The best way to predict your future is to create it

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