You can’t always control the wind—but you can control your sails. (Tony Robbins)
For sales professionals, uncertain economic times aren’t a signal to retreat; they’re an invitation to refine, refocus, and rise. Here’s how to ‘paint the windows black,’ block out the noise, and sell with dignity—even when the market feels shaky.”
The Storm Outside vs. The Focus Within
Economic uncertainty can feel like a relentless storm. One minute, forecasts are sunny; the next, dark clouds loom. For sales teams, this volatility triggers “Sit Tight For Now” decisions —clients tighten budgets, defer decisions, and skepticism grows. But here’s the truth: the storm outside doesn’t have to dictate your momentum inside.
“Painting the windows black” isn’t about ignoring reality. It’s about choosing where to direct your focus. Instead of fixating on macroeconomic doom, zero in on what you can control:
- Your daily actions
- Your mindset
- Your commitment to serving clients
- Your ability to adapt
The Unwavering Pulse of Commerce
It’s easy to assume everyone has stopped buying. But here’s the reality: hundreds of billions of dollars are still spent every month in the U.S. alone. Commerce doesn’t stop—it shifts. Your job? Find the buyers who are ready now and nurture those who will be soon.
How to Adapt:
Sharpen Your Prospecting:
- Target industries less impacted by downturns (e.g., healthcare, essential services).
- Listen for signals of urgency (e.g., “We need to cut costs” or “Our current solution isn’t working”).
Reframe Your Messaging:
- Address pain points exacerbated by uncertainty (e.g., inefficiency, risk mitigation).
- Highlight the Return on Investment, not just features.
Ask Better Questions:
- “How is the current climate affecting your priorities?”
- “What would make this decision easier for you right now?”
Nurturing Seeds in a Shifting Season
Some buyers will delay—but that doesn’t mean you disengage. Dismissing them is shortsighted; pressuring them destroys trust.
Instead:
- Build relationships without immediate expectations.
- Offer value (e.g., insights, free resources).
- Position yourself as a trusted advisor—not a pushy salesperson.
Remember: When the economy rebounds, clients will remember who stayed helpful—not who disappeared or demanded a sale.
Keeping Morale Alive in the Trenches
Uncertainty hits sales teams hard. Commission checks shrink. Leaders miss bonuses. Business owners panic. This is where leadership defines culture.
For Sales Leaders:
- Be the calm in the storm. Acknowledge challenges but focus on solutions.
- Celebrate small wins (e.g., “Great discovery call!” or “You handled that perfectly!”).
- Shift metrics from lagging (closed deals) to leading (meaningful conversations, pipeline growth).
For Salespeople:
- Control what you can: Activity levels, skill development, attitude.
- Lean into service. Zig Ziglar said it best: “You’ll get everything you want in life if you help others get what they want.”
A Lesson from 2009: The Power of Resolve
After the 2008 crash, my team made a choice: We wouldn’t let fear dictate our effort. We focused on fundamentals—connecting, listening, solving—and in doing so, we created momentum.
Key Takeaway: Economic storms don’t last forever. The teams that thrive are the ones who refuse to let external chaos derail internal discipline.
Selling: The Lifeblood of Economic Vitality
Sales isn’t just about quotas—it’s about fueling progress. Every transaction creates jobs, funds innovation, and strengthens communities. Selling with dignity isn’t sleazy; it’s essential.
How to Thrive Now:
- Double Down on Service
- Solve real problems. Clients remember who helped them survive tough times.
- Sharpen Your Skills
- Use slower periods for training, refining pitches, and researching prospects.
- Stay Empathetic
- Listen more. Pressure less.
- Remember Your “Why”
- Connect your work to the bigger picture: You’re not just selling—you’re enabling growth.
Paint Your Windows, Not Theirs
Uncertainty will always exist. But the best sales professionals don’t wait for calm seas—they learn to sail in rough waters. By focusing on what you can control, serving with integrity, and leading with empathy, you won’t just survive—you’ll thrive.
Paint your windows black. Block out the noise. And sell like the economy depends on it—because, in many ways, it does.
Harry Spaight is a sales leadership coach and author of Selling With Dignity. He equips organizations to develop sales leaders who inspire and empower high-performing teams.