When The Going Gets Tough...The Tough Start Looking For New Customers
When The Going Gets Tough...The Tough Start Looking For New Customers
So it might seem insane to be talking about how to find new customers in these circumstances.
On the contrary, now is precisely the time when it is most important to be thinking about new business. For a start, during the bad times it may be essential to find new customers to replace existing customers who go to the wall. On a more positive note, the links one forges in the hard times tend to endure, and they will probably be the source of far greater profits when the good times return.
In many businesses, bad times produce as many, if not more, business opportunities as good.
If the newspapers are full of war and the threat of terrorism, now is the time to sell life insurance. For most people the chance of being killed in combat or by terrorists is negligible, but it is the fear of these remote possibilities that sells the insurance.
If there are pictures of tornados, floods, or hurricanes on the television, it is good time to be in building materials. The pictures of flattened wooden houses are poignant but also an advertisement for bricks. Again, the brick house would not stand up much better than the wooden one against a major hurricane, but it is the feeling of security that sells.
Even famine in the Third World is a business opportunity. It would be wrong to exploit the starving local people – who, in any case, do not have any money – but when the aid agencies move in, they and their employees will need all sorts of support on the ground.
At this point, there is an obvious question: why write about this instead of going out and doing it?
To this here is an equally obvious answer: even hardened entrepreneurs sometimes feel that there is something indecent about making money out of the suffering of others.
Yet surely it all depends on precisely how one does business.
Meeting a basic need is not in itself immoral. It is, on the contrary, essential that someone does. Indeed, it may be a positive moral good to provide food, shelter, water, healthcare and the like. No one in their right minds would suggest that those who provide these things should not be paid. If they were not, these products and services would be reduced to permanent subsistence level everywhere.
So the farmer who produces the food deserves to be paid. If he happens to be an enterprising and efficient farmer who produces more, and therefore lowers the price to the consumer, he deserves to be paid more.
However, if he reduces production or hoards food in order to drive prices up – which is actually government policy in many Western nations – he is a profiteer.
He is also a bad businessman. If the whole point of getting new customers in bad times is to make more out of them in good times, his exploitation will be remembered and others will make the profits he could have made in the longer term.
When The Going Gets ToughThe Tough Start Looking For New Customers - To learn more about this author, visit Guy Kingston's Website.
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At the moment the news seems to be full of nothing but doom and disaster, fire and famine, war and pestilence, death and destruction.
So it might seem insane to be talking about how to find new customers in these circumstances.
On the contrary, now is precisely the time when it is most important to be thinking about new business. For a start, during the bad times it may be essential to find new customers to replace existing customers who go to the wall. On a more positive note, the links one forges in the hard times tend to endure, and they will probably be the source of far greater profits when the good times return.
In many businesses, bad times produce as many, if not more, business opportunities as good.
If the newspapers are full of war and the threat of terrorism, now is the time to sell life insurance. For most people the chance of being killed in combat or by terrorists is negligible, but it is the fear of these remote possibilities that sells the insurance.
If there are pictures of tornados, floods, or hurricanes on the television, it is good time to be in building materials. The pictures of flattened wooden houses are poignant but also an advertisement for bricks. Again, the brick house would not stand up much better than the wooden one against a major hurricane, but it is the feeling of security that sells.
Even famine in the Third World is a business opportunity. It would be wrong to exploit the starving local people – who, in any case, do not have any money – but when the aid agencies move in, they and their employees will need all sorts of support on the ground.
At this point, there is an obvious question: why write about this instead of going out and doing it?
To this here is an equally obvious answer: even hardened entrepreneurs sometimes feel that there is something indecent about making money out of the suffering of others.
Yet surely it all depends on precisely how one does business.
Meeting a basic need is not in itself immoral. It is, on the contrary, essential that someone does. Indeed, it may be a positive moral good to provide food, shelter, water, healthcare and the like. No one in their right minds would suggest that those who provide these things should not be paid. If they were not, these products and services would be reduced to permanent subsistence level everywhere.
So the farmer who produces the food deserves to be paid. If he happens to be an enterprising and efficient farmer who produces more, and therefore lowers the price to the consumer, he deserves to be paid more.
However, if he reduces production or hoards food in order to drive prices up – which is actually government policy in many Western nations – he is a profiteer.
He is also a bad businessman. If the whole point of getting new customers in bad times is to make more out of them in good times, his exploitation will be remembered and others will make the profits he could have made in the longer term.
When The Going Gets ToughThe Tough Start Looking For New Customers - To learn more about this author, visit Guy Kingston's Website.
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Staging DivaDebra Gould, aka The Staging Diva®, is President of Six Elements Inc., an internationally recognized home staging company. Inspired by many requests from aspiring home stagers wanting to start similar businesses, Gould created the Staging Diva Home Staging Business Training Program. Gould has trained over 1000 Staging Diva Graduates worldwide to start staging businesses. Buying decorating and selling six of her own homes in four years lead to an interest in real estate staging which she turned into a career with the launch of sixelements.com in 2002. Since then she has staged hundreds of homes in addition to teaching home staging training. Gould is the author of several home staging resources including a series of popular ebooks made up of a Design Guide, Color Guide and Portfolio Guide. For more information about Debra Gould visit stagingdiva.com. - Visit Staging Diva's Website |
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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