Once again I find myself in California as I write this... and oh yes! It is raining! (I bet you didn't expect me to say that, did you? And I have to say - I am surprised too!)
I'm here to research attitudes of smaller business owners amidst the media hype around the current global financial crisis, recession, credit crunch or whatever you wish to call it.
As part of this research, I attended a
BNI International Networking event earlier this week - on a sunnier day in San Diego :-). At this event a speaker gave a presentation on marketing a business in the current downturn. Interestingly, she mentioned two companies that grew out of the American Great Depression...
Kellogg's and
Wrigley's (you know the one... the chewing gum company!). So here is a bit of history for you:
The speaker explained how each of these companies had continued to market during this era and as a result have now become the leading brands.
At the time of the American Great Depression,
Post was Kellogg's main competitor (I hadn't even heard of "Post"... until I got back to my condo and noticed that “Post” make my favorite breakfast cereal brand - Shredded Wheat). It seems that Post cut back on their marketing during the Great Depression... whereas Kellogg's did not.
Wrigley's main competitor was Beemans Chewing Gum (Who? Yes... that's what I thought! Apparently they are still selling gum to this day. Pardon my ignorance, but I don’t chew gum and my Google search seemed futile). Again, it appears Mr. Wrigley also continued to market and used the power of the press, and Beemans did not.
What really interested me, as a business woman and business coach, was that at the time consumers hadn’t stopped spending but simply looked for better deals. (This is something that the Press tends to forget to mention, don’t you think?) As a result, the companies providing better deals were the ones that became the market leaders after the depression ended. Why? Well, once spending picked up again, consumers remained loyal to those companies with which they were more familiar.
With all the doom and gloom about the credit crunch and financial crisis, I was DELIGHTED to watch
Trusted Places founder Sokratis Papafloratis being interviewed on
Sky TV News today. He said it is not all bad and that he gets a perverse sense of pleasure listening to the doom and gloom… a man after my own heart!
He openly admits that the past three years have been tough, however in this current economic climate he is finding it easier to recruit great staff (Recruiting difficulties is very common complaint that I hear frequently from clients on my
Executive Coaching Programme).
He also said “If your business is going to be successful it has every chance even now.” And I agree.
This is a time for immense opportunity. A chance to separate the men from the boys (and women from the girls!). A chance to prove yourself in your business or your company. A chance to seek out opportunities in the marketplace – because they are there.
You may have heard how some people get rich on the stock market irrespective of market conditions... The same applies to you in this current climate. You can play victim and give up or you can seek out the opportunities and become the hero. Which path will you choose? (The majority will go for the path of least resistance - Don’t let that be you!)
It’s time to think differently and keep your focus on your business, focus on what you want (not what you DON'T want!) and focus on your goals. Yes, many businesses are struggling in the recession, but others regard it as an opportunity – and I believe that some larger companies are using the "recession" as an opportunitiy to lay off workers. This is, my own humble opinion, of course!
Now is certainly a time for "survival of the fittest". Of course it is going to be tough, but when you know what you want and you focus on that and let go of the distractions of negative attitudes, watching too much “doom and gloom” TV and newspaper reports and instead focus on what you want from your job or your business and ask yourself “Where’s the opportunity in this?” those opportunities will soon show up. I set my business up in the middle of a recession when business people abound were saying how bad things were. I made a healthy profit in my first year because I did NOT buy into the hype. I hope you won’t either. Whether you are employed or self-employ, debtfree or working toward that goal, you do not have to buy into the hype.
A friend of mine contacted me recently as said that her company had started laying people off. I asked her if she felt threatened by this. She said that she didn't but was secretly hoping she would be able to reduce her days from 5 days per week to 4 days per week. I suggested that she keep this in mind and take action to communicate this to her bosses (she pitched it as "doing them a favour") and guess what? She got what she wanted. Will you get what you want? Or are you too focused on what you DONT want, thus attracting that very thing you are afraid of?
For business owners here are some practical tips to apply if you want to thrive in the current climate:
Clear the clutter and rent smaller premises if possible – or better still work from home (it becomes a tax right off too!)
Keep an eye on your budgets – I’ve said this time and again in the
DebtFree and Happy Programme, you have to get control of your cash flow. Have budgets in place and chase client payments quickly. If you are employed, work with your employer to bring the cash in more quickly… you’ll be seen as the kind of employee they have to hold onto.
Find cheaper more effective ways to market your business. The internet and email marketing is one way.
Negotiate deals – after all, everything is negotiable. Service providers are offering all sorts of special deals. Suppliers are cutting their revenues.
Until our next encounter....
Labels: budget, credit crunch, debt, debt free, economic downturn, recession