Selling More When "Business is really down..."

This is a quick post about what to do when your customers or prospects blame the current economic downturn for poor sales. Typically, this comes in the form of an objection to your offer. 
What's a marketer to do in the face of this looming economic uncertainty? Simple... You go back and dig down deeply into your existing resources then pluck out a brand new revenue stream - that's what... 
If you have a "dead" file of leads that never converted, you have money in there... 
If you have an old product or service that's almost reached the end of its useful life, you have money in there... 
If you marketing collateral that has not been repurposed fully, you have money in there... 
Change your approach, and you'll change your outcome. 
Keep throwing money at it the way you always have and you're in for a disappointment. 
Try and move your expensive marketing processes (bulky direct mail pieces & expensive information collateral, lead-gen telemarketing, etc.) into more automated and cost-leveraged channels (email and autoresponder marketing, downloadable PDF's and streaming rich media, etc.). 
Call it hedging your bet. Call it stretching your dollar. Call it whatever you want... The result is lower cost per sale and returning some of that "lost" revenue, using what you're already paid for and have available to you immediately. 
I am certain that if you spend the next 5 minutes creating a list of all of your marketing resources, you'll have an "AHA!" moment... Give it a try!