Since the word recession is being batted around now, and since people tend to get very anxious when economic problems are discussed in the media, it seems like time to talk about the basics of selling in a down economy.

As a fundraising auctioneer, my cohorts and I have seen some live auction events recently bringing in slightly less funding than anticipated, and other events still with whopping big results.

The same is true in business. While it would be easy to offer the idea that the economy is bad and so are my sales, I'd challenge you to think bigger and evaluate your offerings.

• Do you have a great product or service to offer?
• Is is CLEAR to others how great the value is?
• Does it seem like an "also ran" or very similar to other offerings in the marketplace?
• Are you working with distributors and alliance partners to get your message out?
• Do you have a compelling website, blog, ezine, and other marketing tools?

The fact is that great services and products withstand most economic issues and budgetary problems. If someone wants what you have to offer, they usually can figure out a way to make it happen. Think of yourself as a consumer, and what you go through to buy something that your heart is set on.

Review your value, your clarity in your offer, and the means of getting the word out before you are set on thinking that it is the economy that is causing a lack or a downturn in sales.