5 Principles & Mindset For Your Sales Team During This Crisis

BY Brandin Bursa
3/27/2020 - COVID-19

In an effort to continue to try and provide our members with resources that are easy to consume, and relevant to their own businesses, we are taking some information that has been developed and trying to “pare it down” as much as possible so you can easily find the identified portions that are most beneficial.

One resource that has been created in the wake of the COVID-19 virus is a video series developed by Dirk Beveridge from UnleashWD. In this particular video, “5 Principles & Mindset For Your Sales Team During This Crisis”, Dirk discusses leading a sales team during the pandemic.

We have taken some time to pull some of the highlights and identify some important items that were covered, and then time stamp the video for easy access to everything that was covered in the video.


The sooner we accept the fact that COVID-19 is an unprecedented event, the sooner we can start developing a plan on how to deal with it.

This situation calls for gathering your top organizational leaders and allowing the power of collective genius to shine through. By engaging as a team and incorporating different levels of leaders in the discussion, you gain a more thorough insight into your business. This insight highlights what areas need the most focus and what areas present the greatest opportunities.

Remaining strategic-minded is very important. Our natural tendency may be to retract during uncertainty, but the businesses that will emerge from this crisis stronger than before will be the ones who recognized growth opportunities and set forth a plan to capitalize on them. Identify what the true strengths of your business are, how to best utilize them and with whom.

In rapidly changing times, action over perfection can be the best approach. This does not give you the green light to operate recklessly, rather it grants you the ability to make corrections on the fly. There will be some bumps along the way, but the value you provide in a timely matter will be what your customers remember.

Now may not be the best time for traditional sales approaches. This is a moment where customer service is of even greater importance than normal. Your customers are going through this pandemic just as you are. Their time and resources are strained and the last thing they need is a sales pitch for an additional product or service. What they need are solutions. Ask yourself before you interact with a customer, “Am I adding value with what I am about to say?” If you can confidently say yes, go for it! If not, you may want to table the conversation for a later date.

If you could be a fly on the wall at your customer’s office today, what type of things would you hope they are saying about your business? Would you hope they used words like responsive, respectful, flexible and reliable? Those are adjectives businesses should all be striving to live out each day, but during times of strain, the little things become even more important. By staying customer focused, you will be attuned to their needs and expectations both during the pandemic and after it has passed.

Framing this negative situation as an opportunity for growth can be a tremendous boost to your team’s morale. It can be easy to forget that the employees who make up our businesses are individuals with fears and uncertainties. When we spend too much time focusing on all the negative events occurring, it can cloud our ability to see the bigger picture. That is not saying we should diminish or belittle the coronavirus, but we cannot allow it to paralyze our ability to build toward success and growth.

Video Timestamps:

2:30 - Principles to Guide Us

9:00 - Strategic Approach

18:05 - Opportunistic Mindset

26:30 - Sales Tactics

About UnleasedWD's video series

At UnleashWD our purpose is to unleash the human spirit.  And during this unprecedented time we felt compelled to support the UnleashWD tribe and our association partners with the right mix of inspiration and timely, relevant information.  We reached out to our network of wickedly smart subject matter experts to provide the sessions below.  In the words of one attendee - “This was amazing.  You’ve changed our day tomorrow.  We’ll be on the attack!”

We are a design, innovation, and strategy firm who transforms legacy distributors into nimble and innovative market leaders.  What you are about to experience is designed to unleash your spirit so like the individual above decided, you too will be on the attack!

We are here to support you through these next few months and beyond.  If we can do anything for you please reach out directly to either of us.

Dirk Beveridge                      Bethany Hepler
Founder                                VP of Design
dirk@unleashwd.com           bethany@unleashwd.com