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TOUGH ATTITUDES FOR TOUGH TIMES

(Number four in our tough times series) By Tom Reilly, author How To Sell and Manage in Tough Times and Tough Markets (Motivation Press)

Doing business in tough times requires a tough attitude. Half of the battle is in your head, and the other half is on the streets. Customers object to price--that's what they do. First, they test your price; next, they test your resolve. Being prepared to sell in tough times is the mental game of success. Positive thoughts provide the mental fuel you need for your journey. Positive behavior results from these positive thoughts. These tips will help you move in a positive direction in tough times.

Increase calling by twenty-five percent. A study of purchasing agents found that salespeople reduce face-time by thirty-eight percent in tough times. They call at sixty-two percent the rate they call in good times. Increase your calling by twenty-five percent and you effectively double your coverage vis-à-vis the competition.

Increase your penetration. If you have twenty percent market share it means eighty percent of the market is not buying from you. This is an incredible opportunity! Expand your calling to include areas where you currently do not get the business. This includes existing customers where you share the business with the competition. Get greedy. Expand the depth and breadth of what you sell to existing customers. Are there other locations, branches, or satellite operations of this account where you can call? The tough times attitude you must embrace is that unless you have all the business, you have an opportunity to grow-even in tough times.

I spoke at a national sales meeting where the president of the company told his sales force that there may be rumors of tough times in their industry, but they will not participate. His optimism was greeted with thunderous applause. This sales force wants to thrive in tough times, not just survive. Of course, they are the type of company that will prevail in tough times--their collective psyche is positive.

Some will fail in tough times; some will survive; some will thrive. Which will you do?

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