Managing sales in crisis: strategy and tools

In difficult managing conditions for any business, the most pressing issue is the drop in sales. Each entity begins to work out its own anti-crisis strategy and devise new techniques and technologies for selling products as well as methods for stimulating consumer interest. Consequently, the aim of this article is to develop a sales strategy under recessional managing conditions. The study identifies the main constraints due to the difficult economic situation in the country and defines the key sales indicators that need to be monitored in a crisis. The author’s approach to the formation of the main tools and stages of building a sales strategy in crisis economic conditions in Russia is presented. It is noted that its implementation will allow the organization to minimize losses, gain a stable reputation and maintain its position in the market.