Selling in Difficult Times: Takeaways for Corporate Salespeople
In the world of corporate sales, challenges come in waves, and selling in difficult times is inevitable. Whether it’s an economic downturn, a global crisis like the pandemic, or changes within your own organization, one truth remains: it’s our job to make things happen. We can’t always control external factors, but we can control how we respond to them. And in my experience, that response determines the difference between success and stagnation.
Here’s what I’ve learned about selling in difficult times—and how corporate sales professionals can come out stronger.
Selling in Difficult Times: Takeaways for Corporate Salespeople
1. Customers Need Us More Than Ever
The biggest takeaway? Our customers need us now more than ever. They don’t need reminders of the tough environment we’re all navigating—trust me, they’re well aware. What they need is a calm and confident voice that helps them find solutions, move forward, and stay focused on what matters. In uncertain times, customers are often overwhelmed, distracted, and unsure of their next steps. That’s where we, as salespeople, come in.
Our role isn’t just to sell products or services; it’s to guide our customers toward what they need most right now. When I show up as a stable, knowledgeable partner—someone who can see opportunities through the chaos—it not only benefits my customers but also reinforces my own confidence and sense of control.
Sales is leadership, and leadership is sales.
2.Leadership Through Calm and Confidence
Sales is leadership, and leadership is sales. Difficult times reveal true leaders, and in corporate sales, being a leader means providing clarity when others are stuck in confusion. During selling in difficult times, being calm and confident is more crucial than ever. Customers are looking for a sense of direction and stability, and the more composed we are, the more they trust us.
A key thing I’ve learned: A calm voice is a confident voice, and a confident voice is one that people listen to. It’s tempting to get caught up in the same panic or distractions as everyone else—after all, there’s no shortage of negative news or social media noise. But a leader doesn’t get stuck in that. We have to focus on what our customers need, not on what the world is saying.
This means shifting our focus from today’s problems to tomorrow’s opportunities. Instead of worrying about what’s going wrong, I ask myself: “How can I help my customers make it through? What value can I add right now?” This shift in perspective has been critical for me—and for my customers.
3.Your Customers Need Ideas, Not Chaos
In challenging times, customers are often in a fog. They’re distracted by the turmoil around them, and it’s our job to help them focus. As corporate salespeople, we need to be the ones who provide ideas and solutions, not just more noise. When selling in difficult times, we essentially become an extension of our customers’ strategy and R&D department, helping them figure out where to direct their energy and resources.
What I’ve realized is simple: You can’t help your customers if you’re caught up in the same chaos as they are. Your value comes from being the calm in the storm—the one who can see past the immediate noise and point them to long-term solutions. It’s not just about hitting sales numbers; it’s about being a partner in navigating difficult times.
4.Double Down on Prospecting
It’s easy to feel like prospecting should take a back seat during tough times, but here’s what I’ve learned: This is exactly the time to double down. Even when selling in difficult times, customers are still out there, and they still have needs. More than ever, they need simplicity. In difficult periods, the complexity of a deal can overwhelm customers. The key is to make it as easy as possible for them to do business with you.
If your sales process involves too many steps or requires too much time, you may lose them. Simplify everything—your messaging, your proposals, and your conversations. In tough times, clarity and focus are essential for both you and your customers.
5.Tough Times Don’t Last
Whenever I feel overwhelmed or stuck, I remind myself of one key truth: Tough times don’t last. Every economic downturn, every crisis has always ended. Yes, things may look bleak today, but there’s always light at the end of the tunnel. History shows that difficult times are often when the best solutions and the most creative opportunities emerge. It’s in these moments that we, as salespeople, can innovate, grow, and ultimately become stronger.
In corporate sales, we’re often under pressure to deliver numbers. That pressure can be even greater during uncertain times, but I’ve learned to shift my mindset. I focus on the long game, not just immediate sales. Each challenge becomes an opportunity for growth—for both my customers and myself. This mindset helps me keep moving forward, no matter how difficult things get.
Final Thought
Selling in difficult times isn’t easy, but it’s also an opportunity to step up, lead, and provide real value to your customers. By staying calm, focusing on solutions, and keeping an eye on future opportunities, you can help your customers navigate challenges and set yourself up for long-term success.
Remember, tough times don’t last, but tough people do. As a corporate salesperson, you have the ability to be a guiding light for your customers—someone they can trust to help them through, no matter what’s happening around them.
And the next time you find yourself doubting, remind yourself of this: Your job is to make things happen, regardless of the circumstances. So lead with confidence, and keep your eyes on the horizon—you and your customers will make it through, together.
Insighter Learning offers a variety of marketing and sales training for corporates. They are all customisable based on your industry and roles.