Did you end 2021 with the numbers you’d envisioned? If not, I’ve got some tips to share.

In sales, there are always peaks and valleys. Sometimes it feels like an energizing walk on a sunny day, and at others, it feels like an uphill trudge. When things are going well, it seems like the good times will never end, but sales slumps happen to the best of us. Your sales slump, your spirits slump, and it’s an all-around bummer of a situation. 

The magnificent seven

If you’ve been there before, or are there now, there are seven questions you can ask yourself to help turn things around. Each answer contains information that’s vital to getting (or remaining) on track and avoiding sales slumps in the future:

1. What was the general situation around your last slump (think of risks, market context, company/team dynamics, etc.)?

2. Is that comparable to what’s happening now?

3. How did you eventually turn things around?

4. What worked and what didn’t work?

5. Would any of those ideas or tactics be useful in your current situation?

6. Would you be able to implement them the same way, or would they need tweaking?

7. What time and resources would you need to implement them?

Looking back can remind you that a slump isn’t permanent, and just as importantly, it keeps you from reinventing the wheel in terms of solutions.

Interested in knowing how I get things back on track after a downturn? Happy to share what’s worked for me…

My five ways to get out of a slump:

1. Get back to basics: Slump or not, the fundamentals of sales, like prospecting and upselling, don’t change. When sales stats change, sales reps can feel like they have to do something differently. This could result in discarding proven sales processes or cutting corners. Instead of throwing practices out the window, refocus on the basics to bust yourself out of a slump. Hone your prospecting, demos, cold emailing or calling, and core moves in your sales process. Even if this doesn’t drive a ton of new deals, it shows grit and reinforces the importance of these skills and systems. You’re guaranteed to learn something new.

2. Double down on prospecting: Partner with Marketing and your SDR to run a campaign that’s specific to your accounts. Focus on energizing your partners to get more intros to their contacts, look at lost or old opportunities to re-engage, etc. Consider engaging with smaller-employee-count companies that could move to a decision quickly.

3. Qualify consistently: As tempting as it may be, it’s a bad idea to push poor-fit leads into your sales funnel or bring less-than-ideal customers on board. Don’t let the worry of a downturn trick you into abandoning your qualification process. It’s in place for good reason. Sure, a seemingly full funnel and calendar can boost your morale. If the orgs are a poor fit though, you’ll be left dealing with the repercussions eventually. Don’t trade a (perceived) short-term gain for the longer-term pain of leads that don’t convert and clients who churn or drain your resources.

4. Tap into existing customers: Can they refer you to other prospects? Do any existing customers have a new pain point that could result in an upsell? Reconnect and do a little digging to learn whether their circumstances have changed.

5. Steer clear of desperation: I know the COVID-19 environment is more challenging and that working from home, home schooling, etc., don’t make it easy. Don’t try to bury your feelings about it. Be open and honest about what’s happening — with yourself, your boss, or anyone else who might need to know the reality of what you’re facing. Once it’s off your chest, it will be easier to get your focus back onto productive solutions.

Most sales slumps aren’t turned around all at once. Instead, a trickle of deals starts to turn into a steady stream. The main thing is to keep working through it. Ask yourself the right questions, and begin to put the right solutions in place. This tough time will pass. Nothing lasts forever, even when a slump feels like it just might!