Sell to the customer’s immediate need, not to their future problems.

With the economy performing at less than stellar levels right now, it is important to make sure your sales strategy fits the economic environment.  In normal times, I’ve always been one to sell the future benefits because it allows you to develop a more attractive ROI.  In the times we’re in, however, many customers have absolutely no desire to examine what tomorrow is going to look like.  They’re only concerned about today.  For this reason, I am strongly advocating salespeople to ensure their sales strategy is designed to appeal to current needs.  Although I’m not wavering from my belief that sales professionals must not allow the economy to become an excuse, I do believe that we need to use the state of the economy to create opportunities, and the best opportunity in our current economy is to sell to today’s needs.

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