Selling in Turbulent Times

I've gotten to the point where I turn off the news when the financial segment comes on. It's hard to stomach the fact that no matter whose fault it is, things are going downhill on Wall Street. But that doesn't mean things need to go downhill on your street.

"When we get news like we've had these past couple of weeks, it affects people's actions," says sales trainer Joe Guertin. "Just as a consumer might decide to hold off replacing their worn tires, businesses will put off making a purchase until they 'see what's going to happen.' And when business falls, sales fall."

"You and I cannot change people's minds about what the economy might do to them," continues Guertin. "In most cases, they have to discover that for themselves. But here's the good news. In most industries, you still have control. I talked to a sales rep a few weeks ago who lamented that his industry was projected to be down almost 25% the remainder of the year. So I asked him the gratuitous question, "who's getting the other 75%?" Here's are some tips to make sure it's you:

1. Balance your 'customer portfolio'
Customers who tend to move slowly, or are slow to change, are the most likely to cut back in turbulent times. Make sure your accounts and prospects are a good mix of slow moving and innovative companies so that you don't get caught short.

2. Use time more wisely
This is the time to examine your workday. Most of us start out well organized, but over time, we fall into ruts. Reading emails, visiting, paperwork and meetings start to consume a considerable amount of your time. Little things, like making phone calls in clusters (e.g.: 10 at a time) help us get a ton more done inside the workday.

3. See more people
Your customers will be getting a lot of phone calls, but you'll be the one sitting in their office. Get busy.

4. Ask more questions
Delays, objections and lost sales can often be traced to having insufficient information.

5. Go for the close.
Ask for the order. Nothing feeds into a customer's hesitation like leaving the potential sale on the table.

Joe Guertin is President of The Guertin Group, a sales training firm that delivers customized training on all aspects of the sales process. Learn more at www.guertingroup.com