if we but know what to do with it.”

Ralph Waldo Emerson

Opportunity Perspectives from four economic downturns

If you feel your company should be selling more despite the economy, you’re probably right!  If your company is hurting from changes in the economy, or if you are concerned that it soon could be, now is the time to refine your marketing strategy[1].

In the information age, more information is available than ever before.  But when applied to sales, more information doesn’t always improve results!  A primary marketing strategy you should consider is:

The best way to get more time and results from your salespeople, especially independent reps, is to

• make it easier for them to earn more selling your products, and
• make it easier for them – and you – to manage their sales development efforts.

1981 Perspective  –

Opportunities are there; refine your approach for capturing them:

Assessments of numerous companies reveal that most have significant opportunities to build sales and profits, even in a recessed economy.

1990 Perspective –

Opportunities are there, identify what, where, and who, then clarify the benefits you offer:

Economic conditions are worsening again.  Yet, the worst segments of the economy aren’t declining 100%, or even 50%!

2001 Perspective –

More knowledge is available, now manage the sales process to improve results:

While knowledge requires information sufficiency, it also requires information use.  Especially in highly competitive markets, process control becomes more important and quality control becomes a necessity to achieving sales growth.

2009 Perspective –

Review your target industries and applications;

Refocus on the opportunities that offer the best current potential.

You have the information you need, now use it to take advantage of today’s best opportunities.  Probably no one opportunity will replace the volume and profitability you had before the economy changed, so pick several segments that will enable survival, and provide a new approach to prosperity.

For more details, ask for Knotes & Comments 104.