Sales Hall of Fame President on Selling Well During a Pandemic

Sales Hall of Fame President on Selling Well During a Pandemic

Even on lockdown during the Covid-19 pandemic, 8 out of 10 salespeople are still on the road visiting customers and prospects. That’s according to Steve Benson, CEO of Badger Maps, the #1 sales mapping and routing tool.

Badger Maps is a clever little app that helps make those sales trips by trains, planes, and automobiles more efficient using smart GPS routing and an understanding of your call goals. So, that’s where our conversation started in this week’s podcast, which you can listen to above.

But since Steve is also the president of the Sales Hall of Fame and host of the Outside Sales Talk podcast, we quickly tapped into other areas of Steve’s expertise in sales. Below is a quick outline of our conversation. Dive in!

4:30  –What are the new challenges a sales leader needs to overcome in a bad economy that they might not have been thinking about before? And how can they overcome them? 

  • Desperate competitors
  • Customers behaving differently
  • Margin compression

13:50 –What do you think are the areas that reps commonly need coaching in a down economy?

  • Uplevel their skills through training:
    • Negotiating
    • Value selling
    • Defending margin
    • How you’re better than your competitors (see an example how here.)
    • Pipeline building

16:15 – What if the CEO comes to you and says you need to downsize the sales department? 

  • Push back and say no – and Steve gives some good guidance on how to do that
  • Cut weakest performers, don’t cut salaries across the board
  • Lower base salaries, not bonuses
  • Got to a 4-day work week
  • Ask the team how they would respond — what ideas do they have? Survey them.

23:48 – Steve shared two quick stories about some of the most insightful sales wisdom he learned from other sales experts. I won’t spoil it for you. Give a listen. It’s worth it.

It was an insightful conversation. Click play above and join us!

You can find Steve on LinkedIn at

And if you’re interested in learning more about Badger Maps, you can get an extended free trial by mentioning you heard Steve on this podcast. Reach out to his team at

Click these links to subscribe to this podcast on iTunes or Stitcher, or Podbean.

Paul Smith is one of the world’s leading experts on business storytelling. He’s a keynote speaker, storytelling coach, and bestselling author.

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One Response

  1. Sorry Paul,
    I am an avid fan of your podcasts, always something to keep.
    This podcast is a stark contrast to the sister session What Drug Addiction Taught Me About Being a Better Leader.
    This podcast was boring and offered very little beyond the obvious.
    The What Drug Addiction Taught Me About Being a Better Leader podcast had all sorts of rough edges to chew on – keep up the great work!

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