It is a bit embarrassing, but I lost my cool the other day with a customer service person at a large organisation. Not my best moment, but after six phone calls and six hours of time wasted to solve a simple problem, I cracked.
But I am proud to say that the next day, I called back, sat through another half-hour wait, and made sure it was passed on my apologies to the customer service person. Why? Because the real problem wasn’t the person on the other end of the line—it was the company leaving them out to dry. These people are on the frontlines, taking heat for issues they didn’t create. And let’s be honest, their leaders are most likely failing them.
Years ago, I learned a good lesson from a team member who’d been on the receiving end of a nasty email. When I apologized for the sender’s behaviour, she shrugged it off and said, “You never know what’s going on in someone’s life.” She was right. Everyone is fighting their own battles, and right now, a lot of companies are under pressure.
I had a conversation with a salesperson recently who’s seen his company’s culture nosedive from ‘great place to work’ to ‘toxic disaster.’ What changed? Sales dropped, and management panicked. Instead of supporting the team, they have made everyone’s lives miserable.
Recently I’ve spoken to sales managers facing similar pressures. One is down 15% from target, yet they’re still 10% ahead of last year and on track for a record year. Despite this the sales manager and the team are feeling like they are failing. Another company is removing people, thinking short-term gains will save them which in my mind is very short-term thinking. Then there is the more positive story with a third leader, telling their team, “We all know it is tough but keep going and we will be fine. No layoffs, no doom and gloom—just focus on winning and learning.”
2024 for many has been tough, but it will pass, and when it does, the sales teams who stayed positive, stayed focused, and kept grinding will come out on top. Sure, you might not break records when you face headwinds, but that doesn’t mean you can’t still win.
In slow markets, your sales team’s role is more critical than ever. Customers get cautious, and the pressure mounts. That’s exactly when you need to keep your team motivated and locked in. Here are some key ideas from me:
- Positive Mindset
Don’t let negativity grow. Keep the big picture in sight—slowdowns are temporary. Celebrate every win, big or small, learn from every loss, and turn challenges into opportunities. - Re look at Goals and KPIs
Old targets might be out of reach. Reset goals to be realistic. Focus on what’s achievable and build momentum from there. It is very demotivating to see a target that is completely unrealistic. - Invest in Training and Development
I would say that but when business slows, it’s the perfect time to upskill. Equip your team with better tools and techniques to tackle the market head-on. - Think twice about restructuring
For most companies it takes at least 6 months for new salespeople to hit their full potential, if you remove someone now it will cause additional resource and time to get someone back up to speed when the economy improves. - Recognize leading indicators, not just results It is important to acknowledge the efforts that lead to a sale, not just the final outcome. While closing deals is crucial, salespeople also deserve recognition for their hard work in performing high-quality activities, even if they don't immediately result in a sale. Celebrating these efforts encourages consistent, positive behaviour that ultimately drives long-term success.
- Focus on Customer Relationships
Retaining customers is crucial. Recognise who your top customers are and push your team to deepen those relationships, offer tailored solutions, and keep customers coming back. - Lead by Example
Honesty builds trust. Keep your team informed, be open about challenges, and make sure your team knows you have got their back. Your attitude sets the tone. Stay positive, be resilient, and show your team you are here to help them.
Motivating a sales team in a slow economy is tougher but such an important skillset. Keep your team positive, focused, and well-supported. Remember, tough times don’t last, but tough teams do. Lead them through this storm, and they’ll come out stronger on the other side. Slower times is where both the good salespeople and sales managers will rise to the top.
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