Bring it! Those who have made our career in sales and marketing thrive in such an environment. Bleak economic news doesn’t have to mean gloom and doom: it’s an opportunity to demonstrate the value of our role in the organization. It isn’t easy and sometimes not much fun to be the one everyone looks to for the quick-fix. But the core of the job description is to bring in business and when times are tough, it’s time to perform.

The best solution, of course, is to position your organization so an economic down-turn doesn’t significantly impact you in the first place. But when it is inevitable, there are a few things that can help the cause.

Lead the charge! In most cases bringing in new business can’t be done by one person (even in good times), so getting as many people involved as practical can shorten the wait time. Sales people are in a good position to step up, lead the effort, solicit and gather ideas, and maintain enthusiasm toward the goal.

Pick low-hanging fruit. Closely evaluate current strategies and tactics, and brainstorm for ideas that will yield results quickly. This boosts confidence, as well as business. Although it may seem obvious, it’s critical to gather everyone’s input, particularly in a group setting. Exploit the collective market intelligence of your organization - you never know which small nugget of information will reveal a hidden opportunity.

Get out! My friend, Jerry Worsham, said, "Sales & marketing is a contact sport." Meet with clients, prospects, subcontractors, even competitors and work-mates. Resurrect old contacts and see as many people as possible. When business is slow, people have more time for you, so take advantage and gather information about the market and use it to your benefit.

Work smart and hard. Show colleagues that you mean business and that you take the responsibility of growing the business seriously. Although you’re leading the effort, don’t resist the sometimes-menial tasks to get the work done. It’s contagious, and your example will generate support from across the organization.