7 Strategies for a Company to Survive 2009

This year is going to be tough. So what’s new…it’s tough doing business every year. The smart marketer won’t let a down economy stop him/her from successfully marketing their product, service or company. In fact, some of the most successful companies around today got started in a recession…can you say “Google?”

Is the glass half empty or half full for you? I’m a positive guy, so it’s definitely half full. My advice, move forward with gusto and here are 7 strategies to survive 2009…hopefully you’ll take one or all to heart.

Strategy #1: Think and Act Positive. Marketing is the company champion, and how you act, think and talk is viewed by the entire company, especially sales. If you and your department reinforce doom and gloom attitudes…your sales force will have just one more reason not to perform. Positive attitudes attract positive reaction. And so does the opposite effect.

Strategy #2: Spotlight is on Current Customers. It’s always more expensive and time-consuming to develop new customers than to sell to existing ones. So rather than prospect for new leads, use multiple points of customer contact, like your call center and product support web site, to create new opportunities within your existing base.

Strategy #3: Volunteer to Cut Your Costs. Rather than wait for your CFO to descend with the cost-cutting axe, figure out which sales campaigns and marketing expenses are necessary, and which can be put on the back-burner. Then go to your CFO with a proposed list of cuts, and a solid business case for keeping the programs that matter.

Strategy #4: Give Your Customers a Better Break. Just like you, your customers are struggling to make ends meet. The last thing you want is to find your contracts on the customer’s chopping block. To prevent this, unilaterally offer to renegotiate your current agreement. Don’t lower prices. Find new and innovative ways to lower the risk of purchase. Make it an easy entry and a better customer experience.

Strategy #5: Go on the offensive.
This isn’t the time to hunker down. If you get on the defensive you’re dead. Get aggressive, set aggressive goals.

Strategy #6: Select better targets.
Improve your methodology so that you don’t waste time on customers who aren’t going to buy. Think out of the box for your marketing mediums…traditional vs digital.

Strategy #7 Send the CEO out to sell. If the CEO hasn’t spoken with ten customers in the past week, he isn’t doing his job. And this goes for you too. Whether you are a CMO, VP, Director and/or Manager, you need to be out in the field with your sales team and meeting your customers. You need real-time data to help make critical decisions…direct from your buyers mouth…not hearsay.

Let’s hear some of your ideas, it’s good to share.

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