In the spring of 1967, shortly before I graduated from high school, my Dad acquired the Biscayne. If that word doesn’t ring a bell with you, you’re probably just too young. A Biscayne was the low-end model of the Chevrolet nameplate. This one was a 1963, stripped down, 3-speed on the column model in baby-poop brown.

BiscayneI had never driven a stick-shift before, so Dad decided I needed another series of driving lessons. The first thing I thought was that if those lessons were as much fun as the ones he gave me when I first got my license, I just couldn’t wait. After several outings with him, he said I needed to pass a final exam to prove I had mastered the clutch. He told me to head for a STOP sign on an incline at a nearby railroad crossing for this test. I was nervous enough, sitting there rocking back and forth trying to hold the car steady with only the clutch pedal; when I looked up and saw that red pickup pulling up behind us. I don’t mind admitting that I almost wet my pants.

Of course, he just had to pull up close to the rear end of the ‘Cayne; and then it happened. I accidentally popped the clutch, killed the engine, and the car rolled backwards coming to rest against the pickup.

But for the grace of old-school bumpers, I would have had my first insurance claim. Dad and I walked back to survey the damage and fortunately, after sheepishly groveling and apologizing, none of us could even find a scratch on his truck. As if he had been there before, the red truck owner finally looked me in the eye and just smiled, as several other drivers began to rubber-neck to try to determine the cause of the traffic delay.

Embarrassed and mortified over what Dad would say, I made a dash for the driver’s door as he sauntered back around to the passenger side of the ‘Cayne and resumed his perch. I quickly cranked her up, revving the motor as I lurched over the tracks, when, as if on cue, my dad immediately began to recite his “responsibility” speech and carp about me not yet being ready to go solo in that vehicle. I wasn’t surprised when he told me my training program would be extended. Oh, great, detention with dad…my favorite activity!

You’re probably wondering what that story might have to do with selling. Well, it’s more relevant than you might imagine and can be summarized by the following quote: If you keep doing what you’re doing, you’ll keep getting what you’re getting.

About as often as Everybody Loves Raymond reruns are seen on TV Land, we are bombarded with recited stats of how much the economy has improved. But unless you’ve checked your brain in at the front door you know that the business landscape is still dicey as many buyers continue to hold their breath and pinky swear about the negative effects of the regime’s healthcare debacle. Who knows how long it will take for a full recovery to occur, but one thing is for sure; now is not the time for less productivity or a decline in morale.

Many Americans are just going through the motions, like sleepwalkers just bumbling around in slow motion, waiting for the other shoe to drop.

But, as a salesperson, you can’t wait until things completely turn around. Unless this is your first rodeo, you know that it’s always the darkest just before the dawn. So until we hear the “all clear” signal, and see a rainbow in the western sky, I’m offering some food for thought for you to consider.

Continuous Sales ImprovementTough times demand more creativity and new ways to find sales, such as:

Re-stoke your “fire in the belly” People won’t buy from downcast, whiney, Eeyore-sounding, thumb-sucking wimps, so emote more and strive to become more likeable and trustworthy.

Ramp-up your self-generation – There’s no rules in a knife fight, so get busy creating more of your own leads through intense electronic and social media prospecting, attempt to resurrect cancelled customers, develop bird dogs, join and attend functions at industry associations, chambers of commerce, and networking groups. Be willing to cold call by canvassing in person and dialing for dollars on the phone. Stumble forward and stay confused and you will be surprised how much sales activity you can stir up while your competition is having a pity party.

Avoid being a one-trick pony – Although salespeople are creatures of habit and tend to have “favorites”, in terms of the items they lead with, where needs exist; you should make it a point to offer every revenue stream your company sells. This includes those you have never paid much attention to. Invest some time and energy and learn enough about them so you will be comfortable discussing them.

Network more inside and outside your company to multiply your resources. Spend time with service personnel, techs, and installers, since they function as “boots on the ground” and can provide some of the sales “intel” you need.

Stay on your customer’s radar screen – Don’t forget that solutions to problems and pain are what your prospects buy, so send email links, flash videos, white papers, and/or announcements of news from your company. Touches like these are important when you are waiting for a buyer’s timetable to match up with yours.

Backstop your manager – Go the extra mile by making sure management knows you are shoulder-to-shoulder with them. That way, if personnel cuts have to be made you won’t be viewed as a weak link. When things return to normal, you may very well be in a good position for promotional consideration. Whatever support you lend, don’t just be a suck-up fearful of losing your job, but rather a genuine trooper who is supportive of your employer.

Use this time to grow from “good to great” Re-analyze the sales training materials you’ve been provided and take advantage of things you didn’t take the time to do when times were better.  Regularly sharpen you ax so you will consistently grow and improve.

Don’t forget your existing customers – Continue to make your existing customers feel important and appreciated, by “touching” them more often than normal. Not all of them will buy more stuff, but you will be surprised how many will take advantage of your cross-selling efforts and/or also provide you great referrals and testimonials.

Would you comment below in the Speak Your Mind area about one of your experiences with selling during tough times?

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