The different approach to sales training in these economic conditions is interesting, to say the least.

One company I have just finished a workshop with believes that now is the perfect time to gain sales and a market advantage over their competition, by making sure their sales force is trained to the max. Another says they are hunkering down until after Easter and will consider their options then. Which is right?

Let’s look at a military analogy. The enemy is coming in force, what do you do?

• do nothing and hope they will go away
• stengthen your defences
• take aggressive action to ambush them and slow them down so you can defeat them in detail.

The role of the military in peace is to train for war: similarly the role of sales organisations in good economic times is to use resources to ensure the sales staff is fully skilled, but often is doesn’t happen. Sales in good times are easy, why train? Because the bad times are always around the corner, and you need to be prepared (who said that?).

So if you find yourself with a poorly skilled sales force in these times, what should you do? Hope they will cope? Reduce your sales force and fire your admin staff to reduce overheads?

I don’t think so. It would be like reducing your defensive capabilities. The best method of defence is attack!

The vital ground to protect is your revenue stream and you can’t do that without a skilled sales force and proper administrative backup. So as the sales leader, take decisive action now.

Here is a pdf article for you to download Dont Let the Economy be an Excuse for Poor Performance from Miller-Heiman.