Prepare for the Next Recession
What
sales teams should do
To
prepare for the next recession?
According
to the ink by Mark Kovac, a partner with Bain & Company & Jamie
Cleghorn, the current economic expansion is long by historical standards, and
thus the risk of recession rises with each passing month. Recessions catch many
companies by surprise, with predictable results. In the 2001 recession, total
sales for the S&P 500 declined by 9% from its pre-recession peak to its
trough 18 months later-almost a year after the recession officially ended. But
these periods also present opportunities for well-prepared companies to take
advantage of the turmoil and gain share.
The
best time to undertake major changes that will strengthen a company during
recession is before it hits. Prior to the past recession, both eventual winners
and eventual losers in a group of 3,500 companies worldwide experienced
double-digit growth rates. Once the recession struck, however, performance
began to diverge sharply – the winners continued to grow while losers stalled
out. The performance gap widened during the recovery.
What
did the winners do that losers didn’t? They pursued a variety of tactics before
the recession that were designed to fortify the firm when the downturn hit – moves
both within sales and beyond like adding a low-cost channel to serve small
accounts or simplifying the product assortment.
We’ll
focus here on what the sales organization should be doing now to prepare for
the next recession, with an eye toward using new digital tools. The starting
point, of course, must be to make sure you have the basics squared away:
aligning sales capacity with the market opportunity (capacity tends to get
rusted in place, leaving companies over- or under-resourced); sweating the
details of daily execution (things like putting controls around discounting);
and getting the back of the house in order (a nimble commercial operations
groups is critical).
Digital
tools and analytic techniques that have flourished in recent years can help
make sure those basics are taken care of. Our recent benchmarking of nearly 900
B2B companies underscores the importance of these tools. On average, roughly
four times as many winners – defined in this case as those companies that grew
absolute revenue at a significant rate and gained market share within their
industry over the previous two years – as losers have digital tools embedded
into their core commercial capabilities. Digital tools can also open new
go-to-market approaches.
The
report suggest, 1: Zero-base sales capacity, 2: Know when to walk away, 3: Amplify
low-cost sales channels, 4: Detect and reinforce effective behaviors, 5: Automate
account management, 6: Streamline and digitize the back office & 7: Raise
the game in pricing.
Start small, fail fast:
The
vast number of digital sales tools can be overwhelming. Where should sales executives start? We have
seen commercial organizations successfully work through these questions with
small teams that test and learn as they go. Many use agile principles, setting
up sprints to produce real business results, not just an improved process.
Their
sole measures of success are incremental sales and profit margin. Starting
small allows the team to quickly work out kinks in the process and try things
that might not work, because the consequence of failure is also small. And
successes can be scaled up quickly.
There’s
little point trying to predict a recession with any precision, because most
often you’ll be wrong. But winning companies focus on controlling what they can
control well before and during the recession, including their sales
organization and go-to-market tactics.
And becoming more
proficient at digital sales technologies gives companies an upper hand over
competitors that lag in digital adoption. Armed with the right digital tools,
sales teams might almost look forward to the coming recession rather than
fearing it.
Comments
Post a Comment