If you've been around business as long as I have—or even half as long—you know the cycles are inevitable. There are highs, there are lows, and the real question is: how prepared are you for the downturns? That’s the heart of this conversation from my archive, with  than Matt Nettleton, a sales powerhouse and founder of DTB Sandler Training. Matt’s seen it all, from both the trenches and the boardroom, and he knows exactly how to help salespeople elevate their game. In fact, he’s the reason my own business took off years ago when he was my sales coach.

Here are just a few of the key points from our conversation: 

Maximize Your CRM: A CRM only helps if it’s used effectively. Make sure it’s tracking meaningful data and guiding your sales efforts—not just sitting idle.

Follow a Consistent Sales Process: Having a structured sales process moves prospects predictably from strangers to loyal clients. Don’t rely on luck; create repeatable steps for success.

Refine Your Story: Your story should resonate with your ideal clients. Know why customers choose you and use that narrative to build stronger, lasting relationships.

Prepare for Business Cycles: Sales isn’t immune to economic cycles. Anticipate downturns and use the right tools (CRM, process, and story) to protect your business when the market gets tough.

Know Your Target Audience: Understand your “elephants” and “squirrels.” Don’t chase big clients without the right resources, and don’t over-invest in smaller ones. Tailor your approach to fit each customer’s scale.