11 Tips For Creating Sales Growth in Times of Economic Uncertainty

True sales professionals don’t wait for sales to happen – they pursue prospects and opportunities relentlessly. When business is slow, however, many salespeople resign themselves to waiting instead of intensifying selling and marketing efforts. Low sales often disguise opportunities, so take advantage of the chance to restore your selling momentum. The assertive salesperson gets the worm (and the sale), so create your own business boom with these suggestions.

1. Step up prospecting efforts.

Ideally, companies should employ designated lead generators and qualifiers, leaving salespeople free to do what they do best – sell. Separating these functions allows salespeople to close profit-making sales instead of devoting hours to chasing often unproductive leads.

Make each call count by qualifying prospects carefully. Set a daily cold-call minimum for yourself and observe it strictly. Every cold call represents one more potential order – don’t let your next big one get away.

2. Reduce sales costs.

When expenses rise, sales should too. To reduce sales costs, make a list of unnecessary frills (expensive hotel rooms, pricey meals with customers, overgenerous discounts) and eliminate them until business picks up. Save on materials and postage by limiting literature mailings to legitimate prospects. Carefully budget expenses and sell with your budget in mind without compromising product and service quality or sales.

3. Take the lead.

Make every aspect of your company image reflect its leadership ability. Don’t imitate – innovate. Company ads, employees, literature, selling style and, of course, products and services should send a message that your company is number one. Everything that represents your business should attract prospects to you. Use a mission statement to tell customers that your company will settle for nothing less than their complete satisfaction. Make your company easily recognizable and irresistible.

4. Protect present customers.

As you prospect for new customers, don’t forget the old ones. Existing customers provide valuable referrals, testimonials and word-of-mouth advertising. You already know their business and needs, so capitalize on opportunities to upsell on familiar territory. If you expect to keep their business, let your present customers know they’re as important as the orders they place.

5. Focus on long-term strengths.

Companies with foresight inspire confidence in their customers. Plan your future to help ensure the long-term success typical of strong, well-managed companies – the kind customers want to take care of their needs. To stay profitable, companies should know what lies ahead for themselves and their customers. Plan slow sales or recession strategies, and know how to handle assets and profits to the company’s benefit. Ask yourself what position you should be in when sales pick up, and lay the groundwork for future success.

6. Low sales help solve problems.

Slow business encourages companies to find new ways to cut costs. Examine all possible reasons for your lackluster sales. Are your company’s products, services and prices competitive? Does your business get enough exposure? What might the competition have that you don’t?

Reduce operating costs where possible. Such automated solutions as phone answering equipment and user-friendly, executive-oriented software help cut personnel costs. Reduced operating expenses always spell bigger profits, so welcome the chance to lower overhead and solve other profit- and sales-reducing traps.

7. Get noticed.

Plan an innovative advertising campaign to make prospects sit up and pay attention. If they aren’t aware of your products and services, customers can’t buy from you, so don’t sabotage sales by skimping on promotions or advertising. Consider a variety of media including direct mail, television, radio and newspaper. Get maximum return on your advertising dollar with creative, eye-catching ads that stand out from the competition’s.

8. Use your imagination.

To draw customers to the silver screen during the Great Depression, movie theater owners gave away cheap china dishes. By going to the show one night a week, a family eventually acquired a set of new dishes for only the price of admission. Sometimes raising sales simply requires a little creative value adding. Brainstorm for original ideas that will get the buyer’s attention. A fresh approach may be the spark you need to fire up sales.

9. Generate some excitement.

A celebratory atmosphere often attracts customers like a magnet, so give your company a festive touch. Use fun contests and incentives to help you build the solid customer base that will maintain sales. Make your company a welcome diversion to your customers’ otherwise hectic workdays. Excitement is contagious, so share yours with prospects to accelerate sales.

10. Practice your optimism.

When faced with lackluster sales, it’s difficult to remember that nothing lasts forever – including a selling slump. Pessimism accomplishes nothing, but optimism can help you accomplish everything. Remind yourself regularly that everyone has selling slumps and that there are effective ways to overcome them. Discouragement preys on motivation, which may actually prolong your dry spell, so remember that your attitude is key to turning your luck around.

11. Stay focused.

Desperation often prompts us to scramble for solutions to our problems. Unfortunately, grasping at straws is not a productive selling strategy. Weigh all of your problem-solving options, then choose and pursue one. Your efforts will be more effective if they’re concentrated on one solution.

To weather a selling drought well, salespeople must help themselves – not by waiting for business to pick up or blaming the economy for low sales, but by taking action. As with all problems, slow sales actually present a wealth of opportunities in disguise. No one welcomes a selling drought, but the experience does teach you how to help create your own success and strengthen your company’s image during difficult times and beyond.