having nobody. However, finding and hiring the right people is the first and arguably most crucial step to creating a great team of any kind – but especially a sales team.
Now could be a great time to invest in growing your sales team. Many great salespeople are back on the market right now. It’s your chance to snap them up.
But hiring’s just the start. Over half of salespeople lack the skills they need—and 58% can’t answer client questions well. Companies often focus only on onboarding, with the result that, after 90 days in the role, sales executives forget almost all the content. Ongoing training can boost sales performance by 20%, and top-performing teams are twice as likely to receive it regularly. Learning new skills and approaches becomes even more decisive at times of change.
And here’s where tools like Doodle come in handy: managers can quickly schedule recurring training or 1:1 check-ins, keeping coaching consistent without wasting time on back-and-forth emails.
2. Help your team master the virtual pitch
Client time is tighter than ever, and face-to-face selling isn’t always an option. But that doesn’t mean deals can’t close—it just means you need to show up stronger in virtual meetings. Time spent face-to-face is the lifeblood of most sales organizations, be that through client meetings, presentations or events.
Our study, "Growing Client Loyalty Remotely," found that 59% of US employees say online meetings make it harder to connect with clients. Meanwhile, 23 percent are fearful that online meetings will lead to fewer interactions with clients.
Quality training and effective management can turn this challenge into an advantage. When competitors struggle and clients spend less time in meetings, it's the best time to build new and stronger relationships.
Our research revealed that only 34% of professionals make more of an effort to prepare for virtual meetings than in-person meetings. At the same time, 46% of surveyed employees offer clients the opportunity to schedule meetings outside of regular working hours to better fit their schedules. With the Doodle Booking Page, giving clients that flexibility is simple—and if your team prepares for virtual calls like an athlete for game day, you’ll stand out.
Think like an athlete. Record your pitch. Watch it back. Improve every time. Cut out the back-and-forth and book meetings faster with a secure scheduling tool like Doodle—no more endless email chains, just simple, frictionless scheduling.
3. Build trust with and within the sales team
If a high-quality sales executive is hard to find, an exceptional sales team manager is like gold dust. Typically, it’s a role often given to the top seller—but that doesn’t always make the best manager. Great managers build trust with their team and create a shared group dynamic in which members feel like part of a bigger whole.
What can a good sales manager do to build that trust?
Regular one-on-ones: Lone wolf reps? That’s old news. Frequent meetings show each sales professional is valued and supported, helping drive success.
High emotional intelligence: No two salespeople are the same. Good managers know what motivates each person—and give them space to thrive.
Build a team: A successful sales team is more than a group of individuals. While each employee may have their own professional goals and preferred approach, there must also be shared team objectives and a common culture. Managers who communicate and role model the company’s broader purpose help create winning cultures.
Remove barriers to success: Training is only one part. Great managers also remove blockers and continually upgrade tools.
Provide clear goals: Those goals should go beyond monthly or annual sales figures; salespeople should be provided with daily, weekly, monthly and quarterly goals that are discussed openly and honestly. Use goals as a guide, not as a hammer.
4. Get sales closer to the rest of the company
Funny thing: when things are going well, clients rarely want to change. But in a downturn, they’re looking for better ways to work. Why fix something that isn’t broken? If your product or service can save clients money or increase efficiencies, economic downturns could be the ideal time to get out there and sell your solution.
Sales and marketing need to be in sync—now more than ever. Share customer insights from sales back to marketing and product, and make use of data to boost your sales approaches.
The same goes for the customer success team who can help sales identify which clients enjoy a mutually beneficial relationship with your business. Selling to existing customers often works better than chasing new ones.
Relationships still win. With fewer competitors around, you’ve got more space to stand out. Treat clients like people: show up, listen well, and focus on real help. Use this time to build personal relationships and position yourself as a trusted advisor. Set up calls to discuss specific problems with each stakeholder, and show them you care as much about their success as they do.
Want more on building trust and loyalty in online meetings? Download the full report.
Tired of clunky scheduling tools? Try Doodle and see how easy scheduling can be—get in touch.
