Most companies entering a period of slow growth or recession run for cover. In other words, they make sure that they batten down the hatches and restrict cost intensive activities as far as possible. This also impacts how they run sales. Companies tend to downsize the sales force based on the argument that sales are bound to take a knock during the recession. All sounds good and logical. However, what if you were to take different approach? What if you were to decide that a recessionary period is in fact a good time to shift market share; a good time to expand contacts and a good time to redefine value in the face of what difficulties most companies will face in a downturn? Companies that make a firm decision to use the opportunity presented by the environment may want to follow a process to make sure that they can optimise what they do during the downturn, to capitalize on the opportunities that may still be out there.