3 years ago
October 29, 2020

How To Prepare Your Sales Team For the COVID Second Wave

The second wave of COVID-19 is upon us. As we see confirmed cases continue to grow and with winter in the not-too-distant future, there is some cause for concern. While…

Rhys Metler

The second wave of COVID-19 is upon us. As we see confirmed cases continue to grow and with winter in the not-too-distant future, there is some cause for concern. While we don’t know exactly what a second wave of the virus will look like and entail, sales managers need to prepare themselves and their teams. You not only need to be mentally prepared for a long winter, you also need to be ready strategically to keep sales at a reasonable level amid the pandemic.

Use the following advice from Toronto sales recruiters to position yourself well to survive the second wave of the coronavirus pandemic and beyond:

1. Stay on Top of Developments

This is obvious. As a sales leader, you need to stay on top of the latest developments surrounding the second wave. Pay attention to the case numbers nationally and locally. Stay up to date with how the latest COVID-19 wave is impacting your customers, supply chain, and all other factors that could create issues for your sales team.

Are new government regulations or restrictions being considered? If so, how will they impact your job and the job of your team? Confer with senior management and get the support, resources and insights you need to be agile. Being prepared and ready for anything can help you quickly adapt to changing circumstances.

2. How Well Did You Manage the First Wave?

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There is a lot to be learned from everyone’s initial response to the coronavirus. What mistakes were made? What were your successes? Speak with your sales team, business partners, and other sales professionals within the organization to find out what worked and what didn’t. Start working on strategy improvements now so you don’t repeat the same mistakes. This will help you be in a better position for when the second wave fully takes effect, and it can help lessen the impact on business.

3. Prioritize the Safety of Your Sales Team

We all know you are only as strong as your sales team members. Ensuring your reps are safe is paramount. Your reps are looking to you for guidance. It’s important to prioritize communication with your team about everything COVID-19 related. Be transparent and be clear about the steps you are taking to ensure their safety and wellbeing.

Obviously, some industries and types of sales jobs have greater exposure than others. Take steps and apply what you learned from the first wave of the virus to take care of your team.

Here are some things you can do:

  • Offer additional coaching
  • Promote wellbeing, assess the stress and anxiety of your team
  • Provide additional and ongoing health and safety training
  • Ensure your sales team has the resources they need to be successful
  • Cut them some slack when appropriate. It’s a stressful time for everyone
  • Be flexible when you can be (staggering shifts, work from home opportunities)

4. Changes to Sales Process/Business Model

It’s obviously not business as usual for you or your customer base, and it won’t be for the foreseeable future. You’ve probably made changes to your sales process and business model already. You’ll likely need to continue to do so in the second wave as well to adjust to the changing needs of your customers. You’ll need to consider:

  • Will budgets get cut? Will budget cuts affect operations?
  • Will you have to lay off sales reps? If so, how many? For how long?
  • Where should you strategically focus your sales efforts?
  • Are there specific products or services that get priority?
  • How can you stay agile?

Consistently assessing how you do business has never been more important. A strong continuity plan is essential.

5. Touch Base With Your Customers

Many of your customers are experiencing the same challenges as your organization. They are shifting how they do business, their needs are changing and they are making decisions to keep the doors open. Support your customers by providing them with great service. It’s time to provide that added value you always talk about. Go above and beyond. Make them feel like your number one priority. Set this direction with your sales team and help them execute it. This will help you maintain the customers you have and minimize drop off because of the second wave.

6. Prepare for the New Normal

How things will play out in the future is still to be determined. We need to prepare for the new normal. This isn’t the first crisis we’ve faced and it will not be the last. Take the lessons you learned from COVID-19 and continue to apply them to stay proactive rather than reactive.

Read More on Our Sales Recruiting Blog

5 Effective Ways to Manage Your Sales Team During a Crisis

How to Motivate Your Sales Team to Survive a Tough Market

6 Ways Your Sales Hiring Strategy Must Change Post-COVID

7 Creative Ways to Close More Deals During the COVID Era

6 Tips to Better Serve Your Customers During Economic Uncertainty

SalesForce Search is a Toronto sales recruiting company that specializes in the recruitment and placement of sales professionals. We recruit salespeople in every sector of the economy including, software, manufacturing, financial services, and medical devices. Find the right salesperson for your organization, start your search here.


Rhys Metler

Rhys is a tenacious, top performing Senior Sales Recruiter with 15+ years of focused experience in the Digital Media, Mobile, Software, Technology and B2B verticals. He has a successful track record of headhunting top performing sales candidates for some of the most exciting brands in North America. He is a Certified Recruitment Specialist (CRS) and has expert experience in prospecting new business, client retention/renewals and managing top performing sales and recruitment teams. Rhys enjoys spending quality time with his wife, son, and daughters, BBQing on a hot summer day and tropical vacations.