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JULY 2025 I PCB007 MAGAZINE 55 Great salespeople know that recessions are a time when smart companies take market share; they don't lose it. 6. Don't Disappear One of the worst things you can do during a slow period is disappear from your customers' radar. This is exactly the time they need to know you're still there. Even if they're not buying right now, they still have problems, need insight, and want to feel connected. Stay present by sending useful updates. Check in regularly with your customers and prospects, and share success stories. Invisibil- ity is sales suicide. 7. Professional and Personal Development Sales downtime is self-improvement time. Slow periods are training camps for future top perform- ers. The best sales reps use this time to: • Learn more about their industry • Read the business book they've been meaning to read • Watch webinars on objection-handling • Practice presenting • Study the competition • Upgrade their soft skills The one thing no market can take away from you is your skill set. 8. Lead from the Front If you're a sales leader reading this, your team is watching how you behave when things get tight. Don't freeze up, complain about management, or hide in your home office. Instead of letting morale slip, roll up your sleeves and get to work. The best sales leaders keep the energy high and stay optimistic. They get in the trenches, lead call blitzes, and coach one-on-one. They share sto- ries of grit and hustle. Remind your team: We've been here before, and we'll get through it again. 9. Plant Seeds A down market is like winter: Nothing seems to be growing, but the soil is resting and getting ready. Smart salespeople plants seeds by: • Building a pipeline for the next quarter • Getting on RFP lists • Positioning for long-term contracts • Starting conversations that may take months to mature Smart, skilled salespeople know that some of the best opportunities don't start with an imme- diate yes—they start with a consistent presence. When the thaw comes, they're the first to harvest. Final Thought: Your Actions Define You As historian and philosopher Will Durant said (sum- marizing Aristotle), "We are what we repeatedly do. Excellence, then, is not an act, but a habit." Slow periods come for every industry, company, and salesperson. It's how you respond that defines your career. Anyone can ride the wave when it's high, but when the tide pulls back, only the stron- gest swimmers keep moving. So, the next time things get quiet, speed up. Pick up the phone, sharpen your pitch, help your customer, and learn something new. Make it a habit to keep showing up with excellence.