The Front Foot

By Rachel Poon

Client Services

 

Recent news headlines have been full of woe in regards to unemployment, recessionary fears and basic global financial doom. This has meant most senior management focus has been on cost cutting rather than investment in future business. This is especially so for companies with long sales’ cycles, new business is starting to be seen as a cost that a company can no longer bear as freely. This attitude is reactionary, tactical and may not be beneficial in the long term.

 

Many say now is the time you should be selling to your existing customers and not new prospects – as it is easier, quicker and more productive than new business acquisition.

 

However, now is also the perfect time to build relationships with new prospects. At a time where everyone is reducing costs, if you are speaking to them, you will stand out in the crowd. As your competitors fall away, you are able to pick up where they left off.

 

In this climate, the ability to be seen swimming when everyone around merely treading water, provides prospects with a sense of confidence and stability. And when the doom is over, you will be the one on the front foot while your competitors are scrambling to get their teams back together and back in working shape.

 

Understanding that costs are still an issue, mass marketing is not the solution. Instead, personalised, localised and strategic targeting of key prospects and verticals is the way. Who do you want to be working with, and how do you want to be positioned post-recession are just some of the questions to think about.

 

Remember, the recession will end. Business will pick up.