At a Glance
- Boost Salesforce Effectiveness: Increase lead conversion, expand high-potential coverage, and sharpen sales cadence to drive consistent revenue performance.
- Protect and Grow Existing Accounts: Strengthen retention strategies, unlock upsell opportunities, and build deeper customer relationships to safeguard base revenue.
- Win Market Share Boldly: Identify and target vulnerable competitors with aggressive offers and decisive sales plays to capture new accounts.
- Reshape Channels for Advantage: Reconfigure go-to-market strategies and invest in direct-to-customer and digital channels to enhance reach, margin, and control.
Introduction
This article is the third in a six-part series titled “Thrive Through Turbulence,” focusing on how businesses can protect and grow revenue streams in turbulent times.
In the face of global disruptions — from inflation and energy shocks to changing market conditions and slowing demand — protecting revenue is critical. Customer behaviors are shifting rapidly, and the companies that maintain their revenue base while gaining share from weaker competitors will emerge stronger.
This article outlines four key strategic moves business leaders can take today to protect revenue and position for growth.
1. Salesforce Effectiveness (Conversion, Coverage, Cadence)
Revenue starts with the salesforce. In turbulent times, converting leads, covering the right geographies and segments, and maintaining the right sales cadence are critical. A high-performing salesforce doesn’t just defend existing business — it finds new opportunities others miss.
What You Can Do:
- Optimise Sales Conversion: Audit your lead-to-close funnel. Invest in sales training, refine value messaging, and ensure reps are using the right tools to convert leads.
- Enhance Market Coverage: Reassess whether your sales team is covering the most promising accounts and geographies. Reallocate capacity where it will deliver the most return.
- Improve Sales Cadence: Review frequency and discipline of customer engagement. Adjust contact cycles to increase share-of-mind and close rates.
Example:
A large FMCG company engaged Renoir in a project to drive up its sales volumes by improving sales productivity and effectiveness. The objective was achieved by optimising sales routes, visitation plans, and improving the conversion of contacts to customers using best-in-class management and sales tools (such as dashboards and data driven reviews). Sales volume increased by 4.5%. Read the case study.
2. Customer Retention and Upsell Strategies
Holding onto customers is more valuable than ever. In downturns, budgets tighten — but so does customer loyalty. Focusing on retention and expanding share-of-wallet with existing clients protects base revenue and creates low-cost growth.
What You Can Do:
- Segment Retention Efforts: Prioritise high-value accounts for proactive retention strategies. Co-locate staff with major clients, key account strategies, CRM strategies and raise key account service levels. Get closer to your clients.
- Launch Targeted Upsell Plays: Bundle offerings or introduce premium service tiers to expand wallet share. Use the data you already have!
- Strengthen Customer Success: Equip support and account teams to proactively manage churn risks and reinforce value.
Example:
A multi-national Telcoapplied a combination of sales training, specific upselling coaching, a motivation and control system, a focus on behavioural change, gaining staff buy-in, and a performance management system that better tracked sales – to build a culture where customer service staff were empowered and motivated to actively participate in upselling, ultimately contributing to 54% of all sales. Read the case study.
3. Aggressive Share Capture: Undercut Weaker Competitors
Downturns are a chance to grow — if you act boldly. While weaker competitors pull back, strong players can seize market share by targeting accounts likely to churn or already underserved.
What You Can Do:
- Identify Vulnerable Competitors: Map the market and identify competitors cutting back or losing ground.
- Build Target Lists: Pinpoint winnable accounts with pain points you can solve better or cheaper.
- Craft Aggressive Offers: Use pricing tactics, service guarantees, or fast onboarding to entice switching.
4. Channel Reshaping or Direct-to-Customer Models
Traditional channels may not be delivering the value they used to. Businesses must explore reshaping their route-to-market — whether by strengthening existing channels or moving closer to the customer.
What You Can Do:
- Audit Channel Performance: Assess cost-to-serve and sales productivity by channel.
- Explore Direct-to-Customer (DTC) Models: Where feasible, test DTC models to increase margin and gain customer insights.
- Invest in Digital Channels: Expand reach and improve CX through ecommerce, digital self-service, and CRM-enabled campaigns.
Example:
A global supplier of aviation parts had low sales productivity due to the many low value activities of its sales staff. A combination of fit-for-purpose digital solutions including automation, and a focus on quotation skills training delivered a 35% sales productivity improvement, increasing the gross margin by 6.3%. Read the case study.
Conclusion: Defend the Core, Seize New Ground
Revenue is the lifeblood of resilience. While others cut and retreat, businesses that defend their base and go on the offensive will capture market share and accelerate out of the downturn.
Salesforce excellence, retention discipline, market boldness, and smart channel plays — these are the practical levers that help businesses not just survive, but thrive.
Renoir Consulting helps clients execute these strategies with speed and precision. Let’s work together to build a frontline playbook with prioritised actions, and a revenue resilience plan that delivers — fast.
