In most companies, getting and keeping clients is the most important activity. Yet in 2009 sales forces were slashed in many businesses. Selling in tough economic times demands confident and insightful leadership particularly given that a third of all sales people have never sold in a downturn.  No matter what the economic outlook, there is still business to get.  It is just harder than it was a few years ago. 

Businesses that approach tough economic times as challenging but opportunistic will come out of the downturn with renewed vigour and a jump start into the next upward curve. Today is the right time to lay down the groundwork for an improved economic outlook and here are the two most important sales mantras to heed.

1. Get back to basics

Breakthrough the fear of failure

What does Tiger Woods have in common with Roger Federer?  They win a lot but they are also gracious losers; they come back after a defeat stronger and smarter.  Sales have the same odds and the same big rewards. You have to kill the fear of rejection. You will hear “no” far more than “yes.” Embrace it. Think of sales made, not sales lost.  Like any professional athlete you will swing and miss, or serve and miss.  Research shows that customers say no five times before they say yes but 66% of salespeople will stop at the second no.

A scientific brain study (London Institute of Neurology) revealed that getting to “yes” is mostly emotional.  The study shows that the brain’s “wiring” insistently relies on emotion over intellect when making decisions.  From birth we each build an emotion based database of past experiences and actions.  Our minds work by association. You will not persuade someone with the facts.  This interplay between emotion, memory and reason are why certain marketing strategies work better than others.

Stop getting ready to call, and call

This is the top failure in sales performance–failure to call. Cold calling has become a pariah. However, the truth is that cold calling is the backbone of sales. Fundamentally you have to make contact to get your message out. That usually means calling a few people, setting up some appointments, and introducing yourself and your products/services.

Sitting back and waiting for someone to find you and discover how you can help them is really making the buying process hard. Procrastination is not good for sales numbers.  Trying to constantly find the “best lead”–it doesn’t work and it wastes time. Ultimately, sales leads are often little more than a name, telephone number, and email. Creating momentum has a far greater impact than “cherry picking” leads.

Remain optimistic.

Before you roll your eyes and say, "Ho hum, I've heard this before," attitudes have a profound impact on overall performance. Optimistic thinking skills have been positively correlated with successful outcomes in the sales profession.  Skilled optimists can look past the constant onslaught of negative news to see the many selling opportunities available amid the economic turmoil.

2. Relationship Selling

Know your customers.

A customer-centred, value based sales proposition has never been more important.  Salespeople must understand how the customer makes money.  Why?  Because in tough times “nice to haves” give way to “have-to-haves”; your sales proposition must have clear ROIs and immediate business impact.

Your customers' businesses are changing; don't let their new strategies render your product or service obsolete. Ask your customers how their businesses are changing and, more importantly, how your product or service adds value now.

Economic constrictions drive purchase decisions further up the management chain.  Senior level executives don’t buy “products”; they make decisions and adopt solutions that affect their business issues.  A pitch or presentation that worked two years ago for a customer further down the management chain may need re-working.

Regardless of how effective your sales pitch and charm might be, most buyers don’t immediately pull the trigger. Studies show that lead nurturing not only keeps that sales lead active and viable, but may also creates a trust relationship that will actually increase the size of the transaction.

Expand your relationships

Customer relationships have always been key to successful selling. When several key accounts failed to renew their contracts or slowed down their purchasing, one sales manager dug a little deeper and found that, from customer to customer, his sales representatives’ primary contacts had either been let go because of staffing reductions or had been given new responsibilities in the company. It is no longer enough to have just one or two solid relationships at a client organization. With more and more people joining the buying process, salespeople must deepen relationships with customers and prospects, as well as expand their relationships upward and across client organizations.  Offer mini training sessions, a product demonstration, a briefing on new industry research or something else of value to the customer to meet new key players.

Be bold and insightful.

Customers are so overwhelmed with all the changes happening in their businesses and industries that they don't have time to listen to yet another generic sales pitch. Creativity is another essential key to nurturing and protecting customer relationships in tough times.  Viewing old problems from even a slightly different perspective may offer new solutions or ideas.  Being known as a solution finder can breed a strong feeling of reciprocity.  Research (USA) has found that customers will reward people who try to help even when the effort is unsuccessful.

To be heard today, you must be able to offer innovative insights on the customer's business. How can you alleviate a specific pain? What fresh ideas do you have regarding the customer's company? How have other clients solved a problem with which this prospect is grappling? Anything less than a targeted, intelligent, well- researched idea isn't going to get you in the door.