You can't just market your way out of a recession — you must sell your way out of tough times. Every successful sales and marketing campaign has "push" and "pull" dynamics at work. "Pull" is the business you attract; "push" is the business you pursue.

Doing business in tough times means doing more of what you do in good times. For managers, increase your promotional activities. This includes trade shows, advertising and direct mail. Why? Because 75 percent of companies cut back on promotional spending in tough times. The marketing noise level is lower in tough times, as fewer companies promote.

This counter-intuitive business strategy can pay huge dividends if you use it to your advantage. Take this opportunity to let the market know your company is on solid footing; reinforce your stability as others bemoan their vulnerability. Announce your plans for the future and investments in research and development. Let them know they're dealing with a company that has weathered many economic storms. It's the same feeling of security as when you fly through turbulence knowing there is someone in the cockpit who has navigated through rough weather plenty of times.

But marketing — creating pull — is not enough. Salespeople must get busy. You need to work harder in tough times. If you want management to increase its promotional efforts, you must increase your promotional efforts. Leverage all of your customer relationships. Ask yourself, "Am I getting all of the business I could be getting from this account?" Leave no stone unturned.

Be a hope merchant for customers. Bring them good news — they'll welcome your optimism. While your competition walks in hoping for some business, you're helping buyers feel good about the future. Who would you rather have call on you if you were the buyer? Ask questions that stretch the buyer's time horizon so they think about the future. When your buyers lock in on today's misery, they lock out the hope for tomorrow. Your job is to re-direct their thinking. Discuss the customer's growth plans. Ask about projects that will make it off the drawing board as the budgetary spigot opens. Ask customers what they're planning today for tomorrow. Lay the groundwork for future business.

Remind customers of your added value, and reassure them that your company is investing for the future. Discuss product and service enhancements. If your company is investing in training, tell the customer about it. If your company is investing in technology to become more efficient, share that news. You must stay the course in tough times and resist the temptation to cut prices. Your value-added programs, service and quality got you where you are today. Why change your message now?

As spring follows winter and day follows night, good times follow tough times. They always have. They always will.