Sales Training and Development during a recession

Developing your salespeople even when budgets are tight

Last week’s blog and podcast were focused on selling to farmers during a recession. If you haven’t read or listened to it, please do so and then come back for this week’s discussion. It will make more sense. Selling to Farmers in a Recession

In summary, agribusiness is in the midst of tougher than tough times. You might even call it a recession. Selling to farmers and Ag buyers requires a bit more advice than “Keep your head up, champ. It’s going to be ok!” That’s what generated the concept of the three M’s of selling to farmers during a recession. Those three M’s of selling in a recession are: Move, Modify, Maneuver.

Today, we are shifting the focus from selling to the development of your salespeople and sales team during this recession. Over the last month, I’ve had several companies tell me they are holding off on sales training and investments into their sales team’s development. “We’re holding off on any discretionary spending at this point, until we see how the year turns out,” they say.

Now, there could be an argument about the word discretionary in reference to sales talent development, but I get the point of their comment. Any and all spending right now is going to be scrutinized. However, you still have the difficult challenge of selling to farmers during the most difficult time to sell.

That’s where today’s ideas come into play. I am no different, as I’m in sales as well. That means, If I am preaching about the 3M’s, then I have to follow my own advice. So, here is my response to helping you continue to develop your sales team, despite reduced spending in a recession.

Modify: “Get them a different product.”

Today, I’m focusing a program on the most important M in the response to a recession: “Modify”.

Sales training and coaching can be a large investment, and they should be. The ROI is potentially very high. It’s worth it, or I wouldn’t be doing what I do.

If your company reduced spending or cancelled in-person meetings, but your sales team still needs help, below is a program you can look at. I developed and will modify it as the recession progresses. I actually think it has the potential to continue beyond the recession as an initial option to training.

For the recession period, I’m modifying my current training/coaching program. It’s going to be team-based, all virtual, and DIY for portions of it.

We will deal with your team’s biggest problems:

Poor prospecting skills
Failure to close or even ask a closing style question
Afraid to call on farmers because “No one is buying… Grain prices…”
Disorganization in their daily schedule
Lack of focus on key customers
Too soft on selling because they are afraid to be “too pushy”

Ag Recession Sales Training Program

Program Components:

Customized to your company, selling in your market, to your target customers
Everyone completes an Ag Sales Professionals: Territory Audit to determine their strengths and weaknesses.
Every manager completes an Ag Sales Professional: Sales Team Audit to determine the strengths and weaknesses of their team.
Based on those audits, a goal is established for the team as well as each individual salesperson.
All virtual
One monthly price for your whole team
1-2 meetings per month.
1-2 hours per meeting
Start, stop, or continue as time, seasonality, or finances permit.
Accountability and Facilitation: This is the crucial element for any successful training or coaching program. Managers have to be involved for a training or coaching program to be successful. I will facilitate the sessions and assign the work that needs to be done. However, the accountability element is what ensures the information is implemented when the salesperson is in front of the customer.