Going back to basics and having focus on what made you successful in the start of your career (learning, learning, and learning) becomes vital in selling in these difficult days for the sales profession. In fact, one of the rewards of a successful sales career is the stimulating learning process - it's never dull unless that's how you make it.

The cry of "hard times" is heard at all times, and not just in these recession days and that is where you should refresh your knowledge of how to handle objections during your sales process.

"Times are too hard, I cannot afford to buy anything"- how often have you heard that in the last few months?

This objection is made during the most prosperous times, as well as during periods of financial depression. Customers are confronting sales people all over the world with this before even they had a chance to show them the products, or tell them how they can benefit of them.

It is seldom, however, that the objection is made seriously. Oftentimes prospects don't have anything else to say. They don't mention it seriously and don't expect you to take it seriously.

So what to do?

Pay no attention to the cry of recession.

Go back to prospecting and find customers who want to buy in any market, and spend your time only with the decision maker.

Don't forget that you create the value through how you're selling, not just through what you're selling. You can create the value in each step of sales process, but the most value can be created early in the process by helping customers to define their needs.

Use open-ended questions, use clarifying questions, and remember that great questions produce great answers.

Make it easy for customers to say "yes".

Ask for the order. Ask for the order. Again, ask for the order.

You can use direct questions such as:

• Are we ready to move on this?
• When can we get started?
• Shall I write up the order?

Use active listening skills. Ask for the feedback.

Remember to read buying signals.

Don't forget to send a thank you note.

If you get the sale, send them a note thanking them for their order.

If you don't get the sale, send them a little note thanking them for taking time to meet with you.

It is intelligence that makes times easy, and it is the lack of intelligence that makes times hard.

Go back to basics. Invest in your knowledge and sharpen your skills, that is the best way of not buying the cry of "hard times" from your customers.