Professional Selling Skills: Selling in a Soft Market

A reader recently wrote:  “The truth is sales are down….. and other creative efforts have produced little results.”

The Sales Hunter’s Response:  “The industry you’re in is certainly being hit by the economy.  I keep telling all of my clients the economy will turn around.  It always does.  If you cut sales or advertising in a soft market, you won’t be able to fully leverage the market when it comes back.  In addition, you really can’t identify the turn in the market until after it’s already occured, and by then it’s too late to capture all of that early business which also tends to be at a higher margin.  Therefore, I tell clients that in a soft market you need to target your advertising and marketing efforts to ensure that you are creating enough continuity with clients and prospects that they have the confidence they need to call you. 

Sales is Leadership and Leadership is Sales …. 

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