Sales & Marketing: 5 Ways to Get Up in a Down Economy

I graduated from college in 1990. There was a recession during this time, but I really never noticed. I didn’t have many worries and I certainly wasn’t the seasoned reader or consumer.

Today, however, I am keenly aware what’s going on. Running my own business, I see firsthand what the current economic issues are doing to people. I am not an economist, but rather a father/husband/entrepreneur – someone who wants to provide for his family and make his corner of the world a better place. What I see going on right now troubles me but, with every problem, there is an opportunity. And since I’m a positive thinker, I wanted to share how you too can “get up in a down economy.”

First of all, success is a mindset. How you approach the hand you are dealt will help you recover faster. There is little to be gained by complaining to your team about the troubles you have. Sure, tell them that things are tough. But also show them the steps you are taking to maintain or survive this downturn. Your team is looking for someone who can help them right now – not someone who will only make them feel worse.

That’s why you should consider these five ways to stay upbeat and improve business:

1.  Get out and see every client you have in person.
Recently, the president of the firm that manages my retirement account with called me and asked if he could come see me at my office. That was a switch; normally I had to go see him (which isn’t a big deal and his office is a lot nicer than mine). But I have to admit, it was gratifying to have him come to my place. I could see, hear and feel his concern. He not only told me what his company was doing to survive but he also gave me a few personal tips on finance and business that I really appreciated.

What’s the bottom line? After our meeting, I felt better about the future and him. I’m not sure why since I, like most of you, have lost a fortune on my account. But I felt better knowing that at least he cared and had a plan. Wouldn’t it make sense for you to go to all your clients and do the same? 

Maybe, even without them asking, show them some ways you can cut costs. They might not need it, but think of the opinion your client would have of you after making the gesture.

2.  Network like crazy.
I try to spend at least $300 every month on lunches with prospects. I meet with people who are either clients, prospective clients or who know people who can become clients. It’s very easy to set this up, you’ll learn a ton and you’ll remember why you got into business in the first place – it’s fun! I find meeting with people one of the most motivational things I can do. Some of the questions I always ask are: How is business? Who do you know that is doing well? Is there anything I can help you with?

If you can’t afford the $300 a month, then stop by their office with donuts and talk to them. I am often amazed at how much business this generates. The results usually aren’t immediate, but it sets the groundwork for a future sale. Other forms of networking are getting involved at a church, coaching sports, attending chamber meetings and even hanging out at the local coffee shop.

3.  Get around positive people.
If you take a baby shark and put him in a small aquarium, he will only grow to the size of the aquarium. But if you put that baby shark in the ocean, he will grow to be much larger. Sharks grow to fit their environment. People are the same, in a sense.

If you spend your free time with negative people who talk about how bad they’ve got it and who seem to think the sky is falling, you will have the same kind of thoughts (and it will be almost impossible for you to change). But if you are around positive, opportunity-driven, forward-thinking people, your chances for success will increase dramatically. It is amazing what a few hours a week being around other positive people can do for you, your family and your company. Find positive people and stick to them.

4.  Go for the money.
Even in this economy, there are many people still doing well. People who provide healthcare to the aging are doing well. So are doctors and lawyers. Educators are hanging in there as are some entrepreneurs. In every marketplace there are people doing well, and maybe those people could use your services. You will never know unless you go out and talk to others and find out where the money is.

5.  Do some marketing.
The last thing you want to do in this environment is run and hide. Keep your name out in the community. I assure you that the business owners who work hard to market their name will sell some work right now. But, more importantly, they will be one of the first names others think of when the economy turns around. Some marketing ideas to consider are postcards, door hangers, good old-fashioned cold calling and giving talks to local clubs. Don’t sit still! Show that you and your company are alive and well and that you’re staying up when others are down.

Marty Grunder is a speaker, consultant and author, and also owner of Grunder Landscaping Co. in Miamisburg, Ohio. Reach him at landscapesales@gie.net or via www.martygrunder.com.