It's easy to think you're good when the good times are rolling and the economy is booming. Likewise, it's not hard to get disheartened when times are tough, customers are cutting back, orders are cancelled, companies are letting people go and you are looking ahead into a future full of uncertainties.

History shows that companies and sales people that fare the best during hard economic times do so by continuing to communicate with customers and build their brands regardless of temporary economic conditions. In the short term, sales organisations that can see through the haze of recession and stay focused on the needs of customers are most likely to be rewarded with increased customer loyalty and repeat sales.

Here are some things you might try doing as you face the challenge of selling in a recession. Think positively, smile, be enthusiastic about what you are selling and always, always, always, expect the best outcome. You'll be surprised how often you get what you expect.

Be thankful for what you have and show your appreciation to people who help you throughout your selling year. Focus on doing little things for your sales prospects and customers. In sales little things mean a lot. And in times of recession, people remember those little things better.

Be a true business consultant to your customer. Do your homework. Concentrate on both the results and the relationship. Keep in mind the 5X5X5 customer service formula that proved its worth time and time again in the lean eighties: Establish a goal of five sales calls every day, five days a week, for 50 weeks. Change the numbers to fit your business if you must. But as soon as you firm up your numbers think of nothing else.

Aim high if you want to exceed your sales plan during the coming year and don't be greedy! When you're calling on sales prospects for the first time don't ask for 100% of their business because that's what all salespeople do. Praise your sales prospect for the suppliers they have chosen. Ask them for only a small % of the business and the opportunity to earn the rest.

And then go and earn it! Remember you only need to be a little better to get a lot better selling results when you're selling in a recession.