As businesses ponder future economic conditions and how it will affect sales and their bottom line, there are three ways to respond:
- Hunker down and hope tomorrow will be better.
- Take a deep breath and maintain business as usual.
- Increase marketing and promotional efforts to increase sales now and fill the sales funnel with prospects for later.
The first response is a quick path to disaster.
The second option, while a viable consideration, may not be the best one.
It’s the third possibility, however, that holds the most promise for the present and the most potential for the future.
Progressive business owners and managers will pursue the third choice. As they do, they will zoom past their competition while they hunker down or hold their breath.
Peter Lyle DeHaan, PhD, is publisher, editor, author, and blogger with 30 years of writing and publishing experience. Check out his book The Successful Author for tips and insights.