Heroes are not made when life is easy. That’s the philosophy salespeople — particularly in the building industry — should take to heart in a challenging economy, says Rick Davis, president of Chicago-based Building Leaders Inc. “It’s easy to see doom and gloom in every aspect of the housing industry these days,” he points out. “What sales professionals need to remember is that rising above challenging experiences make leaders. The current downturn in the economy provides salespeople with an ideal opportunity to earn credibility and set themselves apart in this industry.”

Or in any industry, for that matter. According to Davis, author of the book Strategic Sales in the Building Industry, demonstrating calm in the face of the storm can add credibility to a salesperson’s overall image. “Wringing your hands and complaining will not increase sales,” he says. “But prospecting unique areas can uncover diverse selling opportunities.”

Davis urges businesses to keep a close eye on the competition because it can help stimulate sales lead generation efforts. Inevitably, some companies will fail during economically stressful times. That’s when savvy salespeople can surge ahead and capture potential customers through more aggressive sales techniques. “A single key is knowing your market and where every potential customer purchases products,” he says. “If you wait until a competitor closes and then start scrambling to gain their business, you’re too late.”

Davis also suggests that salespeople maximize exposure of their brands during an economic downturn. “Building brand awareness and demand are essential ways for salespeople to increase business,” he says. “Gone are the days when salespeople could pick and choose the leads they wanted to follow up on. In today’s marketplace, every lead deserves attention.”

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