How to Motivate Sales Team During Layoffs: Strategies for Engagement & Performance

Resesi dan PHK adalah saat-saat yang paling menegangkan bagi semua perusahaan. Meskipun hilangnya bisnis dan perkiraan pendapatan yang suram adalah hasil nyata dari gejolak ekonomi, PHK cenderung memiliki efek majemuk yang dapat membuat situasi yang buruk menjadi semakin buruk.

A recent study of over 4000 employees who made it through corporate layoffs discovered that the survivors' employee engagement, quality and productivity took a major blow after the layoffs. Over 74% of the respondents said their productivity had dropped, and 64% said their coworkers' performance had also declined.

Layoffs create uncertainty, disrupt workflows, and can significantly impact employee morale—especially for sales teams that thrive on motivation and momentum. When layoffs occur, the remaining sales reps may experience stress, job insecurity, and decreased engagement, making it difficult to maintain productivity.

This guide explores key strategies to rebuild confidence, foster a positive mindset, and ensure sales success—even in challenging times.

Situasi PHK

It's that time of the decade when the music begins to slow down, and the markets panic. This time, the situation got exacerbated by companies over-hiring during the Covid-19 pandemic. The threat of a looming recession by the mid of 2023 or the start of 2024 is also a contributing factor for companies going lean.

Para pemimpin bisnis memangkas biaya dengan menghentikan sementara atau menghentikan layanan, merampingkan tenaga kerja, dan menekan efisiensi maksimum dari apa yang sudah mereka miliki. Akibatnya, lebih sedikit orang yang membeli produk, dan tim penjualan kehilangan prospek pada tingkat yang mengkhawatirkan.

The psychological impact of layoffs on sales teams

Layoffs don’t just affect those who leave—they directly impact those who stay. Sales reps who survive a layoff often face:

• Increased workload: Fewer reps mean more responsibilities, territories, and quotas.
• Job insecurity: Fear of being next can create anxiety and disengagement.
• Lack of trust in leadership: Unclear communication can cause doubts about company stability.
• Lower morale and motivation: Uncertainty can make staying focused and performing at a high level challenging.

Without strong leadership, clear communication, and a structured motivation plan, these challenges can lead to decreased performance, burnout, and higher turnover rates.

How can leaders motivate their sales team during layoffs

Dengan dasar pemikiran mengapa penting untuk menjaga tim penjualan tetap termotivasi, kita akan membahas bagaimana hal itu bisa dilakukan.

1. Jaga agar rencana komunikasi Anda tetap kuat

Clear, honest communication is one of the most effective ways to reduce anxiety and rebuild trust after layoffs. Sales teams must understand why the layoffs happened, what changes to expect, and how the company plans to move forward.

✔ What leadership should do:

• Acknowledge the impact of layoffs on the remaining team.
• Share the company’s recovery plan to show stability and direction.
• Be available for questions—host open forums or one-on-one check-ins.
• Reinforce the team’s value—remind sales reps that their contributions are critical.

Keep communication strong throughout the process and be prepared to answer questions regarding the layoffs, such as who will take over the domain of the laid-off salesperson, how people are chosen for the layoff, their packages and what the future holds for the teams.

2. Continue building sales skills and capacity

During layoffs, sales teams often focus on immediate survival, but it’s also an opportunity to invest in long-term skill-building and capacity development. A strong sales team isn’t just about hitting short-term targets; it’s about being prepared for future challenges.

✔ How to foster skill development during layoffs:

• Provide continuous sales training to strengthen negotiation, objection handling, and closing techniques.
• Encourage cross-functional learning, allowing sales reps to gain insights from marketing, customer success, and operations teams.
• Offer personalized coaching and mentorship to help reps sharpen their skills.

✔ Why it works:

• Boosts morale and confidence, making sales reps feel valued and future-ready.
• Helps sales teams differentiate themselves in a competitive market.
• Builds long-term resilience, ensuring sales reps emerge stronger from difficult times.

3. Address emotional reactions and support remaining employees

Layoffs don’t just affect those who leave; they also have a psychological impact on those who remain. Some employees may feel relieved, while others experience anger, guilt, or anxiety about their own job security.

✔ How to support sales teams emotionally:

• Acknowledge the emotional impact of layoffs and provide space for employees to process changes.
• Offer one-on-one check-ins to address concerns, validate feelings, and provide reassurance.
• Provide mental health resources, including counseling services or resilience training.
• Foster peer support networks to encourage open conversations and mutual support.

✔ Why it works:

• Helps sales reps move through the stages of grief and refocus on work.
• Reduces post-layoff disengagement, ensuring team members stay productive.
• Builds trust and loyalty, preventing unnecessary turnover.

4. Prevent overburdening remaining salespeople

One of the biggest mistakes companies make after layoffs is pushing too much work onto the remaining sales reps. While some redistribution is inevitable, failing to balance workloads properly can lead to burnout, reduced performance, and higher attrition rates.

✔ How to rebalance workloads effectively:

• Prioritize high-impact tasks—focus on the most valuable accounts and leads instead of trying to cover everything.
• Automate repetitive tasks to reduce administrative burdens.
• Reassign leads strategically, considering each rep’s strengths and capacity.
• Introduce team-based collaboration, allowing sales reps to share workloads efficiently.

✔ Why it works:

• Prevents burnout and frustration, keeping reps engaged.
• Ensures high-quality customer interactions instead of rushed, ineffective outreach.
• Helps sales teams adjust smoothly to new team structures.

5. Maintain a human-centered approach to layoffs

How a company handles layoffs can define its culture and impact future retention rates. Sales reps need to feel that their contributions are valued and that the organization cares about their well-being.

✔ How to maintain a human-centered layoff process:

• Communicate openly and with empathy, ensuring employees understand why layoffs happened.
• Provide transition support for departing employees, such as job placement assistance or recommendations.
• Acknowledge the difficulty of the situation and offer time for adjustment.
• Express appreciation for remaining employees, reinforcing their importance to the company’s future.

✔ Why it works:

• Prevents a culture of fear, ensuring sales reps remain engaged and committed.
• Reduces the likelihood of top performers leaving due to dissatisfaction.
• Helps rebuild trust in leadership, keeping morale steady.

6. Provide professional development opportunities

Layoffs often make employees more focused on future-proofing their careers. Sales reps who feel that they are growing professionally are more likely to stay engaged and committed to the company.

✔ How to offer professional growth opportunities:

• Provide sales training in new domains, such as enterprise sales, SaaS, or key account management.
• Bring in industry experts for knowledge-sharing sessions and workshops.
• Offer technical training in CRM systems, data analysis, or digital tools.
• Create internal mobility programs, allowing employees to explore leadership or cross-functional roles.

✔ Why it works:

• Shows that the company invests in its employees’ growth, even during tough times.
• Increases employee retention, as sales reps see a long-term future with the company.
• Improves overall team capabilities, driving better sales performance.

7. Prioritize innovation and engagement

Layoffs often lead to resource constraints and uncertainty, making it essential to foster innovation and keep employees engaged. Encouraging sales teams to think creatively and take ownership of new strategies can turn challenges into opportunities.

✔ How to encourage innovation and engagement:

• Challenge reps to develop new sales techniques or experiment with outreach methods.
• Encourage collaborative problem-solving, giving employees a say in process improvements.
• Offer quick-hit incentives, rewarding small wins that drive performance.
• Use real-time recognition platforms to celebrate creative solutions.

✔ Why it works:

• Gives sales reps a sense of control and empowerment in an uncertain time.
• Keeps engagement levels high, preventing apathy or burnout.
• Helps the company discover new, more efficient sales approaches.

8. Build resilience within sales teams

Resilience is adapting, recovering, and maintaining performance under challenging conditions. Not all employees naturally possess resilience, but it can be cultivated through leadership, coaching, and structured support.

✔ How to strengthen resilience in sales teams:

• Set attainable short-term goals to create a sense of achievement.
• Reinforce growth mindset principles, encouraging reps to view challenges as learning opportunities.
• Provide consistent coaching and feedback, helping employees navigate difficulties.
• Encourage team bonding activities, building a strong support system.

✔ Why it works:

• Helps sales reps stay motivated despite uncertainty.
• Builds a culture of perseverance and problem-solving.
• Ensures sales teams recover quickly from setbacks.

Kualitas yang dapat membantu para pemimpin penjualan untuk tetap berada di puncak

Sementara motivasi membuat tenaga penjualan Anda tetap bersemangat sepanjang hari, semangat mereka membantu mereka bertahan dalam kesulitan. Semangat kerja mereka menentukan kepuasan mereka dan merupakan kondisi yang membentuk sikap mereka. Sangat penting untuk membangun tim dengan cara-cara seperti:

1. Komunikasi yang efektif

Untuk komunikasi yang efektif, Anda harus berbicara dengan kelompok-kelompok kecil tenaga penjualan untuk menunjukkan kepada mereka bahwa mereka penting dan lebih dekat dengan pimpinan. Jelaskan situasi saat ini dengan tepat dan alasan di balik keputusan yang diambil. Lakukan pembicaraan empat mata dengan semua staf penjualan Anda untuk memberi tahu mereka apa yang diharapkan dari mereka dan bahwa mereka adalah karyawan yang berharga.

2. Ucapan terima kasih

Jelaskan kepada staf penjualan Anda bahwa Anda memahami tanggung jawab dan tekanan tambahan yang akan mereka alami dalam beberapa minggu dan bulan ke depan. Jelaskan rencana Anda untuk menghadapi perubahan dan bagaimana Anda akan memprioritaskan tugas tambahan yang harus mereka lakukan. Akui dampak dari tindakan Anda sehingga mereka memahami bahwa Anda tidak memperlakukan mereka seperti aset sekali pakai.

3. Empati

Berdasarkan apa yang telah dikatakan sebelumnya, tunjukkan empati terhadap kekhawatiran mereka akan masa depan dan mereka yang di-PHK. Tanyakan kepada setiap orang tentang bagaimana perasaan mereka tentang PHK dan pertanyaan spesifik apa yang mereka miliki. Percakapan empat mata di sini adalah untuk memungkinkan karyawan melampiaskan pikiran dan emosi mereka dan mendapatkan kejelasan sehingga mereka tidak menjadi rentan terhadap rumor dan informasi yang salah.

4. Perhatian yang terfokus

Ketika mendiskusikan PHK dan masa-masa sulit di masa depan, selalu jaga agar nada bicara tetap positif dan berorientasi pada masa depan. Dalam jangka pendek, tenaga penjualan akan menghadapi lebih banyak kesulitan untuk mendapatkan prospek dan mengonversi prospek. Namun, ini juga merupakan kesempatan mereka untuk mengasah kemampuan mereka di masa-masa sulit dan berkembang sebagai tenaga penjualan.

5. Pengawasan

Tenaga penjualan Anda harus tahu bahwa orang-orang di tingkat manajemen selalu siap sedia untuk mendiskusikan masalah, pertanyaan, kinerja, dan masa depan mereka. Mereka juga dapat berinteraksi secara bebas dengan manajemen untuk mempelajari cara mengatasi hambatan menuju kesuksesan.

6. Apresiasi

Tunjukkan apresiasi dan ucapkan terima kasih dengan tulus kepada semua tenaga penjualan terbaik Anda yang telah menjaga bisnis tetap bertahan. Ekspresikan keyakinan Anda bahwa hubungan mereka dengan Anda sangat dihargai dan upaya mereka akan dihargai dengan baik.

Examples on how big companies managed to stay afloat during layoffs

Berikut ini adalah beberapa contoh bagaimana berbagai perusahaan memotivasi karyawan mereka di tengah pasar kerja yang dinamis:

1. Gaya Hidup boAt

Sebagai pembuat produk audio konsumen dan perangkat yang dapat dikenakan, kapal ini adalah salah satu merek paling populer di dunia. Perusahaan ini memahami bahwa untuk memiliki tenaga kerja yang terlibat dan termotivasi, mereka perlu merasa terhubung dengan misi dan tujuan perusahaan.

Mereka memiliki jam tambahan untuk percakapan karyawan sehingga pimpinan mendengarkan apa yang dikatakan karyawan.

2. upGrad

upGrad adalah platform online untuk pendidikan tinggi. Platform ini menyediakan pelatihan yang relevan dengan industri yang ketat bagi para pekerja baru, pekerja berpengalaman dan bahkan mereka yang ingin memulai karier baru. Perusahaan ini membuat tenaga kerja muda mereka termotivasi melalui tantangan yang sesuai dan proses pembelajaran peer-to-peer yang inovatif, bukan hanya pelatihan biasa.

Mereka percaya bahwa visibilitas ke dalam ruang peluang untuk pekerjaan yang memuaskan adalah kunci untuk mempertahankan bakat mereka. Membangun komunikasi yang kuat dengan karyawan juga merupakan cara mereka untuk memotivasi.

Empowering sales teams with Compass: Motivation beyond the numbers

In times of uncertainty, sales reps need more than just motivation—they need clarity, transparency, and confidence in their earnings. Layoffs can create doubt and disengagement, making it essential to have a system that keeps sales teams focused, rewarded, and driven. That’s where Compass comes in.

Compass isn’t just another sales performance tool—it’s a game-changer for keeping sales reps engaged and productive, even during difficult times.

• ✔ Automated commission tracking: No more confusion or disputes over payouts. Reps see their earnings in real time, keeping them motivated to close deals.
• ✔ AI-powered nudges: Timely reminders and performance insights help sales teams stay on track and identify opportunities to maximize their earnings.
• ✔ Gamified leaderboards & incentives: Healthy competition fuels engagement, pushing reps to hit milestones, outperform targets, and stay focused on results.
• ✔ Seamless integration with sales tools: No extra admin work—Compass connects with your CRM, so reps spend more time selling and tracking numbers less.

💡 Motivation isn’t just about rewards—trust, transparency, and giving sales teams the tools they need to succeed. With Compass, sales reps stay engaged, confident, and performance-driven—even in times of change.

Want to keep your sales team motivated and performing at their best? Try Compass today!

Kesimpulan

Layoffs create significant challenges, but strategic leadership, transparent communication, and employee-focused initiatives can keep sales teams motivated, engaged, and productive.

✔ Support skill development to build long-term sales capacity.✔ Address emotional reactions to rebuild morale and trust.✔ Balance workloads to prevent burnout.✔ Offer professional growth opportunities to keep reps invested.✔ Foster innovation and engagement to maintain high energy levels.✔ Strengthen resilience to help sales teams adapt and thrive.

By implementing these strategies, businesses can retain top sales talent, drive revenue, and create a stronger, more motivated team—even in challenging times.