Economic recovery and sales: uneven impact between sectors


The Covid-19 pandemic has significantly impacted the way we live and consume. With that, of course, all sectors felt, in some way, its effects. Now, after some time, we can finally start talking about the recovery of the economy and sales in some segments and evaluate the next steps.

We now know that some branches were severely affected by the situation, while others face less serious consequences. It is true that this difference in the proportion of impact reflects the current moment of companies. But there are also other important factors that make this recovery uneven.

Our idea in this article is to understand how the economy and sales are recovering for the various sectors, what are the main challenges of this moment and what types of practices can be beneficial to return to sales and accelerate this new moment.

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Resumption is uneven in different sectors

To understand the pandemic’s marks and assess the current market situation, Itapúa Nuisance carried out a survey, in which it analyzed 14 sectors of the Brazilian economy. The study was released by Estrada and showed that the recovery that we are beginning to see here is extremely uneven.

According to the survey, among all those analyzed, only four sectors have managed to overcome the impact and demonstrate a good recovery. Are warmer:

  • Agribusiness;
  • Some areas of civil construction;
  • Food sector;
  • Some technology segments.

Agribusiness is the leader in the economic recovery. However, it is worth considering that it did not suffer a strong impact due to the crisis. The country’s record grain harvest and high global demand, as well as the devaluation of the real, ended up boosting the sector at just this critical moment.

Benefited by the release of emergency aid, the retail and food industry grew in the second quarter. The context was also favorable for the technology niches that operate with online sales and delivery apps.

Finally, the recovery of civil construction is mainly due to housing demand. Both new property sales and renovations positively impacted the building materials industry in this period.

So, if your company is part of one of these sectors, or if you conduct B2B sales with them as a focus, the next few months will probably be more promising. And it pays to improve strategies for capturing customers. See below for some tips:

Most sectors face challenges for the recovery of the economy and sales

Also according to the survey, at the other end of the thermometer of economic recovery and sales in Brazil, that is, in the coldest part, are:

  • Tourism sector;
  • Airlines;
  • Automotive branch.

The apparel and electronics sectors are in a warm zone and are beginning to rehearse a recovery in sales. However, like the cooler ones, they also face several challenges, in addition to doubts about the future.

Added to this, some companies were taken by surprise by the reheating that began to take place in May and were unable to reorganize in time. Thus, we are seeing demand for some items exceeding their production. This is the case of cell phones, textiles and refrigerators, for example – which affect both the B2C and B2B consumer chain.

Lack of inputs worries several segments

The mismatch between demand and supply capacity and the lack of inputs are also a problem for other branches of the economy. The accelerated return of industrial activity ended up with inventories and resulted in the lack of an extremely important item for several sectors: steel.

It turns out that many companies that were forced to slow down or even pause their operations ran out of cash. For this reason, for the time being, they can only liquidate inventory or, at most, sell in advance.

This caused the scarcity of other inputs as well, such as cardboard and plastic and, consequently, generated a readjustment in their prices and an increase in the costs of those who need these items.

For organizations that somehow need these products in their production and distribution chain, attention is also needed to reconcile the increase in demand and cash flow.

How to accelerate the recovery and resume selling?

Due to the crisis triggered by the pandemic, most companies were forced to take measures to reduce losses as much as possible and avoid the worst. Many had to take credits, reduce salaries and cut staff, for example.

However, it is a fact that some managers dealt better than others with all the obstacles that presented themselves to their business. This is the case of those who managed to take advantage of the reheating in a more satisfactory way and embarked on the opportunity to sell again.

In this sense, there are companies that are in the warm and cold zones (or supply to other companies that are there) and are managing to have good results, despite the unfavorable scenario.

These actions can — and should — serve as inspiration for implementing a strategic management focused on the rehabilitation of your business. So, now let’s talk about some of the attitudes that make some enterprises in impacted sectors do better in relation to their competitors.

Customer portfolio and database

Companies that have built a strong customer base are certainly running ahead of this recovery in the economy and in sales. That’s because they already have a set of loyal customers who follow them and regularly buy their product or service.

Furthermore, having a database, not only with contact information but with all sales histories, makes a big difference in this context. Therefore, it is equally important to have a tool that helps in managing the customer base, such as CRM systems.

In fact, research carried out by Agenda on the impact of the pandemic on B2B and B2C commerce showed that organizations that make use of CRM platforms were less affected by the crisis.

Learn how a CRM and commercial management platform transforms sales operations:

Customer relationship

By the way, here we have another important factor for the recovery at this moment: the bet on the relationship with the customer. Companies that stay close and build an active relationship with their audience, in addition to creating a beneficial connection, are able to take a closer look at changes in the behavior of these consumers, for example.

It is possible to improve in this regard by implementing a good customer relationship program. If you want to know more about how to build one, we’ve already covered it in this article.

Adapting to the new reality

Inevitably, the pandemic and the need for social distance brought a lot of changes to our lives. In the market, this has also happened and, therefore, it makes no sense to continue acting as before.

Many enterprises are recovering because, in the midst of all these transformations, their managers were able to identify opportunities and create strategies to adapt to the new reality.

How did they do it? In several ways: innovating your sales methods, developing new products, adapting your delivery and price policies.

Of course, each case is different, but, without a doubt, you can also find solutions for your business, especially if you are more open to accepting this new scenario. Therefore, it is essential to be connected to the trends in your sector so that you can go on thinking, defining and adapting your strategies according to the challenges that arise.

What lays ahead?

In this article, we brought some data that shows the current x-ray of different sectors and a little of how this has affected sales operations – from the lack of inputs, to the beginning of a major movement. The most important thing at this moment, when we are heading towards a year’s end still full of uncertainties, is to adopt a posture of adaptation once and for all. We already know that the effects of this crisis will still be long and that much will continue to change in our commercial relations.