Viewed through the lens of a down economy, you can often come up with reason why they need your products or services even more now than before. For example, stressing the overall cost-savings your product gives them, or the reduction in cost of raw materials.

Or you can adapt what you sell for the times. Such as your suggestion about selling service rather than capital equipment. Or maybe promoting lower-priced refurbished equipmen. Or leasing as a more affordable option to purchasing.

Another thing to consider is when sales are down 50%, half are still buying! The CFOs at many companies cut marketing during these difficult times. But those compamnies which continue to invest in marketing often close more of the fewer sales available, then exit the downturn on a sales tear.