Right now, selling is a tough business. After heady days of excess, people tighten their belts in a natural reaction to an economy that may or may not be in recession. However, there are still people who need or want to buy your products and services. If you’re a marketer, it’s more important than ever to be on top of your game.

Here are seven tips for selling your products and services even if the economy is in a downturn:

1. In a down economy, people feel more comfortable buying value, reliability, versatility, and effectiveness. They want practical solutions to their problems. They may not be as keen on the bells and whistles right now.

2. Get back to training not only in sales but in your products and services. Improve your sales technique. And study your own products and services. Become an expert.

3. Stay positive with your prospects. Your prospects are already fearful. Make sure you don’t add to that fear. Highlight the positive aspects of your business and products. Be confident in your presentation and follow through.

4. Be authentic. Do not try to be what you are not. If you’re naturally funny, a little humor in your presentation can be a great way to break the ice with your prospects. But if you’re normally a serious person, artificial humor can fall like a brick and turn off your prospects. Be yourself and let your prospects get to know you as you get to know them.

5. One-on-one personal selling returns. Talk to your prospects to develop long-term relationships. Ask questions and really listen to the answers. Be sure to incorporate those responses into your presentation. Devise a custom solution to solve your prospects’ problems.

6. Communicate with potential clients. Deliver an accurate and complete proposal to your prospects. And be sure to follow up. Fully answer any questions your prospects may have. And ask if there is anything else you can explain.

7. Make it easy for your customers to buy from you. Prepare your paperwork ahead of time. Offer a variety of payment methods. And once the deal is signed, be sure to keep in touch with your customers.

This is not the same sales environment you probably faced a couple of years ago. Sellers now have to sell their products and services. It’s what we should have been doing all this time. Go back to the basics of selling.