If this is your first recession, or whether you have sold in market downturn before. Here are some of the ways that business will be affected and several ways to address them. First, it is well worth noting that if the last two years highlighted anything it was that some companies continue to buy innovative solutions, despite the social and economic conditions. That solution businesses can and will pivot to meet the new conditions. This is because when some companies experience new or more problems it creates new awareness and opportunity, for solutions be they existing ones known to a buyer or entirely new ones. Many industries can be affected quite differently by changes in spending confidence and behaviour. Here are some strategy factors to consider, given that certain verticals, industries, and companies are not affected equally, you may wonder, does it seem more fruitful to approach better or lesser performing companies? The trade-off being that there may be a greater potential to impact, and more value made by selling a specific solution to a company experiencing financial difficulties, but will they be able to purchase solutions as freely. It will be key to identify if your solution is suited to high growth and top performing companies or struggling businesses. This in turn will help to create and review your sales messaging. In a recession we will need to be clear about the additional value that our company can provide related to the latest conditions of that business. So that any evaluation and trust is retained at a time where sales cycle lengths could increase or there may even be unexpected spending freezes. Which means that the way we communicate with buyers will need to be updated to keep it current and compelling. Then also in terms of existing clients, we may need to work harder to demonstrate value over time and spending may be reduced and there may even be churn. To address and offset this, sales teams will need to increase activity and motivated efforts to source and grow the new client portfolio. This is where new business and effective sellers become invaluable to organizations. An excellent way to address this is to increase prospective efforts & strengthen new relationships by bringing more value and expertise on any new challenges or market developments. The more thoughtful content leadership and learning sellers can offer they will be able to differentiate from companies offering generic or now outdated resources.