Specialist Carlos Rosales, with renowned expertise and international reputation in the field of business and sales, addresses the topic of selling in difficult times for our readers and users.
“History shows that sales have survived recessions, pandemics, wars, and natural disasters. Every crisis brings fear and uncertainty, but it also opens the door for those who understand that selling is, above all, about helping,” the leader of the Neurosales consulting firm assures and explains.
“This text is born from my own experiences, both as a mentor and as a salesperson, facing those moments of paralysis and doubt.”
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Keep things in perspective
“The crisis is not under your control. You didn’t cause it, nor can you stop it, but you can decide how to respond.”
– Fear is natural: our brain pushes us to flee or freeze. What we need is to activate the rational side that allows us to think about strategies. This isn’t a time to panic, but to act with intelligence and humanity.
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Sell with the right intention
“In difficult times, selling isn’t about closing deals at any price. It’s about supporting, providing clarity, and helping the client achieve results they wouldn’t achieve alone. Today, that may mean saving jobs, sustaining operations, or preparing for recovery.”
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Three essential rules
Rule A: Don’t talk about yourself
– Your client is in survival mode. Change “we have a new product” to “this is helping others face the challenge.”
Rule B: Be patient
– Decisions aren’t instantaneous; they take longer. If you push, you lose. Be patient: selling during a crisis is a marathon.
Rule C: Create value in every interaction
– Don’t just call to “check in.” Offer useful ideas, cases, or strategies. Every contact should provide clarity, even if there’s no immediate purchase.
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Offer conversations, not products
“An effective tactic is to propose 20-minute executive meetings to share what you’re seeing in the market. Not to sell, but to provide insight.”
Sample message:
“Hi, this is [your name] from [your company]. I’d like to invite you to a brief session to share what’s working in other organizations and give you ideas that can accelerate recovery. Even if we don’t work together, it might be helpful (it’s timely and helpful). How about Wednesday at 10:00?”
– You’ll convey empathy, professionalism, and leadership.
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Handle upset customers
-Some will react with irritation. Don’t take it personally. A possible response:
“I’m sorry if I called at a bad time. I know the situation is complicated. I just wanted to share ideas that are helping other customers. If you prefer, I can send information or call back later.”
-The goal is to move the conversation from the current chaos to a future with solutions.
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Have or count on a theory before making contact
-Do not improvise. Ask yourself:
- How can I help you recover revenue?
- How can you reduce costs without losing quality?
- What ideas can reconnect your company with its customers?
“If you don’t have answers, you’re not advising: you’re just selling randomly.”
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The great opportunity to be a true advisor
-Many salespeople disappear in a crisis. Others persist without sensitivity. Only a few combine empathy, commercial vision, and leadership. You can be one of them.
“Your clients won’t remember what you sold them, but rather how you supported them in their toughest moments.”
Sales don’t stop. They change. And those who understand this not only close more deals, but also build long-term relationships based on trust and results.
Are we ready to make a difference?
Author Bio, Carlos Rosales
Carlos Rosales is a postgraduate professor at several universities in Colombia, Panama, Venezuela, and Guatemala. Author of the books “People Buy People,” “People Buy Leaders,” and “Epic Sales Blunders,” with more than 90,000 copies sold. He is a trainer of sales professionals throughout Latin America. He is a high-impact speaker and mentor.
Distinguished by LinkedIn as one of the Top Voices in Latin America and by GOIntegro as the Top 12 HR Influencers in Colombia.
He is currently the director of Consultores Neurosales, a training and human development company with a presence throughout Latin America.
Main reference image: Photos on Unsplash
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