In order to survive the many ups and downs of today's changing environment and the market forces we will all face ion 2008, 2009 & beyond it will require sticking to the basic principles of sales effectiveness.  But let's talk about thriving in the kind of economy we face today.

I'm not so naïve to think as a sales person we can just ignore the market and growth will just fall into our laps. Everything is relative. Thriving in an economy like the one we face today with many industries including the housing and building supply industry in the tank may just mean focusing on your value propositions and making sure you continue to seek and improve your competitive position.

Maintaining acceptable levels of growth and profitability is what thriving is all about when we face the turbulent external market forces that exist today. And, you get to define acceptable.

"Profits can cover many sins."

The market forces have been very kind to the majority of us through 2005 and much of 2006. However, 2007 & 2008 has reintroduced us to a staggering economy and the wave of success we have all been riding has been all but eliminated for the majority of industries in distribution. The success we have enjoyed in the past just won't be as easy to accomplish in 2008 & 2009. Past successes may have camouflaged internal problems and annoyances that could become a crisis in 2008 & 2009 under different circumstances.

A key to thriving in this kind of economy is the ability to deal with our fears and uncertainties. If you, as a sales person, have been disciplined in your approach to targeting, goal setting, action planning, penetration and new account development, then you have the experience and tenacity to thrive.

To not just survive in 2008 & 2009 but to maintain acceptable levels of sales growth and profitability is a goal that I am sure is shared by virtually 100 % of the sales people out there if they are worth their salt.  So, let's review some principles that can help us maintain our focus, uncover some of those sins that may have become covered by profitability and create the kind of success in 2008, 2009 & beyond that you can be proud of:

• Go back to basic best practice in managing your sales initiatives
• Understand your role in the market place
• Develop or refine your individual territory plans (Take it seriously & document it)
• Continue to develop and train your sales force (Don't scrimp here)
• Insist upon sales territory plans that target accounts based on potential for growth
• Create change based on changes in your markets and your industry

Sales Effectiveness

It's really fun being a sales person when the economy is booming. It is not difficult to do well and sometimes we can be lulled into a sense of eternal success that doesn't require a 100% effort. It can lead to a comfort zone that is not healthy for long term success. Make sure your sales force practices a sales effectiveness discipline that requires documented action planning for specific targeted accounts that support individual territory plans. Of course, these plans must be in alignment with strategic initiatives as well. Being realistic in our approach is even more important in turbulent times.

The "R" Word

Don't let that "R" word, Recession, introduce fear and uncertainty.  Avoid those common mistakes sales people make when times get tough; mistakes like, being slow to react, creating our own self fulfilling prophecy and becoming reactive instead of proactive in our approach.

It's the Economy Stupid

One of the problems with all of this talk about a tough economy is that once people believe times are really tough they start to feel negative about their business prospects and only tend to see what they believe rather than believing what they see. Once you believe that times are tough
you tend to only notice articles, comments and statistics that support your beliefs.

Lets Clarify:

• The state of the economy is a fact.
• How you feel about that fact and what it means to you personally is a belief.
• Your Beliefs have a major impact on Your employees attitude.

Beliefs that drive your sales behaviors are the keys to becoming successful in a down economy. One person might believe that a "bad" economy means it's going to be harder to make a sale. It's just not possible to hit my numbers when the economy sucks.

Yet, another person might believe that a "bad" economy means you can now win lots more business because they are prepared and the quality of their value propositions coupled with their ability to reach out – network and build customer relationships is far superior to the competition that generally only has price going for them.

What Do Your Sales People Believe?

Reevaluate your territory plan, your sales management system and your sales effectiveness approach. There is still business in "them there hills". It's your job to go out and get the biggest share of that business for your company as you possibly can.

Check out Rick's new CD series and workbook "Unlocking the Secrets to Amazing Sales" @ http://www.ceostrategist.com/resources-store/unlocking-the-secrets-to-amazing-sales-incredible-profits.html  It is a must addition for your sales training initiatives. Order today and get a bonus copy of Rick's book "Turning Lone Wolves into Lead Wolves ----56 ideas to maximize sales.

www.ceostrategist.com – Sign up to receive "The Howl" a free monthly newsletter that addresses real world industry issues and receive complimentary copies of the "Lead Wolf Interview Guide & "Sales Training 101". Rick Johnson, expert speaker, wholesale distribution's "Leadership Strategist", founder of CEO Strategist, LLC a firm that has helped hundreds of clients create and maintain competitive advantage. Need a speaker for your next event, E-mail rick@ceostrategist.com.  Don't forget to check out the Lead Wolf Series that can help you put more profit into your business.