Ok so its official, the R word is here – and yes it' tough but tough times don't last forever. I would ask how ready businesses will be for the up turn when it happens.

So much has been written about strategies designed to weather the storm and yes battening down the hatches is certainly one approach. How about another strategy – what about using this time as an opportunity to develop the skills of your sales teams?

Reducing budgets and restrictions inevitably mean that we are working harder than ever to win those all important sales. As target thresholds become harder to meet – are we in danger of jumping on the bandwagon of low morale and living out our own self fulfilling prophecies in our sales approaches. Suddenly the teams fall into the ‘I told you they didn't want it' trap and this manifests itself in negative questioning and permission based language. Empathy becomes sympathy as the sales team attempt to provide a realistic and understanding approach to their client's issues and challenges, the creation of need and sales opportunity can be negatively affected as a result.

Whatever the service or product we promote, we are providing clients with the necessary information/ tools to make decisions and generate their own business growth. Surely it is more important than ever to think out of the box and seek alternative solutions to clients needs.

In addition to building new clients and exceeding sales targets now and for the future, what spin offs would be evidenced if the workforce witnessed continued investment in them? Developing a flexible, motivated workforce – armed with the skills and the determination to keep going when others fail simply has to on the top of the agenda.