What you should do immediately

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Use your soft skills to show them that your business will continue.

Reach out to your most important customers and let them know that your relationship with them goes beyond a sale. Start by discussing the status of their orders, shipping, inventory, and payments.

Ask about their businesses and what they're doing to mitigate the impact of the crisis. Show empathy. Even if this doesn't lead to an immediate sale, it's a step toward building loyalty and applying the relationship selling method.

Update people frequently at your workplace, on your website, in your email newsletter, on your community pages , and on your social media channels. Share:

The steps you're taking to keep your business afloat
Changes in your work, customer service, or reception schedule
Your contribution to help the community in general
If your physical store isn't open, but you sell online: Share this with customers. Remind them they can find what they need on your website. To keep your customers happy and your sales flow flowing , offer discounts or free shipping.

Talk to shareholders and investors

It's key to stay in touch with shareholders and investors during unstable times. They'll want to know if their investment is secure and what measures you're taking to manage risks.

It's best to hold an in-person meeting or a video conference. If that's not possible, prepare and submit a detailed report highlighting:

The good performance of the business so far
Real examples of crises that your company or similar companies overcame in the past
The risk management measures or adjustments to the business plan they are taking to control the situation (more on this later).
Remember to maintain a positive attitude. Stick to the facts and provide information whenever possible.


Make sure you set up your CRM dashboard and other tools to bc data america analyze the health of your business. You can use them to review data from your sales, marketing, and customer satisfaction teams and create an action plan.

With your CRM, you can view performance metrics, sales revenue, average deal value, and MRR (monthly recurring revenue). It will also help you:

Create more accurate sales forecasts
Reduce manual data management (especially if you're working with fewer staff)
Adapt your sales processes to make them more effective
By segmenting each sales rep's data, you can discover the activities that yield the most results (cold calls, email follow-up, etc.) and replicate them.

What to do when B2B deals are postponed or canceled

It's inevitable that some B2B deals come to a standstill when a crisis hits. In these cases, encourage your team to view them as an opportunity to improve their sales techniques .