I think the market is such that you need to work for the sale and in many areas for many years people jsut walked through the door and if you had a decent house and fairly decent money you had a sale. Now you cajole, jingle-bell, suprise and award to get them to walk in the door and you still have to sell the sale. Then resell the sale and make sure that you have strategies to combat each fear that comes from the buyer in this market.
If there were any easy answers in this market then we'd already be on our way back out of the cycle. In essence it all boils back down to the basic rules of economy and supply and demand. The best thing I think you can do is keep coming up with ways to showcase your product and/or services and not stray to reactionary spending and thinking.