Marketing and Sales in Times of Crisis

Hello, how are you? I’m Dr. Carlos Valdez, founder and director of Mercadotecniayventas.com. Our mission is to educate and inspire students, academics, and professionals in the areas of marketing and sales. We focus on generating innovative and practical content to help you create value in your clients’ lives, even — and especially — during the most difficult times.

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The title of today’s video audio blog of April5 of 2025 is Marketing and Sales in times of crisis.

Introduction

The global economy is cyclical. Crises come and go. This isn’t the first and it won’t be the last time we face financial uncertainty. However, during these complex periods, the marketing and sales departments play a more important role than ever. Companies that know how to adapt not only survive — they emerge stronger.

Today I want to share some strategic and tactical recommendations to maintain and even strengthen your marketing and sales efforts in difficult times.

What to Do in Times of Crisis?

1. Don’t Cut the Marketing and Sales Budget Too Much

The most common mistake is shutting down activities just when they are most needed. I understand the need to optimize resources, but this is the moment to strengthen your presence, not disappear. You may need to adjust your channels or tactics, but don’t stop communicating, attracting, and selling. As the saying goes: “You don’t sell if you don’t advertise.”

2. Readjust Your Goals and Expectations

You can’t measure success using the same metrics as in a thriving market. Review your goals and adapt them to the new reality. Instead of focusing solely on short-term results, also measure the quality of your relationships, engagement with your community, and the trust you generate.

3. Stay in Constant Contact with Your Clients

Visit your clients, call them, listen to them. Maybe they can’t buy from you today, but they will appreciate that you were there for them through thick and thin. Share insights, offer value, and stay present. This emotional connection will be key when good times return.

4. Focus on Generating Value

The essence of marketing and sales is to generate value in the lives of consumers. That should be your compass, even during turbulent times. Ask yourself: How can I help my client today? What information, product, service, or experience truly solves a current problem for them?

5. Don’t Fall into a Victim Mentality

Attitude is everything. If everything’s bad and you join the pity party, you’ll become paralyzed. During the pandemic, the companies that were already selling online, had mobile apps, and digital processes actually grew — even in the middle of the storm. Visualize how you can create value today, supported by technology.

6. Leverage Technology and Artificial Intelligence

Tools like ChatGPT, Zapier, ActiveCampaign, or Zoho CRM can help you automate repetitive tasks, personalize communication, and generate real-time reports. Use these technologies not as replacements, but as strategic assistants that give you more time to focus on what truly matters: your clients.

7. Strengthen Your Personal and Company Brand

In times of crisis, trust becomes the most valuable currency. People don’t just buy products or services — they buy certainty, familiar faces, and brands that make them feel safe. This is the perfect time to position yourself as a thought leader in your industry.

📌 Key Actions:

• Post valuable content consistently on social media (LinkedIn, Instagram, TikTok).
• Share lessons, real stories, and client experiences.
• Use video and voice to emotionally connect with your audience.
• Participate in webinars, interviews, and podcasts (your own or others’).

Human and empathetic brands stay in the minds and hearts of customers. When the storm passes, they’ll come to you — not just for what you sell, but for what you represent.

Conclusion

After the storm comes the calm, but you must know how to navigate through it. At Mercadotecniayventas.com, we firmly believe that great opportunities are often born from crises. Brands that manage to stay relevant, human, and close to their audiences during these times will be the ones leading when stability returns.

That’s why I invite you to keep learning, adapting, and growing with us. Visit our store to download our free resources and explore our courses that prepare you to lead with intelligence, creativity, and strategy.

📌 Remember: in marketing and sales, we must always create value.