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Hint: Learn Marketing's Most Important Word
While the economic data continues to send confusing and conflicting messages, the mood of the nation seems to be coming down on the side of increasing optimism. It's difficult to decide whether we're guided by hollow hope or well-grounded facts. It may be both or, quite possibly, neither.
But one thing's for certain. Negative thinking has worn out its welcome. We want to believe that we're on the verge of an upturn. Then, at the very moment when it seems as if the worst may be behind us, why is it necessary to suggest that there are things we need to do before it's too late? "Too late for what?" The answer is simple: before your business is left behind. Whether we like it or not, the winners are coming around the "far turn," while most companies haven't even left the gate. Here are suggestions for playing catch up so you'll be ready as the economic engine picks up speed.
Don't wait for the economy to change.
Because we hear it so often, we come to believe that our sales success is tied to a return of "customer confidence." We pore over the polls waiting for a positive outlook. "Small business is, in fact, suffering, but yet still holding on, praying for better times," someone commented about the fear that is paralyzing so many companies.
In reality, the lure of "better times" is the problem, not the solution. Samuel Becketts play, Waiting for Godot, accurately portrays the state businesses find themselves in to- day. Two men, Vladimir and Estragon, meet by a lone tree in a desolate setting. They're there to meet a friend, Go- dot. Even though there are unavoidable indications throughout the play that Godot is not coming, the two men stay put. There is even a green shoot, perhaps a sign of hope,...