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Autumn was approaching and business owners were wondering if the lethargic summer would improve. Then, boom! Unimaginable events. Thoughts of improvement turned to thoughts of survival. From 1997 through 2000, too many businesses succeeded in spite of themselves and if these owners start to hibernate, don’t take action and make changes it will be like a pogrom.

Historically, our economy recovers quickly from crisis events. But would you bet your business on that? As Billy Joel sings, “Only the strong survive.” The rest will muddle along, waiting for the next boom to save them (consider that before the terrorist attacks, Warren Buffet predicted eight years of a ho-hum economy).

Let’s be sure to keep the following in mind:

1.      95% of eligible workers Puget Sound are employed.

2.      We are still the richest country in the world, with an economy many envy.

3.      Diversification has paid off. Boeing, according to news reports, employs 3% of the total work force (down from over 10% 30 years ago).

4.      Small business is where most of the job growth is.

Small businesses have numerous advantages over large corporations. Here’s three that are very apropos to today’s situation.

Small businesses are nimble

Webster’s defines nimble as, “quick and light in movement” or “quick to understand, think and devise.” While everyone else is wondering if they should put their planning, marketing and new ideas on hold, take the lead and beat them to the punch.

·        Do that by taking immediate action on all the marketing ideas that are sitting in your folder.

·        Contact your customers and ask how you can help them.

·        Rethink the value you provide and let the world know it.

Relationships mean more than ever

Most of us are in relationship businesses. More people are going to demand working with someone with whom they have a relationship. It’s going to become more and more important to know who you are dealing with. Customers want you to take care of them. Employees want to feel secure.

This is a lesson we can learn from other parts of the world. Bigger is not always better. There are real advantages to dealing with someone you know. Europeans know this well. From the local pubs in Great Britain, to the small wineries in France and to the wonderful inns, bed and breakfasts and cafes everywhere. Knowing someone means better service and being taken care of in a “crunch.”

A perfect example is the mushrooming of community banks. Community bankers will tell you that the more restrictive the large banks get, the more opportunity they have to provide relationships and customer service. (This is not to put down large banks, both large and small obviously fill a need.) If you look at the growth statistics for community banks, it’s obvious a large segment of our population likes the personal attention.

Go for it

As many, including me, have recently written, that now is not the time to give in. There’s a buzz around town, and around the country, that doing anything but going full speed ahead is letting them win.

But enthusiasm only goes so far. At some point you also need a plan and a commitment to the plan. Nowhere is this more important than in marketing. Now is the time to market.

If you don’t have a plan to attract, secure and maintain customers, develop one and implement it now.  Every industry has numerous strategies that work. The more of them you do, the better you’ll survive. What most people don’t realize is marketing starts with research.

Research means knowing who your customer is, what they want and how you’re going to deliver it. Then, and only then, do you devise your strategies.

Two years ago, Ken Becker of BSSI in Seattle found he didn’t have to have the lowest prices. He tends to supply his customers with technical expertise and knowledge that few others can provide. This means he provides value. And customers are willing to pay for value.

Don’t sit back. If you own or work for a small business, be nimble, use your relationships and go for it. It will put you way ahead of the competition.

© Copyright John Martinka 2001. All rights reserved.