Article
Harvard Business Review

Selling After the Crisis

Format:Print

Abstract

Like perishable goods in grocery stores, sales models have a sell-by date. As product standards evolve and new entrants emerge, buyers have more choices and demand more in terms of quality and performance across vendors. Firms that fail to adjust to changing customer expectations lose advantage. Building and maintaining a relevant sales model—that is understood by everyone from executives in the C-suite to sales reps in the field—is the most important way that companies respond to market changes. As firms emerge from the pandemic crisis, they should take a fresh look at their sales models. This includes revamping customer selection criteria, increasing clarity about the customer buying process, and making more effective use of selling metrics.