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When it comes to sales, marketing, customer service and baseball... Ron Karr and I are like blood brothers!

We’ve been friends a long time, and have had lots of spirited dialogue about the preceding, even if he’s a diehard Yankees fan and I’m a Cub Crazy!

Ron is a speaker and author (“The Titan Principle”) who knows lots of good stuff about competing in tough times.

Here are snippets from a recent conversation:

Jeff Blackman: Ron, recently read your quick tips on “10 Top Ways to Sell More in a Down Economy” and wanted to dig deeper... you say, “A down economy is full of opportunities.” What specifically can one do, to find and create them?

Ron Karr: First, adjust your attitude and stop thinking there’s no business out there. Lots of people are “closing” lots of business, and so can you. It starts with your mindset. Second, remember in every problem, there’s an opportunity. Find the challenges your customer faces and provide solutions.

JB: You say, “Vendor loyalty is not as strong in a down economy.” So how do you get folks to switch to you?

RK: In good times, it’s easier for customers to stick with vendors they’re loyal to. In tough times, it’s harder to do, because everyone wants to survive. This is the time to find out what your competitors aren’t doing and provide an attractive alternative.

JB: So how do you protect your current customers and relationships?

RK: Treat your current customers/relationships, as if they’re prospects. The problem is when we convert a prospect to a customer, we stop doing the things that created the conversion. Find out what’s missing for the customer with their current supplier and offer it. We tend to get comfortable with customers. Meanwhile, your competitors are trying to figure out what you’re not doing and will do whatever they can to steal your business. Always stay on top of your customers’ needs, wants and desires. That’s the best way to keep your competitors at bay.

JB: While “rejection” decisions are usually driven by business-reasons, not personal reasons, how does one deal with tough times or lots of “No” decisions?

RK: Remember, “No” is the answer of no risk. “Yes” is the answer of risk. If someone says, “No,” simply tell yourself there’s something missing for the customer and ask what that is. Most often you’ll discover something that’ll allow you to improve your offer, reduce the perceived risk and turn the “No” into a “Yes.” Only 10 percent of all salespeople go beyond the first “No.” Sometimes, it can take five “No’s” before you get a “Yes.” On the flip side, you also have to know when “No” is “No” and you should move on.

JB: How should folks respond to decision-delayers like: “Things are really slow around here.” “We’re cutting or freezing budgets.” “We’re letting people go.” “Can’t make any new purchases for 90 days.”

RK: Raise your hands up high and yell, “I Give Up!” Only kidding! Many times, these statements are said to serve as protection, because others know you’re there to sell them something. Other times, these objections are real. However, that doesn’t mean you can’t still make the sale. If you can show prospects and customers how accepting your offer is going to help them with the objection they’re giving you, you’ll often get a favorable decision. Another tactic, is to walk them through a process of reducing the importance of the objection. For example, a customer says he needs a lower price. While you can’t give a lower price, you may be able to offer greater quality, superior service, etc. If a customer can’t afford any downtime and believes your service is the best, you can still get the deal... even with a higher price.

For more strategies on how to build and maintain a high performing sales culture or to convince Ron to give you his box seats to a Yankees game, take a peek at www.ronkarr.com

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Jeff Blackman is a speaker, author, success coach, broadcaster and lawyer who lives part-time on Marco Island. His clients call him a “business-growth specialist.” Send an e-mail to jeff@jeffblackman.com or go to www.jeffblackman.com to subscribe to his free e-letter.