This case study outlines five key actions for enhancing sales resilience during the COVID-19 crisis. These include resetting expectations with realistic targets, rethinking incentives to maintain motivation, investing in sales capabilities, revamping tools and processes for digital sales, and providing clear, empathetic leadership. By focusing on long-term growth and supporting their sales teams, companies can better prepare for recovery and outperform competitors. The emphasis is on balancing short-term demands with strategic investments in people and technology.

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