Sell in Challenging Times: A How to Guide to B2B Success

How to Sell in Challenging Times: B2B Strategies for Success
We know from sales leadership simulation assessment data that selling B2B solutions in challenging times requires more than sales perseverance — it demands a shift in sales strategy, sales mindset, and sales communication. Whether the challenges stem from your target clients facing an economic downturn, shifting market demands, or heightened competition, adapting your B2B sales approach is essential to sell in challenging times.

How to Sell in Challenging Times: B2B Strategies for Success
Sales leaders know that the ability to sell in challenging times requires the ability to focus on customer priorities, build a trusted advisor relationship, and add innovative value.

1. Always Be in Tune with What Matters Most
   The first step to selling in difficult times is about being in tune to the bigger picture, being clear about what has shifted, and understanding the client-centered implications of those changes. This might include an in depth knowledge of market conditions, customer priorities, or industry trends. To be in tune, spend time staying on top of:

   Key Customer Pain Points
   Identify how the current challenges affect your customers’ goals or create new problems for them to solve.

   Relevant Industry Trends
   Monitor shifts that influence demand, competition, or regulatory environments.

   Economic Realities
   Understand how broader issues, like inflation or supply chain disruptions, impact your clients’ budgets and buying cycles.

   We know from solution selling training participants that arming yourself with compelling insights helps you tailor your sales pitch to meet the moment rather than relying on transactional features and benefits.

   Is your sales team in tune with what matters most to your customers?

2. Reframe Your Value Proposition
   When the stakes are high, customers rightfully scrutinize every purchase decision. Your unique value proposition must be positioned as a “must-have” compared to all of the available alternatives, not just a “nice-to-have.” To do this, focus on:

   Ideal Target Clients
   Not everyone is built to be the best solution for every client. Focus on your ideal target client who will most appreciate, value, and benefit from your offerings.

   Immediate and Lasting Value
   Emphasize how your solution can address urgent challenges or create immediate cost savings.  Highlight how your solution adds increased value over time.

   Customization
   While all clients have similar use cases, each situation is unique.  Customize your approach and messaging to reflect each individual customer’s unique priorities and constraints.

   Is your unique value proposition compelling enough to your target clients?

3. Strengthen Relationships by Putting the Customer First
   In challenging times, relationships often matter more than the sale itself. Customers are more likely to buy from people they trust and who understand their struggles. Build stronger connections by:

   Listening Actively
   Ask open-ended sales questions to fully grasp your customers’ goals, problems, and needs.

   Being Flexible
   Offer creative solutions, such as phased implementation or flexible payment terms, to align with their specific circumstances.

   Demonstrating Empathy
   Show that you genuinely care about their personal and professional success, not just closing the deal.

   Are you viewed as a trusted advisor rather than a “salesperson?”

4. Focus on Keeping and Growing Current Accounts
   Acquiring new customers is often harder during challenging periods. Shifting your attention to existing customers can yield faster and more reliable results.  We know from business sales training data that happy customers who are receiving value are more likely to provide referrals and expand purchases.  Make sure that you:

   Up-sell and Cross-sell with Purpose
   Suggest complementary products or services that genuinely enhance value.

   Deliver Exceptional Service
   Go above and beyond to ensure current customers feel supported and satisfied.

   Stay in Touch
   Regular check-ins can uncover new needs or opportunities for additional sales.

   Does your sales team know how to grow existing accounts when times are tough?

The Bottom Line
Selling in challenging times requires a winning sales strategy and the right sales team with the motivations and capabilities to focus on what matters most, put clients first, and understand customers’ evolving needs. By reframing your value proposition, building trust, and adding visible value, you strengthen client relationships and grow your business. Is your sales team ready to meet the challenge?

To learn more about how to sell in challenging times, download The Top 30 Effective Sales Questions that Matter Most