Selling in Times of Uncertainty
One thing’s for certain – nobody likes uncertainty. If you're feeling anxious about the economy right now, you’re not alone. Whether it's lower bid volume, longer sales cycles, budget freezes, or vague client replies like “we’re not sure if now is a good time to spend”, uncertainty is in the air.
At SKAIL, we work with firms that have either small sales teams or no formal business development team at all. When decision makers hesitate or want to go in a different direction, it can quickly affect a small business’s pipeline. However, there are ways to sell effectively - even when your prospects are nervous about spending.
Some things you can do to stay confident, credible, and connected in rough waters:
1. Lead with Empathy, Not Urgency
You may be feeling a sense of urgency, but sales interactions should never be about you. Your prospects are under pressure too. Instead of pushing for a sale, try something like:
“I know a lot of teams are tightening budgets right now. Let me share how others in your space are navigating that.”
This opens the door to a real conversation, not just a transaction.
2. Emphasize Value as it Relates to Risk Reduction
When times are tight, buyers tend to become more risk averse, but they don’t stop spending. They do, however, become more selective. Focus your communication on how your services save time, reduce costs, avoid costly mistakes, or otherwise make their lives easier.
3. Offer Smaller Starts or Pilots
When a big engagement feels like too much for them, give your prospects a way to dip their toes in:
A quick needs assessment instead of a full system overhaul
A smaller qualitative project before a large quant or tracker engagement
A monthly contract instead of an annual
This reduces their perceived risk and gives you a chance to prove your value.
4. Stay Present Even When They’re Not Ready
In uncertain times, staying top-of-mind wins. That doesn’t mean harassing them. It means:
Sharing helpful content or industry insights
Checking in with no-obligation messages
Commenting on their posts or celebrating even their smaller wins
It’s difficult to be patient but if you put in the effort, you’ll be the person they remember when the timing is right.
5. Focus on Your Sales Process
When deals stall, it’s tempting to throw strategy out the window and go rogue. Instead, tighten your process and focus on what you can control. Track your pipeline, know your conversion rates, set realistic activity goals, and most importantly, get help if you’re stuck.
Uncertainty isn’t a reason to stop selling. It’s a reason to sell smarter. Need help? Let’s talk: www.skailconsulting.com/contact.