Every sales professional will eventually hit it: that wall where quotas climb higher while the market slows down. Activity drags, decisions stall, and hitting your number suddenly feels impossible.
But as tough as it is, these moments don’t last forever! However, they can separate the great from the average. The real challenge is not just surviving in this climate, but growing through it.
“This is where you personally are able to develop deeper relationships than you’ve ever had before.” —Mark Hunter
It’s Not Just You—Difficult Markets Are Normal
Economic slowdowns are part of the sales cycle. It’s tempting to take a tough month or quarter personally, but that’s rarely the whole story. Sometimes your best strategy is simply to keep showing up and doing what works.
“So many salespeople back off, so many companies back off… But here’s the whole thing. Keep going.” —Mark Hunter
Become Your Client’s Partner
Now more than ever, customers need sellers to act less like vendors and more like allies. That could mean rethinking terms, offering flexibility, or simply communicating with honesty about risks and challenges ahead. Meridith shared a story about navigating tough times not for short-term wins, but to build trust and loyalty by saying, “We’re in this together.”
“This is the time when you need to realize that you now need to be a member of their team.” —Meridith Elliott Powell
Rethink Your Pipeline
When times are tough, take a critical look at your deals. Which are genuinely moving? Where do you need to take more risk off the table for clients? Sometimes, a smaller win now is better than waiting for a big deal that never materializes.
Don’t be afraid to sell small. Find an entry point. Make it easy for the customer to say yes, even if it means you only reach 60 percent of quota instead of 30.
Play the Long Game
Building deeper relationships across every level of your customer’s organization pays off. Mark Hunter recommends getting to know not just your main contact, but other people in their supply chain and even their customers.
“You’re playing the absolute long game… plant the seeds that are going to yield a harvest later on.” —Mark Hunter
Flexible Solutions (and Terms) Win
Sometimes the deal requires creativity, not just persistence. Adjust payment terms. Allow for credit card payments—even eat the processing fee. Offer new ways for the client to realize value, and don’t get stuck in a rigid approach.
“I would rather pay a credit card fee than lose the deal completely.” —Mark Hunter
Communicate Value—Not Just Price
Customers are thinking hard about every dollar. Sellers need to get crystal clear on value: are you saving them money, time, or effort? Can you help them serve their customers better? If you can’t answer “why they should spend with me right now?” …you’ve got work to do.
“You better go back to your value proposition… Why would I spend the money?” —Meridith Elliott Powell
Keep Planting Seeds
Difficult times don’t last. Making calls, building relationships, nurturing prospects sets you up to crush your quota when the market bounces back.
“All the work I’m doing right now, like this will not last forever… but I could hit 120% of my quota in the month of September if I increase the amount of work I’m doing right now, whether the economy turns around or not.” —Meridith Elliott Powell
Recommended Reading
The Obstacle Is the Way by Ryan Holiday. A timely reminder that the toughest moments often provide our biggest opportunities.
Lightning Round: Top 10 Signs It’s Time to Give Up on a Prospect
- They never follow through on what they say they’ll do.
- You only see interest to buy, not intent.
- You have no access to the true decision maker.
- They never explain how they actually make buying decisions.
- They lean on you for ideas and information but never hire you.
- They don’t share any proprietary or confidential information (no trust).
- They don’t believe they even have a real problem.
- They won’t allow you to understand their business or desired outcomes.
- Your gut simply tells you it’s time to move on.
- All they ever want is your price for shopping against the competition.
Selling in a slow market with a high quota isn’t for the faint of heart. But with honesty, partnership, and relentless focus on value and relationships, you can turn a tough stretch into an advantage, and set yourself up for a future win.