Scaling Sales in a Downturn or Recession

As a sales professional, you are probably looking to stay on top of your sales game during this pandemic. If you are looking for strategic advice on how to re-think your sales process on how to generate more leads, reading the best sales articles is a great way to find great ideas.

We’ve curated a list of some of the best sales articles (old and new) to help you learn from some of the best in the business.

2012 INC: Offer what customers want to buy—not what you want to sell.

The story of how an entrepreneur launched his business 12 days before 9/11. He survived–and thrived–by adapting his plan on the fly.

  • Go where the money is.
  • Offer what customers want to buy—not what you want to sell.
  • Make them an offer they can’t refuse.
  • Give away free trials—if you must—but only temporarily.

Harvard Business Review 2009: Understanding Recession Psychology

Think of your customers as falling into four groups:

The slam-on-the-brakes segment feels the most vulnerable and hardest hit financially. This group reduces all types of spending by eliminating, postponing, decreasing, or substituting purchases.

Pained-but-patient consumers tend to be resilient and optimistic about the long term but less confident about the prospects for recovery in the near term or their ability to maintain their standard of living.

Comfortably well-off consumers feel secure about their ability to ride out current and future bumps in the economy. They consume at near-prerecession levels, though now they tend to be a little more selective (and less conspicuous) about their purchases.

The live-for-today segment carries on as usual and for the most part remains unconcerned about savings. The consumers in this group respond to the recession mainly by extending their timetables for making major purchases. 2009: 10 Products That Boomed During the Recession

The products and companies that made the list provide an interesting glimpse into how Americans have adjusted their spending and lifestyle habits in the midst of the 2008 recession.

  • Arm & Hammer laundry detergent
  • Coleman camping gear
  • Hyundai automobiles
  • Keurig single-cup coffee
  • Monster Energy drinks
  • Presto cookers
  • Private-label salad dressing
  • Tupperware

Our Own Thoughts (2020): How To Keep Your Sales Team Incentivized


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