THE INFLUENCE OF ECONOMIC CONDITIONS ON SALES STRATEGIES
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THE INFLUENCE OF ECONOMIC CONDITIONS ON SALES STRATEGIES
This research explores the influence of economic conditions on sales strategies. Objectives are: (1) to analyze the impact of economic downturns on sales tactics, (2) to identify adaptive strategies during economic fluctuations, and (3) to assess the role of economic indicators in sales planning. A survey design is chosen for its ability to gather extensive data efficiently. Using Taro Yamane's formula, the sample size is 340, ensuring accuracy and reliability. The study focuses on the real estate industry in Lagos, Nigeria, which is highly sensitive to economic conditions. The reliability coefficient score is 0.88, reflecting high consistency. Findings reveal that economic conditions significantly influence sales strategies, with adaptive tactics such as flexible pricing and cost-cutting being effective during downturns. Recommendations include closely monitoring economic indicators and maintaining a flexible sales strategy to adapt to changing conditions.
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