Selling Through Periods of Instability

Few things disrupt sales momentum more than macroeconomic uncertainty. In recent years, tariffs have emerged as one of the most unpredictable and destabilizing factors for businesses operating across borders. With the federal courts now questioning whether the President of the United States even has the authority to impose tariffs, and a Supreme Court showdown looming, the future of these trade barriers has never been more uncertain.

For salespeople and sales leaders, the uncertainty isn’t theoretical. Tariffs ripple through supply chains, pricing models, and buyer psychology. Whether they remain in place, are struck down, or change overnight, the instability complicates the task of planning and executing a confident sales strategy.

So, how do you keep selling when the economic ground beneath you is shifting?

The Double-Edged Sword of Tariffs

Tariffs are designed as a blunt instrument of trade policy. They raise the cost of imported goods, theoretically protecting domestic industries while pressuring foreign governments. But the effects cascade beyond geopolitics:

• Pricing Instability: Tariffs inflate costs at unpredictable rates. A product that costs $100 today might cost $115 tomorrow, not because of innovation or demand, but because of policy.
• Margin Compression: Sellers often absorb tariff-driven costs rather than pass them on in full, eroding profitability.
• Buyer Hesitation: Customers delay purchases, waiting to see if tariffs stick or are reversed.
• Forecasting Breakdown: Quotas, forecasts, and budgets lose reliability in volatile markets.

For sales teams, it creates an environment of hesitation on both sides of the table.

The Psychology of Uncertainty

Uncertainty is toxic to decision-making. Behavioral economics tells us that humans prefer a known negative over an unknown outcome, a concept called ambiguity aversion. Buyers would often rather hold off than risk committing under unclear conditions.

In tariff-driven markets, this means:

• Longer sales cycles.
• More objections tied to timing and pricing.
• Increased demands for guarantees and protections.

A salesperson who ignores this psychological reality will find themselves outmaneuvered by competitors who address it directly.

Five Strategies for Selling Through Tariff Turmoil

1. Sell Value Beyond Price

If the buyer’s decision hinges solely on cost, tariffs become deal killers. Instead, frame the conversation around ROI, efficiency gains, and risk reduction. For example:

• Emphasize total cost of ownership instead of unit price.
• Show how your solution reduces operating costs elsewhere.
• Highlight strategic advantages that outlast short-term tariff fluctuations.

When you move the conversation beyond price, you create a buffer against tariff-driven objections.

2. Introduce Flexibility in Contracts

Rigid contracts break in volatile conditions. By offering tariff-adjustment clauses, price review windows, or volume-based discounts, you turn unpredictability into a shared risk. Customers appreciate vendors willing to share the burden rather than shifting it entirely onto them.

Flexibility builds trust, which is often more valuable than squeezing for margin in unstable times.

3. Double Down on Relationships

In moments of instability, buyers crave certainty wherever they can find it. That certainty often comes not from markets or policies, but from trusted advisors.

Salespeople who maintain open, transparent communication and proactively update clients on tariff developments position themselves as partners rather than vendors. This strengthens loyalty even if deals are delayed.

A buyer may hesitate to purchase today, but they’ll remember who helped them make sense of the chaos tomorrow.

4. Scenario Planning and Sales Enablement

Uncertainty isn’t an excuse for being unprepared. Train your sales team to sell under multiple scenarios:

• If tariffs rise: Here’s how we frame urgency.
• If tariffs fall: Here’s how we reposition pricing.
• If tariffs stay in limbo: Here’s how we emphasize value.

By equipping teams with playbooks for each scenario, you reduce panic and indecision. Prepared salespeople project confidence, which reassures buyers.

5. Focus on Shorter Contracts and Faster Wins

In unstable markets, the risk of committing to large, long-term contracts rises. Instead, break opportunities into smaller chunks:

• Offer shorter contract terms.
• Emphasize pilot programs or phased rollouts.
• Celebrate smaller wins that keep revenue flowing.

This allows both you and the buyer to “buy time” while still moving forward — rather than stalling completely.

Lessons from History

Tariff turmoil isn’t new. From the Smoot-Hawley Tariff Act of 1930, which deepened the Great Depression, to the U.S.-China trade war of the late 2010s, businesses have repeatedly been forced to adapt.

The lesson? Companies that thrived didn’t wait for stability. They adapted their sales approaches, adjusted pricing strategies, and invested in customer trust. They won not because the environment was favorable, but because they remained flexible when others froze.

What Sales Leaders Should Do Now

For sales managers and executives, the playbook goes beyond individual tactics:

• Reforecast Frequently: Shorten forecasting windows to monthly or even bi-weekly during instability.
• Revisit Compensation Plans: Protect your salespeople from uncontrollable factors. Consider SPIFFs or bonuses tied to activity, not just closed revenue.
• Communicate with Finance: Ensure sales, finance, and supply chain are aligned on pricing adjustments.
• Invest in Training: Equip reps with objection-handling skills specific to tariff concerns.

By creating organizational agility, you shield your sales team from paralysis and position them for opportunity.

The Larger Lesson: Control What You Can

Tariffs are, by definition, outside the salesperson’s control. What is in their control is how they frame conversations, manage relationships, and adapt to uncertainty.

Yes, tariffs may rise or fall. Yes, courts may uphold or strike them down. But your ability to sell through instability is a skill that outlasts any single policy.

Salespeople who master this skillset become invaluable, not only to their companies, but to their customers who are searching for clarity in uncertain times.

Closing Thought

Uncertainty is the new normal in global commerce. Tariffs are only one example, but they underscore a larger reality: volatility is here to stay.

The winners won’t be those who wait for stability. They’ll be the sellers and leaders who build trust, stay flexible, and continue creating momentum no matter what Washington, Beijing, or Brussels decides.

In turbulent markets, the most powerful sales strategy is resilience.