Inbox: Can you point to at least one way to overcome the latest crop of recession-driven price objections?
Gordon: There are lots of books out there that talk about price objection techniques. My advice is don't use those techniques in the books. Unlike in good times when someone gives a price objection and has something behind it, in a recession, a large percentage of accounts don't have a lot of money. Don't start doing a lot of Jedi mind tricks to overcome price objections. It will come off badly.
Have a degree of empathy for clients. If you come off like you are using techniques, they will tend not to trust you. They have to tell you what their problems [are].
What can you do? Get back to asking questions. … Their budget may have been cut in half. If you know that, you may recommend moving from a full-page to a half-page ad. Or move from print to online. You have to ask questions.
Inbox: What are some of the biggest misconceptions about selling in a poor economy?
Gordon: That people stop buying things. People still have businesses to run, and they need to communicate and they need products shipped out. A lot of people [are] living in the immediate moment and not seeing the long term. Business has slowed, not stopped. And all recessions will end.
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The Secrets of Direct Marketing Arithmetic
