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Guest post by: Cheryl A. Clausen Become an Author

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It’s scary right now. Some of our oldest and most trusted financial institutions have collapsed. Big businesses, the ones who are suppose to be bullet proof are closing, or getting gobbled up by competitors. Your best prospects have slammed their wallets shut. Quite honestly their scared and they don’t want to spend a dime that isn’t absolutely necessary.

Plus rather than being a passing problem this crisis could linger 3, 5, even ten years. When a similar economic downturn hit Japan it took the country 14 years to recover. Do you have the cash reserves to wait this out for 14 years? Who does?

At a time like this you don’t want to stick your head in the sand and just hope it will all go away. That’s the worst thing you could do. Ignoring the problem virtually guarantees you and your family will be numbered among the casualties that fall out of this crisis.

But you’re not a victim you’re a victor. So you have to do whatever it takes to make sure you have the one thing that will get you through this economic crisis. MONEY.

Yep, no surprise money is the one thing that will insulate you. The challenge is figuring out how to get that money when no one wants to stick their neck out and buy anything. That’s where you have a huge advantage over your big competitors.

You have the ability to prepare to succeed where others will fail. You know it’s tough out there and it isn’t going to get better any time soon. So you have to make what you have to offer indispensable to your prospects.

Right now people don’t want to spend money on anything they don’t perceive as an absolute necessity. The key to your success the key to getting the money that will get you through this is creating the perception of absolute need. This is easier than you may think no matter what you’re selling.

Did you know lipstick sales flourished during the World Wars? Yep, millions of tubes of lipstick were sold during a time of stress and duress. Now who can’t live without something like lipstick?

How could you sell lipstick when people barely had money to eat? When you had to collect coupons to buy staples, how could you sell lipstick? Lipstick marketers created the perception that a woman just couldn’t exist without lipstick, and it was that perception that drove their sales at a time when people simply didn’t have money to throw around.

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