Tough Times Require Revisiting Your Sales Basics

So many salespeople in a stumbling economy tend to hole up in their offices while prospects’ doors close and anxiety rises. One recommended course of action is to return to the basics: Revisit time-honored techniques from previous successes to keep spirits high and increase sales.

Many times when we get into a rut we only need to do a review to get back in the groove. Professional athletes heed this advice to regain their swagger, and sales professionals can do so as well.

Try these sales best practices in any economy:

• Remain close to customers: In our competitive world, the secret to success in any market is maintaining close relationships. Consumers conduct business with those they know and trust; therefore, it is vital to remain close to clients. Take them to lunch, send e-mail, or call them. Connect with clients in some way at least once every 20 days.
• Increase networking: Hunting for new opportunities keeps the mind active while you meet new prospects and alliances. Networking halts the dread of "pipeline sparseness," when you become an active participant at business functions. Meet as many new individuals as possible to achieve new value-based relationships.
• Multiply referrals: When you get busy, asking for referrals often gets forgotten. Requesting referrals from customers must be top of mind. It is important to pursue referrals from clients at least once per month. Seek four or five referrals per contact. Too many salespeople ask for only one, if any.
• Be a resource: Customers today require value. The best value you can provide is resolving customer problems. Read voraciously and share news and industry information that aids your prospects.
• Increase visibility: If you do not pound on a drum there is no sound. It is a convenient and excellent time to overrun the competition as they retract to save costs.
• Enhance education: Life is a laboratory of continual learning. Like an athlete that uses a coach to reclaim fundamentals, you can enroll in a course to freshen skills and add new ones. 
• Ignore bad news: Pay no attention to news about who is doing well and who isn't. Most sectors of the economy are struggling, but you don’t need to let this influence your outlook or ambition.

Drew Stevens is an authority on sales marketing and business development solutions. He is the author of Split Second Selling.