When it comes to selling a product it doesn't really matter much if you are facing a financial crunch time or not. What matters is if you the marketer or salesperson has established need. If the need is there and it is soundly perceived by the prospective customer they will find a way to obtain your product. This is why marketers and salepersons need to be certain to know and understand their clientel both current and prospective. Learn about your client and take the time to develop a relationship as early as you can. Relationships are built on trust. To a client this means, you will do good work, not embarass him/her, you will treat them honestly and fairly, that you will look after the clients interests first, and that you are interested in them as a person or entity. If you have accounts for your product, every account should have a relationship strategy. The plan should have a method or description of how you will be so positioned with a client in the relationship that a competitor will have difficulty displacing you. Think about the client or market. Think about their organization, products, goals, and problems. All this is of interest to you.