Upswing In A Down Market

With some early prognosticators already predicting a slow 2009 because of inflation and recessionary pressures, you might be wondering what you need to do to keep sales strong, meet your numbers and maybe even grow a few market share points in the year ahead.

Plan for Success
Seriously. It seldom happens by accident. We’re already working with clients to assess their market strengths and goals before laying plans for the new year. And many of those plans are including internal campaigns to help re-energize a sales force…even an entire company. 

It’s important to get everyone involved. As every member of a company takes ownership for his part in the process to design, produce, market, sell, support or service its products and customers, a synergy of passion, cohesion and excitement will develop that can energize and drive success through the new year.
 
More Direct Marketing Tips

• Listen…Listen…Listen. Resolve to understand your customers better. Gather information, then share your conclusions with your marketing team members and with product development and sales colleagues. 
• Outshine competitors’ weaknesses. What unique selling proposition do they stress, and how can you counter them? Try to anticipate competitors’ product development plans for next year, and gear up now to beat them to the punch.
• Address inflation head-on. Add violators to your communications—”Special announcement,” “New offer,” “No price increase,” “Same price as last year,” “2007 prices still in effect” or “Repeat customer discount.” 
• Reactivate former customers. Research reasons that caused them to lapse. Then group them and develop strategies to respond to their concerns in powerful messages.
• Boost communications creativity…each production can be improved beyond the initial idea, and every offer can be made more enticing. Spotlight benefits instead of features. 
• Seek a balance…between under-communicating and “going to the well” too many times. Consider asking customers how often they want to hear from you: monthly, quarterly, twice a year. Respect the customer’s wishes and set up customizable contact strategies.

Most of All
Treat every customer and prospect as if they were the most important individual to your business—they are. Then segment…segment…segment. Make your communications relevant to their individual needs. It’s the best way to grow business in good times and bad.

Don