| "The best way to predict your future is to create | | | | see where I'm going with this). There is no way |
| it!" | | | | you're going to miss that flight unless you are |
| ~Abraham Lincoln | | | | completely committed to not going to the |
| Be Proactive and Not Reactive. | | | | wedding. |
| During the current economic crisis, most | | | | What is your major reason for being in business? |
| businesses are looking at how much money they | | | | Are you consistently doing the most profitable |
| are spending, but are not willing to look at the | | | | activities to grow your business? |
| entire financial situation differently. Instead of | | | | Most people will find the time for doing the things |
| changing their business processes or reach, | | | | that they value. If your passion and value is no |
| they're going to cut expenses, lay people off - | | | | longer building your business, then get out of the |
| typically starting with sales - and they are going | | | | business. Your business is only as strong as your |
| to, essentially, put their head in the sand until they | | | | weakest link. |
| see signs (whatever those signs are, they do not | | | | What is your number one asset? |
| know) of recovery. | | | | If your #1 asset is not your customers, then you |
| That's one way to approach the situation, but it | | | | better reconsider why not? |
| may not be the best. For those that are open to | | | | The relationships that you have created are |
| some different ideas, here is another way to look | | | | ultimately your source of income and information |
| at the current situation: | | | | about your market. Most business owners do a |
| Start by focusing on customer service. Call your | | | | good job in the beginning of their business, but |
| customers and talk to them about their unique | | | | lose touch once they begin to have success. This |
| situation. Ask them how the recession will impact | | | | is a general trend that I see in all business, but it |
| their business. It is kind of like talking about the | | | | can be compounded in the IT businesses because |
| 600 pound elephant in your living room. Ask them | | | | of the fulfillment side of delivering services. |
| how you can help them to build their business | | | | Are you keeping in touch with your customers? |
| even during the recession. Ask them who their | | | | When the economy begins to slow down, |
| ideal client is and find out how you could create an | | | | businesses find it much harder to network their |
| introduction for them? | | | | ways into new opportunities and start to feel like |
| Your customers are your best assets when the | | | | it is unrealistic to create new business. |
| economy is experiencing challenges. Make sure | | | | Having said that, most businesses find it is much |
| you are taking care of them. Or, when the | | | | easier to get work if they are consistent in their |
| economy does change, they may be looking to | | | | approach. Pick an activity that you set aside time |
| work with someone else. | | | | each day or week to perform. For example, |
| Anticipate their needs. During a slow period, you | | | | make a certain number of calls per day to your |
| can do is offer a free training for your customers' | | | | current clients or set up a meeting with |
| employees on how to better use Word, Outlook, | | | | associates for coffee or lunch. |
| and Excel. Taking one hour out of your day to | | | | Become Better at Marketing and Sales. |
| schedule a webinar for your clients can go a long | | | | In the history of our economy usually things get |
| way in showing them that you are loyal and | | | | worse before they get better. However, they do |
| sensitive to their needs. | | | | usually get better. It is important to work hard |
| Don't make decisions out of fear. | | | | now so that when things do get better you can |
| If you are going to downsize, that is fine - just | | | | reap the rewards of your hard work. The best |
| don't downsize out of fear. Any decision that is | | | | place to invest your time and effort is in |
| made reactively and out of fear is typically not | | | | becoming better at marketing and sales. |
| going to create the best result. | | | | Most IT business owners would admit that they |
| Historically, there were more millionaires made | | | | are not good at sales and the ones that say that |
| during the 1930's after the Stock Market crashed. | | | | they are good are not really that good. For most |
| Why? | | | | of us in sales, it is a constant uphill battle to |
| Opportunity is on sale. | | | | become better and not make common mistakes. |
| This is a perfect time to diversify your offering is | | | | Let's say that you learn one new technique that |
| right now. If you haven't offered backup services | | | | helps you to close one new deal per month. That |
| in the past, this may be a great opportunity for | | | | is 12 new sales per year that you would not have |
| you to begin putting together a marketing plan to | | | | gotten if you did not invest in some type of sales |
| introduce this type of service to your end-user. | | | | training. It is really easy to see that this type of |
| Most people that you're working with have an | | | | investment will give you an immediate return |
| understanding that the economy is going to turn | | | | even if you only close 6 new deals per year. |
| around. Also, they are probably very interested in | | | | The companies that market well now will be more |
| addressing their inefficiencies, so this is actually a | | | | successful in the long run. |
| perfect time to talk with them about becoming | | | | A majority of marketing professionals would say |
| more efficient using IT. | | | | that you need to create 17 to 29 touches before |
| What are your priorities? | | | | an individual is ready to buy. The best time to |
| Stop making excuses. Not having the time and | | | | start a marking plan was 6 months ago and the |
| not having the money is just an excuse. | | | | second best time is right now - today. Using |
| Your best friend is getting married. The wedding | | | | inexpensive, high volume, focused touches is the |
| location is in Hawaii on a private beach. Your friend | | | | best way to build your new community of client |
| is very well-to-do and will provide you with a | | | | that will buy from you. That is why your Web |
| round-trip airline ticket for accommodations on the | | | | site will become the best tool for creating new |
| beach. Plus, all the food and drink is on the house | | | | business as more people are doing research online. |
| and all you have to do is get on the airplane. | | | | Focus your learning on how to create |
| There is only one flight to Hawaii and it leaves at | | | | auto-responders, how to evaluate Web analytics, |
| 5:30 a.m. If you missed the plane there is no | | | | and automated marketing strategies that allow |
| other way to get to the wedding. Oh - and by | | | | your prospects an easy way for to comfortably |
| the way, just for getting on the plane, you are | | | | get involved with your products and services. |
| going to receive $10,000 cash. (Hopefully you can | | | | |