You have three choices you can make if the forecasted recession becomes a reality. You can sit back and watch it, you can go into survival mode only thinking about how to lessen the impact, or you can develop a plan to grow your business because of the recession. The choice and the result you’ll experience is all yours. A top producer will never allow external circumstances to determine their future and neither should you. Identify how you’ll be impacted by a recession if you do nothing to protect yourself. Think about how a recession will impact your customers and potential customers if they do nothing to protect themselves, and what you can do to help them to avoid that.
When you choose to do nothing more than protect yourself you’re choosing to move backward. The fears you have prevent you from investing in the things you should be investing in so you can excel even when those around you are going out of business. A fear driven mind set prevents you from seeing the opportunities that are around you because of a recession.
There one choice that will make it possible for you to thrive in spite of a recession. And that’s the choice to make a plan for using the recession to your advantage. To do that you must have a clear understanding of your market. Then you need to predict the impact an impending recession will have on them before they do. That enables you to prepare a marketing message that reaches out and grabs their attention drawing them to you.
Marketing is the answer to making yourself recession proof. If you don’t know how to market yourself well now so you can predictably and consistently generate appointments with qualified prospects you have to bite the bullet and learn. And don’t turn to traditional marketing sources and experts for help their so-called help.
The only one being helped by traditional marketing is the person selling it to you. You can’t afford to waste your time and dollars on marketing designed to get your name out there, create a brand, or to build your ego. You have to learn how to market yourself in a way that generates qualified leads that turn into clients, so it more than pays for itself.
You should stop any marketing you’re doing where you can’t track and measure the return you’re getting from your investment. If you can’t track the number of leads you get from each specific marketing action, if you can’t predict the number of leads that will convert to appointments, and your marketing costs per sale it isn’t effective marketing. Another benefit of effective marketing is that it helps you to filter out your ideal prospects from the group at large receiving your message.
Quite often effective marketing doesn’t look fancy or pretty. But, who cares? Marketing that gets you a specific number of leads to qualified prospects that turn into customers will look like the most beautiful marketing in the world to you because that marketing will make you excel whether a recession ever happens or not.
