Entrepreneurs must reflect on their sales role and get into action! Especially during Covid-19

This article presents seven actions to owner-managers of SMEs about what they should do on the sales side to get their companies and their customers through the crisis. The overarching theme is not to wait but to get into action!

To let your business survive the COVID-19 epidemic, you must be a true friend to your loyal customers. Covid-19 has hit hard on our society. And to say the least, Small- and Medium-Sized Enterprises (SMEs) worldwide are not spared in this (Cowling, Brown, & Rocha, 2020).

Although governments in western societies are financially supporting SMEs, business failures are unavoidable during the coming months and after the epidemic. How fast and to what extent owner-managers will overcome this crisis is influenced by their attitude and behavior on the personal selling role. They need to engage with their customers proactively.