Selling in a Downturn Economy - A summary

In a downturn, companies may face budget cuts, making sales challenging; to address this, the authors advocate for provocation-based selling, which focuses on highlighting critical issues that compel customers to allocate funds. Sales professionals should identify key issues, formulate provocative insights, and present them respectfully to encourage decision-makers to recognize the urgency of addressing their problems. This approach differs from conventional solution-selling by challenging existing perspectives and addressing unacknowledged pain points, ultimately helping drive project investments when budgets are tight.