By Pam Cytron | The Founders Arena
Volatility gets blamed for a lot — canceled meetings, missed numbers, quiet quarters. But if you’re in the business of building — and more importantly, selling — this isn’t a setback. It’s a signal.
Down markets, as painful as they can be, tend to favor the bold. They reward focus over flash, grit over noise, and real relationships over inflated valuations. While no one knows exactly where the market will land on any given day, one thing is certain: sales doesn’t wait for certainty. You don’t need a prediction model — you need a playbook. A mindset. A mantra.
Because volatility isn’t just decline — it’s movement. And movement creates opportunity. For salespeople and founders, this isn’t a storm to weather — it’s a wave to ride. The real risk isn’t in the market. It’s in doing nothing at all.
That’s why we put together Eleven Sales Truths for Turbulent Times — not theory, not wishful thinking, but hard-earned lessons for those ready to lean in when others pull back. Here’s what we believe:
- Fear Sells — Because You’re Selling Trust
What are you really selling right now? Confidence. Trust in your product. Trust in your systems. Trust in your team. Fear makes people cling to what feels reliable. Be the calm in their chaos — and you win.
- Sales Is a Contact Sport — So Suit Up
You’re not going to win deals from behind your inbox. Selling means getting in the game: showing up, following up, staying up. Turbulent times don’t reward the silent. They reward the ones who stay in motion.
- Empathy Is Your Strongest Currency
Everyone’s a little rattled. Use it. Understand their reality. Speak their language. Don’t pitch at people — connect with them. Relevance = revenue.
- Value Over Price — Always
Budgets are tight, but that doesn’t mean they’re closed. The best buyers aren’t looking for the cheapest thing. They’re looking for the last thing they’ll have to buy. And if you’re early-stage and they want you? Guess what — they really don’t want you to run out of money. That means closing your deal is as much about their survival as it is yours.
- Use the Data, Not Just Your Gut
Gut instinct gets romanticized, but don’t ignore your numbers. Who’s opening your emails? Who’s actually clicking, calling, replying? Optimize for signal. Don’t chase ghosts.
- Double Down on the People Already with You
Your current customers are gold. Serve them. Be present. Be proactive. They’ll stick around,
grow with you — and if you’re doing it right, become your best salespeople.
- Change the Game, Don’t Wait for It to Change Back
Now’s the time to get scrappy. Experiment. Try a new vertical. Partner with someone unexpected. The old playbook isn’t working? Good. Write a new one.
- Culture Closes Deals, Too
People can smell desperation. Keep your team positive, focused, and laughing when it counts. Momentum is contagious. So is panic. Choose wisely.
- Build for the Bounce-Back
This won’t last forever. While others are curled up in fetal position, prep your team, clean your pipeline, and be ready to sprint when the market exhales.
- Founders, This Is on You
No matter how much you hate it, founders are the head of sales. Your story, your passion, your grit — that’s what people buy. You don’t get to skip this part. You’re the first, and often best, closer your company has. Just let someone else do the contact.
- Bots Don’t Sell — People Do
Let’s talk about those productivity-tool sales emails flooding everyone’s inbox. You know, the ones written by “AI,” signed by a name that sounds suspiciously made up? I deleted 10 of them before 9 a.m. this morning. They weren’t selling. They were spraying. Sales is a human connection sport, not a bot-generated keyword dump. And if we’re going to make bots talk to people, let’s at least train them with some EQ. Better yet? Call someone. Yes — actually call them. It’s shockingly effective. Old school? Maybe. Effective? Always.
In closing, you don’t get to choose the market — but you do get to choose your mindset. The founders and sales leaders who thrive in down markets aren’t doing less; they’re doing it differently. They listen more intently. They sell with greater purpose. They serve more deeply. In uncertain times, sales isn’t something you pause — it’s something you practice. Call by call, conversation by conversation, close by close. That’s not just how you survive volatility — it’s how you build through it.
Pamela Cytron is President of The Founders Arena, a renowned Technology Entrepreneur and recipient of numerous awards for her outstanding contributions to the industry. With a keen understanding of tracking technologies and a flair for developing innovative strategies, Pam has consistently met the demands of the industry while driving revenue growth. Her impressive career started early, making her first #fintech sale at the age of 19. Pam possesses a unique and visionary mind that effortlessly connects people, problems, and technology, leading to exceptional results in her endeavors.
