There is more change going on in businesses around the world than at almost any time since the Great Depression. At present, the debate is whether there are ‘green shoots’ appearing or not. A lot of column inches and IQ points have been dedicated to this debate, and it makes fascinating reading. Within the pages of renowned publications such as the FT or HBR you find many experts arguing their position with complete conviction. But which ones are right? Wait five years, and I’ll tell you.

The reality is that every business has to continue to critically evaluate its business model to ensure that it is as fit as possible to deal with the future, whatever that future turns out to be. Many businesses have dealt with an initial round of cost cutting – trimming the fat of the good times in many cases. The best business though will use the current economic situation to take a thorough look at every aspect of their business to see if it can be done better, faster or cheaper; sales operations are no exception.

The unpalatable truth is that in these uncertain times, management at all levels are more open to change than they were even 12 months ago. In addition, those organisations that make the right decisions now will emerge as the green shoots take off able to deal with their customer base in an efficient, effective and economic way. So, please, don’t simply carry out some cost cutting and think that your job of dealing with the current economic situation is done. Think long and hard about what your customers really want from you – where do you add value (they will pay for), and where are you best to focus on a transactional model?

Take this opportunity to get to grips with the changes that need to be made. If you don’t do it, your competitors will.