The pandemic brought an unprecedented wave of demand, and many distributors found themselves with record sales. When supply was scarce, and you had products that competitors didn’t, sales often became effortless: you did not need strong sales skills, and those selling muscles grew weak.
However, as the market returned to a new normal, many distributors discovered that their sales teams were struggling to meet targets. This phenomenon, often called “sales amnesia,” occurs when sales teams forget or fail to apply basic sales skills because they didn’t need them during high-demand periods.
If your distribution sales are underperforming despite a stabilizing market, your team may be suffering from sales amnesia. This article will explore signs that your sales team may be struggling with this issue and provide ten practical ways to cure it.
As we train and coach distribution and manufacturing sales teams, we often hear from frustrated sales leaders: “We need our salespeople to get back to selling. During and post-pandemic, their efforts were very transactional, but now more than ever, they need sales skills.”
Could your sales team be suffering from sales amnesia?
Signs Your Sales Team Suffers from Sales Amnesia
1. Declining Sales Performance Despite Market Recovery: After the initial surge in sales during the pandemic, if your team’s numbers are consistently missing targets, this could be a sign of sales amnesia. This is especially true if external market factors are more challenging than they were during the pandemic, yet performance continues to lag.
2. Over-Reliance on Product Availability: If your salespeople have become complacent, relying solely on product availability rather than actively prospecting, selling and creating value for customers, this is a red flag. The mindset of, “If we have it, they will buy it” no longer works in a competitive market. Today, you may be dealing with more new competitors than you had before the pandemic.
3. Lack of Proactive Customer Engagement: During the pandemic, customers may have come to you. But now, if your sales team isn’t actively reaching out, nurturing relationships and identifying new opportunities, they may have forgotten the importance of proactive selling. We prospect with current customers and suspects we believe match our ideal customer profile.
4. Weak Objection Handling: If your team struggles to handle objections or can’t articulate why your products offer better value than the competition, this indicates a gap in fundamental sales skills. Without the ability to effectively respond to customer concerns, deals will slip through the cracks.
5. Poor Pipeline Management: A lack of urgency in managing the sales pipeline can signify sales amnesia. If deals are stalling and there’s no strategy to move them forward, the team is likely not effectively nurturing prospects or closing deals. Look for a large number of quotes but a small close percentage.
6. Minimal Product Knowledge or Value Proposition Understanding: If your sales team cannot clearly articulate your products’ features, benefits and unique selling points, they’ve likely lost touch with what it means to sell strategically. During the pandemic, inventory availability may have overshadowed the need for deep product knowledge. They must know your products’ value proposition and why customers buy from your distribution company.
7. High Dependency on Discounts or Price Drops: If your sales team frequently offers discounts as the primary way to close deals, they may have forgotten how to sell on value. This dependency on price cuts signals a lack of confidence in selling the product on its merits.
8. Inconsistent Follow-Up: A key part of sales success is following up with prospects and customers. If your team is inconsistent in this area, allowing leads to go cold or missing opportunities for repeat business, it’s a sign they’ve become disconnected from best practices.
9. Stagnant or Declining Customer Base: A healthy sales team should continually add new customers while retaining existing ones. If your customer base is stagnating or shrinking, it’s a sign that your team isn’t effectively prospecting.
10. Low Morale or Lack of Enthusiasm or Engagement: Sales amnesia can often manifest in disengagement or low morale. If your team seems unmotivated, it could be because they’ve lost their competitive edge and are unsure how to regain it in a more challenging sales environment.
So, you believe your team might suffer from sales amnesia; what can you do?
Ten Ways to Cure Sales Amnesia
1. Re-Train on Core Sales Fundamentals: Start by revisiting the basics. First, we assess the sales team and determine their areas of strength and any skills gaps they may have today. Provide training on fundamental sales skills like prospecting, qualifying leads, handling objections and closing deals is often prescribed. This refresher course will help reawaken dormant skills and instill confidence in your team.
2. Focus on Value Selling: Shift the conversation from price to value. Equip your team to sell based on your products or services’ unique value proposition. Train them to understand customer pain points and position your offerings as the best solution, not just the cheapest option.
3. Implement Regular Role-Playing Sessions: Role-playing can be an effective way to practice handling real-world scenarios. By simulating different sales situations, your team can practice and refine their skills in a controlled environment. This builds sales muscle memory and prepares them for actual customer interactions.
4. Encourage Proactive Relationship Building: Train your salespeople to build relationships proactively rather than wait for orders. Encourage them to check in regularly with customers, provide value through insights and look for ways to help clients succeed beyond the immediate sale. We encourage distribution salespeople to build three to five relationships with decision-makers at each of their key accounts that drive 80% of their revenue.
5. Reinforce Product Knowledge: Invest in product training to ensure your sales team knows your offerings. Understanding your products’ nuances and benefits can help them speak with authority and confidence, making it easier to sell on value rather than price alone. We strongly emphasize products and their applications for the problems they solve.
6. Set Clear Sales Metrics and Hold Teams Accountable: Establish clear sales metrics and hold your team accountable for meeting them. This could include the number of calls made, meetings scheduled or proposals sent. Regularly review these metrics to identify areas where performance is lacking and to keep the team focused.
7. Re-Engage with Pipeline Management: Teach your team to manage their sales pipeline effectively. This involves regularly reviewing deals in progress, identifying where prospects are getting stuck, and taking proactive steps to move deals forward. This structured approach will prevent deals from stalling indefinitely.
8. Provide Coaching and Mentorship: Offer ongoing coaching and mentorship to help your sales team continuously improve. Pair newer or struggling salespeople with more experienced colleagues who can provide guidance, share best practices and offer constructive feedback. Peer-to-peer learning is still one of the most effective methods for helping salespeople improve their skills.
9. Celebrate Wins and Boost Morale: Recognize and celebrate successes to boost morale and motivation. Acknowledge publicly when a team member closes a significant deal or reaches a milestone. Positive reinforcement helps rebuild confidence and enthusiasm for the sales process.
10. Create a Culture of Continuous Improvement: Foster a culture where learning and growth are continuous. Encourage your salespeople to read books, attend seminars and engage in ongoing training. Keeping skills sharp requires regular investment in development, and this mindset will prevent sales amnesia from recurring.
Sales amnesia can be a silent but significant problem for distribution sales teams, especially in the wake of the pandemic, when many sales teams grew complacent due to unprecedented demand. By recognizing the signs of sales amnesia and taking proactive steps to address it, you can reignite your team’s skills, rebuild momentum and ensure they are equipped to thrive in a more competitive and challenging market environment.
The key is to re-engage with the fundamentals, foster a culture of accountability and continuously invest in the development of your salespeople. With the right strategy, your sales team can overcome sales amnesia and get back on track to hitting – and exceeding – your sales goals.
Mark Allen Roberts is a senior-level sales and marketing leader, author, speaker, sales skills trainer and sales acceleration coach who writes the popular business development blog No Smoke and Mirrors.
