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I get a ton of e-mails asking me to solve sales dilemmas. Here are a few that may relate to your job, your life and, most important, your sales thought process right now:

Jeffrey, In the current economic downturn, how should I attempt to sell to municipalities that have no funding through the budget? – Chad

The answer is: You cannot sell where there is no budget unless you’re willing to take future payments against future budgets. My recommendation for you would be to find another resource, because municipalities will be hurting for the next five years.

Jeffrey, How do you recommend that I sell to a company that’s “weathering the tough economy”? I’m a young company and I’m trying to close that crucial first sale. My product is an advertising/marketing solution, especially advertising for credit card companies. As you know, advertising is one of the first places companies scale back their spending (even though tough times are the best time to ramp up advertising). My selling proposition is NOT for companies to increase advertising spending. In fact, my proposition is that my product will decrease advertising spending and augment the effectiveness of their other advertising efforts. – Jeromy

Jeromy, Stop using the word “advertising.” Nobody wants to advertise, but everybody wants what advertising does. Focus on words like “increased sales,” “increased traffic,” “increased exposure” and “increased profit.” The key to your sale lies in the customers’ ability to see what is in it for them and act accordingly.

Jeffrey, What is your inspiration for writing? How do you think of your ideas? – Morgan

Morgan, I pay attention. I think. I read. I wonder. I create. And I observe everything and everyone around me. Those elements form the basis of idea generation. The secret is: The more positive your attitude is, the more likely it is you’ll have a great idea. The BIG secret is: Capture your idea IMMEDIATELY. On your laptop, on your cell phone, on a piece of paper – anywhere you can – because it’s likely you will forget it. I learned this lesson the hard way: thinking of a great idea, and telling myself not to forget it, and not writing it down. Gone.

Jeffrey, I have some feedback that will be positive and challenging. I trust you will consider it. Take it or leave it. Your writing is inspiring, except for one line: “Eh, not you, Sparky!” I often get a lot out of your writing and speaking, but the putdowns do nothing for me. I’m a skilled salesman, and I do not consider myself a king, but having you assume I think I’m king gets you no points in my book. You are good. You are funny. I saw you in Minneapolis a few years ago. But the putdowns keep me from referring you to more people. Positively yours, Tom

Tom, I write what I believe, and I write what I know to be true. Most salespeople (maybe not you, Sparky) are not that good. I’m not putting them down; rather I’m throwing a glass of cold water at them and hoping they will wake up and read what’s next. There are a lot worse things in the world of selling than me poking a salesperson in the ribs. Why don’t you try passing my stuff along to others and see how they feel about it?

Jeffrey, I am switching my business model from B2B to consumer. I was doing recruiting for big pharma. Now I am selling resume writing and interview prep services to the public. What, if any, changes do you advise from a marketing and selling aspect? Sincerely, Richard

Richard, Here are 2.5 suggestions for you: 1. Give a few away in exchange for testimonials. 2. Get video clips AFTER the interviewees are hired (the real proof). 2.5. Get a few employers to say how impressed they were with the candidates.

Jeffrey Gitomer can be reached by phone at (704) 333-1112 or by e-mail at salesman@gitomer.com. © 2009 Jeffrey H. Gitomer