Closing deals in a tough economy can be a challenge but let me give you something to compare it to. If you’ve ever gone white-water rafting, you know that when you come to a rough stretch, everyone needs to have their oars in the water and work together to steer above and beyond the rapids. If, instead, you were to choose to hunker down in the raft, you’d find yourself at the complete mercy of the rapids and, in many situations, being carried into a very dangerous situation.

The same thing applies when selling in a tough economy. The last thing you should do is try to ride it out or think if you just hold back on your marketing, you’ll be OK. In reality, this is far from the truth. In a tough economy, the need to do more marketing and selling is even more important. I understand that the results may not be as perfect as you’d get in a good market, but by selling and marketing aggressively in a tough market, you’ll be in a much better position to gain from it.

Just as in white-water rafting, by rowing your way through the rapids, you’ll be in a better position at the end to take advantage of the calm water. In today’s economy, by increasing your sales and marketing efforts now, you’ll be in a much better position when the economy does turn to take advantage of the market.

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