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How to Lead a Sales Team in an Economic Downturn

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Orders are down. Margins are down. Morale is down. It’s difficult being a field salesperson right now, but it might be even more difficult being a sales leader. Temporary measures are running out and the front office is calling for help. As a sales leader, it’s time to take action to meet your mid-term challenges and position your sales pipeline for the post-Covid environment. What tactics and behaviors should you be considering? And whose advice should you listen to? How about a successful CEO with a proven record of outside sale excellence?

This episode of the Asher Sales Sense Podcast – “How to Lead a Sales Team in an Economic Downturn” – features host Kyla O’Connell with guest Steve Benson, CEO of Badger Maps, the number one route planner for field salespeople. Before founding Badger Maps in 2012, Steve was Google Enterprise’s Top Sales Executive Globally. He hosts his own podcast, “Outside Sales Talk”, where he interviews industry experts on their top sales tips. Steve is also the President of the “Sales Hall of Fame.”

What changes do sales leaders need to make in their behaviors in a time of crisis to keep revenue flowing? What can a sales leader do to keep margins from compressing? What coaching do field sales reps need? How should sales leaders respond to internal pressures to reduce costs? What about recruiting in a down economy? What trends are already evident for the post-Covid economy? How should sales leaders be communicating and what message adjustments need to be made? Tune in to learn the answers to these questions so you can keep your sales team on top of a down economy.

About Kyla's guest:

Steve Benson is the Founder and CEO of Badger Maps, the #1 route planner for field salespeople. After receiving his MBA from Stanford, Steve joined Google, where he became Google Enterprise's Top Sales Executive Globally in 2009.

In 2012 Steve founded Badger Maps to help field salespeople be more successful with multi-stop route planning. He also hosts the Outside Sales Talk podcast where he interviews industry experts on their top sales tips. Steve is also the President of the Sales Hall of Fame.


Asher Sales Sense is hosted by John Asher and Kyla O’Connell of ASHER Strategies which is a program on the Funnel Radio Channel.  ASHER Strategies is the sponsor of ASHER Sales Sense. 

ASHER Strategies   Funnel Radio Podcast Channel by the Funnel Media Group, LLC

How to Spend Less Time Researching and More Time Selling

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Years ago, John Asher identified a major problem in the shift from prospecting to selling: insufficient research. Many salespeople try to make the first contact with potential buyers without doing the homework necessary to even get a meeting, let alone build rapport. It's frustrating to Google someone or some company and get sent to sites that don't quickly give you what you need. It's especially troublesome when you want to get a contract with a publicly-traded enterprise. So much data, so little help. What if there was a search engine specifically designed for salespeople?

The June 18th Asher Sales Sense Podcast – “How to Spend Less Time Researching and More Time Selling” – features host Kyla O’Connell with guest Joe Benjamin, CEO and Co-Founder of CheetahIQ. After years of leading sales development and automated research processes for leading companies, he co-founded the CheetahIQ computer software company, where he’s also a Founder in Residence of the Antler Venture Capital Program in the New York City area. In Joe’s words: “Information sources are fragmented and the amount of info to sort through can be overwhelming. We’ve aggregated news, podcasts, and more, so you can find the most relevant and interesting info to leverage for outreach and meeting preparation.”

What research sources should enterprise salespeople look at? What are the most overlooked research sources for enterprise salespeople? What makes 10-K annual reports and corporate earnings calls valuable to salespeople? How can salespeople use job postings to gain communication insights? What can you learn from a podcast by a business leader? Tune in on June 18th to learn the answers to these questions so you can spend more time doing what you do best: selling.

About Kyla's guest:

Joe has wide experience in sales and business development for consumer insights and marketplace companies. He was most recently Head of Sales for Storefront, the AirBNB of commercial real estate, and also worked as Director of Sales for Upfront Analytics, using mobile games to collect consumer insights for F500 brands. As general manager and head of sales of Trybe where he assisted enterprise companies with automated consumer research processes. Joe was a Founder in Residence of the Antler Venture Capital Program in the New York City area, helping entrepreneurs find co-founders and funding.

In January of 2020 he co-founded the CheetahIQ computer software company in New York:

“CheetahIQ is the fastest way to research your sales prospects. Information sources are fragmented and the amount of info to sort through can be overwhelming. We're solving that with the first research platform built for salespeople. We’ve aggregated news, podcasts, and more, so you can find the most relevant and interesting info to leverage for outreach and meeting prep. Your research can be done up to 10X faster than before, which means you'll have more time for quality touches, you can book more meetings, and neglect fewer accounts.

Joe holds BA in Finance and Juris Doctor, Law degrees from Florida State University.


Asher Sales Sense is hosted by John Asher and Kyla O’Connell of ASHER Strategies which is a program on the Funnel Radio Channel.  ASHER Strategies is the sponsor of ASHER Sales Sense. 

ASHER Strategies   Funnel Radio Podcast Channel by the Funnel Media Group, LLC

The Five Most Common Mistakes in Sales

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If you’re new to sales you’ve quickly discovered it’s a lot harder than it looks. You also could be struggling in your current sales position and don’t know why. Since you’re both professionals either coming to the plate for the first time or in a slump with a low batting average, why not listen to some tips from a professional sales coach? That’s what professional baseball players do. They listen to the advice of coaches and focus on fixing the most common errors. Salespeople would do well to follow such advice.

The May 21stAsher Sales Sense Podcast – “The Five Most Common Mistakes in Sales” – features host Kyla O’Connell with guest Steve Johnson. He’s a retired Navy admiral with decades of experience as a government customer, business leader, and CEO advisor. Steve’s a senior sales trainer and facilitator for Asher Strategies and President of SBS Consulting, providing business process, management, and leadership expertise. 

What’s the relationship between leadership and sales? How important is process to sales success? Why should sales and marketing professionals give a lot of attention to qualifying leads? How vital is trust in the sales process?  How can you build rapport with a buyer who won’t spend time on small talk? What makes role-play between sellers and buyers more effective? Tune in on May 21st to learn the answers to these and other questions and smash your sales goals.

About Kyla's Guest: Steve Johnson

Senior Sales Trainer and Facilitator at Asher Strategies

I am a senior trainer and facilitator with special expertise for the military and government customers of ASHER. I provide strategic planning, senior program management, subject matter expert, and sales and marketing-consulting services to commercial customers, government organizations and program offices, and educational institutions.

President, SBS Consulting Inc.

SBS Consulting provides strategic planning, senior program management, executive coaching, process improvement, subject matter expert services, and sales and marketing-consulting services to commercial customers, government organizations and program offices, and educational institutions.

I am a business adviser, executive coach, and facilitator with a passion for making a difference in the professional success and personal lives of business and not-for-profit executives.

I have lived in leadership roles for my entire life. For the last 10 years of my military career, and for my entire post-military career, I have successfully led large and small programs and businesses, with profit-and-loss responsibility for budgets ranging from $1M to $450M. Early in my post-military career, I became a student of leadership, management, and selling psychology and still teach and facilitate in those areas.

My personal passion is making a difference in the lives of those around me, through my coaching, facilitation, consulting, and training; and through my involvement in community initiatives that make the world a better place one life and one business at a time.


Asher Sales Sense is hosted by John Asher and Kyla O’Connell of ASHER Strategies which is a program on the Funnel Radio Channel.  ASHER Strategies is the sponsor of ASHER Sales Sense. 

ASHER Strategies   Funnel Radio Podcast Channel by the Funnel Media Group, LLC

Account Based Marketing in Challenging Times

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You’re working remotely during this interruption of normal business transactions. Instead of dashing to strategy sessions and prospect meetings and spending hours in transit, you are either staring at your computer screen or cleaning out closets. A better use of this bonus time would be to relook at how you are connecting with your customers. Perhaps you should consider Account-Based Marketing (ABM) to adjust to market realities. ABM turns the traditional funnel upside down and is delivering higher ROI than most other forms of marketing. Come hear why everyone is talking about Account-Based Marketing.

The April 16th Asher Sales Sense Podcast, “Account-Based Marketing in Challenging Times,” with host Kyla O’Connell features Gail Walls, Senior Funnel Management and ABM Certified Strategist at Communica, a full-service advertising, marketing and PR firm in Columbus, Ohio.

What’s a precise definition of Account-Based Marketing? What’s an example of how it can be used? Is this a complete shift of strategy in terms of sales and marketing campaigns? What’s the data on success rates? Is there a typical process to develop an ABM strategy? Tune in on April 16th to hear Gail Walls answer these and other questions and find out why ABM just might be your company’s certain play for these uncertain times.


Asher Sales Sense is hosted by John Asher and Kyla O’Connell of ASHER Strategies which is a program on the Funnel Radio Channel.  ASHER Strategies is the sponsor of ASHER Sales Sense. 

ASHER Strategies   Funnel Radio Podcast Channel by the Funnel Media Group, LLC

Harnessing Neuro-Linguistic Programming to Reframe Price Objections

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Let’s demystify Neuro-Linguistic Programming (NLP) so we can sell more stuff. NLP has an imposing name, but it’s not really rocket science. It’s only “brain language” and knowing how to communicate with it can elevate your sales game to the elite level - especially if you combine it with practical applications. Price objections, for example.  You can use NLP to shift the customer conversation from price to value. And what salesperson doesn’t want to do that?

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Building Best Practice Product Knowledge Training

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Being Vice President of Sales is a tough job. You’ve climbed your way up in the organization not only through your innate talent as a salesperson but also through your organizational skills. Now’s the hard part: building a sales team that’s as good or better than you at bringing in new clients. You’ve hired the best people you could find, evaluating their natural aptitude, past performance, and fit into your company’s culture. Now what? Send them right out to the field? Maybe that’s rushing it a bit. More likely than not, it’s best to first spend time preparing your hunters to hunt.

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The Absolute Digital Marketing Basics Your Company Needs - Hube Hopkins 9 Minute Podcast

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How much should you be investing in digital marketing? What kind of ROI should you expect to receive and how can you measure it? If you’re not sure of the answers, listen to this episode of Asher Sales Sense.

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8 Minute Wake Up Call to Sales and Marketing: You are no longer in control.

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This is an excerpt from an episode in October. Here's the punchline: What's the cost of doing nothing? Is it something that I can just ignore? Probably more specifically, the question that should be asked is, what if I don't do anything about this but my competitors are doing it? Well, you're all competing for the same buyers.

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Build Brand Invincibility by Being Crisis Ready

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Add the ASHER Sales Sense skill to your Alexa capable device to play the most recent or choose from a list.

Your employees are working hard, your customers are delighted, and all’s well. Or is it? Are you and your management staff just a moment away from a crisis? Are you prepared for what can come at you in the blink of an eye and wipe out the value you’ve worked so hard to build? Or do you have a roadmap to business invincibility?

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How Italian Studies Opened the Door to the US Post Office - 8 minute podcast

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This short episode is part of the complete episode:

From Bagels to Boardrooms: My Personal Journey in Business Development

In this selection, Kyla and Wendy discuss the way Italian Studies paid off to position Taradel as the solution for the US Post Office and other postal services around the globe.

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