Great tips from an article by Seth Kahan for not only surviving tough economic times, but thriving during them. Seth Kahan is the author of the Washington Post bestseller, Getting Change Right: How Leaders Transform Organizations from the Inside Out.
What makes tough times a good time to surge forward in business? Here are six reasons:
1. When times are tough, your clients are looking for those who can make a real difference in their lives. Value is at a premium. People are desperate for real solutions and will pay accordingly.
2. While everyone is retreating, you can move forward just by holding your ground.
3. You have the most to gain, and can often count on a multiplier when the market comes back.
4. When everyone else is surging forward, your progress is minimized by the successes of the surrounding market. Similarly, your successes are much more noticeable in a difficult time.
5. When people are hunkering down, you can leverage your activity.
6. You are forced to focus, be selective in your investments. Your efforts tend to count more, to be more valuable to you.
So, how do you move forward decisively in tough times? Every surge has five components:
1. Timespan. Start with a launch and end with a deadline. Creating a solid beginning and end makes it possible to push hard, giving you the time boundaries you need to create leverage.
2. The anchor. Strong surges are connected to a real event such as a holiday, a news event, or a once-in-a-lifetime opportunity.
3. Bundles of value. Provide multiple ways for your clients to get in on the action and get the results they yearn for (e.g., a symposium, a webinar, a book, an engagement, a retail sale and a wholesale event).
4. Multiple media. Reach out to people through several channels: screen-to-screen, voice-to-voice and face-to-face.
5. Progressive calls to action. Make it clear what your clients can do to get access to the value they want, and if they like what they get provide them with a path that generates greater and greater reward.
Follow-through is particularly important. After your surge is launched, be ready to jump in when your clients respond. They expect immediate response and when you deliver it, they are in your hands.
The economy is coming back, but it’s not back yet. Use this opportunity to initiate new value. Surge forward aggressively, make your mark, and build your business.
Seth Kahan is the author of the Washington Post bestseller, Getting Change Right: How Leaders Transform Organizations from the Inside Out. He provides strategy consulting to business owners and mentoring to independent consultants. More information can be found on his website, VisionaryLeadership.com.