When you sell in a downturned market you encourage optimism. In a time when companies are cutting back, your job is to encourage investment, and as result sales. Companies that invest during recessions gain immense benefit over their competition, yet most customers go along with the crowd and immediately cutback out of fear. Recessions create tremendous insecurity.

When you sell in a recession you can over come recession fear in two ways: First by helping your clients understand that recessions are a natural cyclical phase of a healthy economy and that all recessions end. And, secondly – you must have evidence to prove your value over and over using research documents. Have patience – sales will not move quickly as in the past – remember you are selling product and optimism.