During stressful times like this recession, with the economy down, most companies lower their prices, which could result in lowering the value of their product or service.

What many customers do during stressful times is take less risk. They don’t always go for lower prices but lower risk items. Brands they already know and are familiar with.

What we, ourselves understand is that selling during stressful times is about risk. Customers will often buy much more expensive items during these times if they perceive them as less risky.

In keeping this in mind, I strongly suggest that instead of lowering your prices; eliminate the risk the customer would be taking. In your salespage or advertising copy eliminate the customer’s nervousness and any risk associated with buying your product or service.

These times are tight for companies too. Pursue twice as many customers and eliminate the pressure by reducing the sales push. For example, if you are using email advertising, buy a package with a much bigger audience, but zero in on half of those leads.

If you take a look at successful companies that prosper during stressful times, they are more focused. They chose fewer opportunities reach more people and put more resources to their products and in return they outsell their competitors and they win.

In reality you can only afford to pursue opportunities you know you can win. What I’m saying is, pursue fewer opportunities and increase your benefits and resources for the customer. Focus on the ones that you know you can win.  The sure bet.

Let’s recap, eliminate the pressure you would put on your customers, eliminate their nervousness about buying your product or service, and focus on the sure thing – the opportunities that have worked for you before. If you do all this, then you too will succeed.