How a sales executive can do business or sales of a product without reducing the price when on the time of financial crisis?

Well, depends on the product.

Luxury products will keep the price and also some electronic products like mobile phones.

Automotive parts business will increase because peoples will buy parts to fix the old cars and will put aside the project of buying a new car.

Now, you have to make your product desirable and one of the best ways is to shorten your production and decrease the availability for a brief period of time. This will make your product desirability to go up.

This is also very dangerous because the competition will see the opportunity of jumping in. That's why the shortage of your product on the market must be as short as possible and inform your customers on the next supply date.

Ensuring that their company produces high quality, unique & innovative product that gives the company a sustainable competitive advantage not only during the financial crisis but on a sustainable basis while maintaing the original price; customers are less price sensitive on high quality, unique & innovative products