is now an established fact; the world is
in recession. Most of the industry sectors
are facing serious sales & marketing
challenges. Unfortunately most of the young
sales-marketing professionals have never
I look back at the last recession, I recollect
many key things we did while handling clients.
These few steps helped me in making a reasonably
correct judgment; whether the client will
really do business with me. It also helped
me to judiciously invest limited resources
(Time, Money & Manpower).
During these unprecedented market conditions,
the key areas one must investigate further,
while interacting with your clients would
Macro economic conditions: What is the
economic landscape of your client's business
sector. What type of situations might affect
their decision-making? How would they view
your offering? How do they feel about their
Contingency plans: What are the what-if
scenarios they have thought of? How do you
fit into these scenarios? What is your plan
Likely Objections: What is going to
cause them to wait forever (from your
perspective!) ? Are these the real objections?
How does your offer address the objections,
which never existed in good economic conditions?
Ability & intentions: Ability (e.g.
having good funds position) does
not mean there is an intention to buy. Are
you speaking to the right people? Are they
capable & willing to decide on your
offer? Or under the difficult market situation,
decision making has gone far higher in the
hierarchy, where you don't have easy access?
New decision making style. What are
the changes in decision making style? Do
they look at ROI, Savings more critically?
Do they link payments to performance? Do
we need to think of innovative payment terms?