Be all you can be to beat the recession

You need to be a salesman, yes. But also a retailer and educator.

You need to strive to do more than just go through the motions every day. Making every stop on your route without running over a customer shouldn’t be the greatest accomplishment of your day. You need to face every stop with energy and enthusiasm. Not a fake cheerfulness, but a real determination.

I realize that’s not as easy as it sounds. Trust me. I’m not a high-energy optimist. I’m as easily de-motivated as the next guy. I often think my travel mug is half empty — even when it’s full. In fact, the only thing about me that’s always positive is my blood type.

But attitudes, good or bad, are as contagious as a yawn. If you’re overwhelmed by all the bad economic news, here’s my advice: Avoid it. Don’t watch the news. Turn off news briefs on the radio. Stick to the comics and sports pages. I’m not saying live with your head in the sand.

But news people aren’t known for being optimists.

Overall, if you try to be the best retailer, educator and salesperson you can be, you’ll make it through this downturn. To paraphrase the old adage: Tough times don’t last, but tough mobile dealers do.

Phil Sasso is president of Sasso Marketing Inc. (, a technical marketing agency specializing in tools and equipment. Subscribe to his free marketing tips at

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