It's time to take stock of the way that you run your business. Some changes may need to be made in order to survive the current economic environment. The fact is that some distributors won't be around much longer if they don't make changes to their business model. Take these steps to avoid becoming a member of that group.

1. Tread slowly and carefully

Building bonds of trust with new prospects is more important than ever in a difficult economy. lt will be harder than ever to do business with new people without completely checking them out. One way to accelerate that process is by personally calling on prospects before you actually do business with them. That way you have a chance to interview the people with whom you are dealing.

Having a face-to-face meeting will give you a greater sense of how they will be to work with and if they have the capacity to pay on time. While in a prospect's office, try to learn if he has previously purchased promotional products, his expectations of you, and how he will conduct business. Since it's impossible to find out everything in just one call, be as observant as you can while you are there.

2. Look in the right places

Some industries are in such disarray and could be for years to come that you should avoid calling on them. Groups like real estate brokers, agents, and mortgage companies simply aren't buying because their industries are struggling too much to have a viable marketing need. Focus your efforts instead on customers who have better chance of succeeding in the current business environment. Read your newspaper's daily business section to find positive stories about companies that are moving forward with new business and make note of the ones that are buying ads.

3. Diversify, diversify

As comfortable as it may be to have only one or two large clients, it's simply too risky to depend on a small client base at this time. Keeping all your eggs in one basket is never a good idea. For greater security, call on a wide range of clients in different industries. Selling is just like the stock market. Long-term success comes from keeping a diversified portfolio, not investing in only one company.

4. Expand your product knowledge

Show prospects things that are new and exciting. Some distributors claim that there is really never anything new, only rehashes of old things. There is nothing farther from the truth. It's easy to find new things to offer by attending trade shows in different parts of the country in order to get new ideas. If you're located in Texas, attend the Promotions East Show every year in Atlantic City. It's unlikely that you'll see another distributor from Texas at that show and you'll have the chance to learn about new products and trends before any of your competitors back home.

5. Cause more referrals

The fastest way to increase business is by having your customers pass along your name to people with whom they work or do business. They will be willing to do so as long as you are providing them with excellent products and services. Start actively seeking referrals by asking your satisfied customers if they can recommend you to some of their contacts. All successful distributors generate a large amount of their business from referrals.

6. Be open-minded

The people who will successfully survive in a changing world are the ones who can look at all things differently. If you've been avoiding joining a leads group because it might not be convenient, now's the time to do so. If you've been reluctant to spend the necessary money to promote your business, wait no longer. Pre-conceived notions hold you back from expanding your efforts. You won't learn about opportunity by keeping a closed mind.

7. Work on your “people” skills

Some people just can't help themselves; they just have very little personality. Being able to successfully talk to all kinds of people is a requirement in sales. Unfortunately, some people do not know how to talk to others. If you need help in becoming a better conversationalist, read a couple of magazines every month on topics you know nothing about. If you're fisherman, start reading a golf magazine, etc. You can't sell people interested in golf if you don't know anything about that sport.

8. Keep your priorities in order

When times change, many people think that they need to cut back on their current selling efforts. This is a mistake. If you're good a what you do, use this time to pursue new business, wherever you can find it. You may even end up taking some away from your competitors! Successful people do the exact opposite of what other people are doing. You'll find that by being aggressive in both calling patterns and your advertising/self promotion, you will place yourself far ahead of most of your peers.

Finally, there are two ways to look at things these days, either in a positive or a negative way. Many people can't help from singing the blues because they have a propensity for feeling sorry for themselves. No matter what you're doing --attending a trade show, calling on customers, or conversing with people with whom you work -- don't share your tales of woe or medical condition with others. Everyone has problems and they don't really want to hear about yours. Having a positive attitude is the better way to go. Doing so, as well as employing the steps suggested above, will increase your business exponentially. In times like these, positive salespeople are the ones who will attract the big money.