Why Selling Feels Impossible in Hard Times
Every decade brings disruption—recessions, stock market crashes, political shifts, or crises like COVID-19. Business hates uncertainty, and in these moments, it can feel like nobody is buying.
The good news? Tough markets don’t last forever. What matters is how you act today to strengthen your sales process, sustain relationships, and position yourself for the rebound.
Here are 9 practical actions you can take right now.
1. Rethink Your Resources and Explore New Markets
Don’t stay boxed into your current business model. List your assets and brainstorm creative ways to repurpose them.
- Case in point. Wrigley started with baking powder, but pivoted when chewing gum outperformed it.
- Restaurants moved to home delivery. Wholesalers shifted to direct-to-consumer sales.
Ask: What can I sell differently, in new packages, or to new buyers?
2. Partner with Your Current Customers
Your existing clients often want you to survive—they’ll need you later.
- Offer pre-sold services or future delivery deals.
- Suggest bulk buys or longer subscriptions at discounted rates.
- Explore customer financing—it’s how many businesses scale.
3. Supercharge Your Networking
Now is the time to “dig the well before you’re thirsty.”
- Reconnect with everyone in your LinkedIn network.
- Every contact can refer, connect, or amplify your business.
- Remember the Six Degrees of Separation: your next big client is probably closer than you think.
4. Work Your Sales Pipeline
A healthy sales pipeline keeps opportunities moving forward, even when buying decisions are delayed.
- Stay in touch with pre-qualified leads.
- Provide insights, not pressure.
- Nurture relationships so you’re the first call when budgets open up again.
5. Mine Your CRM for Hidden Value
Slow sales cycles give you time to clean up and leverage your CRM.
- Merge duplicates, update old leads, and close dead records.
- Revisit past inquiries or trade show contacts—some may now be ready.
- Look for “forgotten” prospects who were lost in the shuffle.
6. Communicate Relentlessly
Be top of mind.
- Send emails, write blog posts, share LinkedIn updates.
- Call prospects directly.
- Publish thought leadership pieces that demonstrate your expertise.
Buyers can’t choose you if they forget you.
7. Collect Reviews and Build Social Proof
Positive reviews drive trust and increase conversions—especially in uncertain times.
- Ask clients to leave reviews on Google, Trustpilot, Facebook, or LinkedIn.
- Highlight reviews on your website and proposals.
- Don’t forget employee reviews (e.g., Glassdoor), which build credibility for talent acquisition.
8. Recruit Top Sales Performers (If You Can)
Downturns shake even the best companies. Bonuses are cut, morale dips—and top performers start looking.
- If budget allows, poach proven rainmakers.
- They’ll help you weather the storm and position your company for massive growth once the market rebounds.
9. Outwork Your Competition
Here’s the truth: in recessions, most companies freeze. They stop selling and wait it out.
To win:
- Make more calls.
- Send more emails.
- Run more experiments.
- Be present where competitors are silent.
Being slightly above average in action and persistence makes you stand out when others do nothing.
Final Thought: Action Beats Anxiety
You can’t control the market. But you can control your activity, your mindset, and your sales process.
When it feels like nobody is buying, lean in. Reconnect, repackage, and refocus. The businesses that act—while others hesitate—are the ones that grow stronger when the storm passes.