Navigating your sales team through a crisis is the ultimate litmus test for any aspiring sales leader. It's during these tumultuous times that your sales leadership skills are truly scrutinized. Having led sales teams through the dot-com bubble burst, the mortgage meltdown, the Great Recession, and the Covid-19 pandemic, I've distilled 5 invaluable lessons I've learned on how to be a better sales leader when the shit hits the fan.

1. Acknowledge the Problem: Facing Reality with Transparency

In a crisis, denial is a sinking ship. Your sales team can sense it. Embrace transparency, but it's not about dwelling on the negative. Instead, inspire your team to see the bigger picture and discuss actionable steps. Acknowledge the problem, share the challenges, and let them know that you're in it together.

Pro tip: Transparency doesn't mean painting a grim picture. It's about showing a clear path forward to the best of your ability.

2. Be Decisive: The Power of Quick, Informed Decisions

Waffling is a luxury you can't afford in a crisis. Sales leaders need to be decisive. Make your sales managers decision-makers. Provide a mission, a role, and a sense of ownership. Effective crisis management hinges on quick, informed decisions. Indecision leads to chaos; decisiveness instills confidence.

Pro tip: Decisiveness doesn't mean rash decisions. It's about being swift and well-informed.

3. Cut Red Tape: Streamlining Decision-Making

In a crisis, bureaucracy is your enemy. Cut through the red tape. Establish a priority list, empower frontline sales managers to make decisions, and prioritize low-impact decisions first. Streamlining decision-making reduces friction points, enabling your team to act swiftly and effectively.

Pro tip: Simplify processes for faster responses. The more streamlined, the more agile.

4. Don't Ditch Empathy: Balancing Toughness with Compassion

In challenging times, your team needs more than directives; they need you. Don't mistake empathy for weakness. Step up as a sales leader and show your sales team that you care without compromising on team goals. I've learned that balancing toughness with compassion is the hallmark of a great sales leader in a crisis.

Pro tip: Empathy builds trust, a crucial component in crisis leadership.

5. Adaptable Communication: The Art of Reiteration

Communication is the glue that holds everything together. Have a solid communication plan in place. Communicate early and often. Repeat it. Then repeat it again. It's okay if your message has to change; what's important is that it remains clear and consistent.

Pro tip: Adapt your communication style to the evolving situation. Clarity is key.

The qualities demanded of sales leaders in a crisis are distinct from those needed in normal circumstances. We can't always control our circumstances, but we can control how we react and deal with situations.

Remember, it's not a matter of "if" but "when" you'll have to lead your sales team through a crisis. Learning these sales leadership skills now will not only prepare you for future challenges but also elevate your effectiveness in navigating the unpredictable waters of leadership.

And one more thing, if you'd like to read about my personal sales leadership learning lessons and screw-ups, check out my book here.