Sales psychology 'must be understood'

Understanding human psychology is key to the success of sales departments during a recession, it has been claimed.

Dr Peter Hughes, managing partner of marketing theory agency Cognition PR, said that the more people believe a recession is going to happen and things are going to get worse, the more likely that is going to be the case.

He commented that if people and businesses can discipline their behaviour they could be successful during the downturn and put themselves in a position to bounce back out of it.

Dr Hughes added: "Just because there is a downturn, doesn't mean things can't take a turn for the better, it depends what our attitude is and how we deal with it."

According to Cognition PR's PR Sales & Marketing in a Recession newsletter, published October last year, deciding the returns required on marketing investment, avoiding the most wasteful types of advertising and keeping in constant touch with your existing customers are essential to survive a recession.

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Filed: 26-01-2009