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The economy has created some tough times for many sales reps.  Fortunately it doesn't have to be that way.

Companies still have to buy goods and services no matter what the economy is doing. They may buy differently, they may buy less, but they still have to buy. Top sales performers in every industry are still winning their share of the business - are you?

When times get tough, what can you do to become the "rock star" salesperson?

1.) Don't waste energy on insignificant activities.

The Problem:

You've probably been told that business will improve if you just make more appointments, increase the number of demos, and give more presentations and ramp up your number of cold calls. Don't get me wrong, there is nothing incorrect with increasing these selling activities.

Experience tells me that chasing everything that looks like an opportunity keeps you busy but makes you very ineffective. You'll be working hard, but you won't be working smart. Eventually you'll burn out your prospects and yourself – toast for two!

The Solution:

Start today by re-qualifying every prospect and work on cleaning out your funnel. Focus on your best selling opportunities and put your energy there. You'll create more success by investing the right resources into solid opportunities than you will by chasing twenty five half baked leads.

2.) Make every customer interaction memorable.

The Problem:

When the economy slows down, people get nervous. They don't want to waste time meeting with sales representatives face-to-face unless they see some potential value. The "cold canvassing” mentality of simply pounding on more doors with the same pitch may produce extra appointments. However, it also creates the fear that you're going to sell them something that they don't need.

The Solution:

Clients and prospects should be impressed with your preparation for every sales call. When you demonstrate that you've done your homework it becomes easier to have an open and honest dialogue with you.

Open your prospect conversation with this simple phrase, "In preparing for our up coming meeting and making it valuable to you, what you want me to make sure I cover…" Then simply highlight the two or three critical things that you did to prepare and watch what happens to the atmosphere of the call.

Stop "educating" your customers. They don't care unless they are engaged. Talking about your company, your products and your reputation will not engage customers. Talk about them, ask about them, provide ideas for them and communicate in terms of them.

Who are you talking about—you or them?

3.) Ask the questions that no one else is asking.

The Problem:

Many representatives fall into the common trap of asking questions that are self serving. "What does your purchasing process look like?" is a mind numbing, self serving question that doesn't create new insights. Your customer hears these types of questions every day and they bring zero value to the dialogue.

The Solution:

Knowledge is a key ingredient to sales success, especially in a slowing economy. The more you demonstrate knowledge, the more prospects will take time to listen. And the best way to establish expertise is not by pitching features; it's by asking questions about the prospect world, issues, circumstance and frustration.

Ask questions that get customers to stop and think. Ask questions they haven't been asked before. Ask questions that get the customer to pause and say, "That's a really good question." Creating high impact questions takes extra time. But it's worth every minute. Start investing sixty percent of your time doing research, forty percent of your time making calls. I know this contradicts traditional wisdom, but this isn't a traditional selling environment.

Don't pick up the phone until you're absolutely ready to engage in a meaningful dialogue. You're not going to get a second chance in a slowing economy, so make sure every one counts!