Sales is never an easy profession but it is a lot easier to hit targets during an economic boom. The budgets get a little bigger and the consequences of making a purchasing error are much more manageable. Selling in a recession is difficult because the exact opposite is true. Budgets are reduced and an unnecessary or bad purchase decision can cost someone their job. It would be wrong to assume that deals don’t close during recessions. Deals occur during economic downturns but they just become much harder to get through. Buyers use a lot more scrutiny when evaluating solutions. The strength of the product alone cannot carry a salesperson to their targets. To succeed in B2B sales during a recession, the salesperson needs to be well-prepared with the right skills and knowledge.