danger in the bunker (a.k.a. how to really win at business)

for this blog installment, i've asked for some help from a dear friend, client and outstanding business woman, Judy Carlough of Winning At Business.

Judy is a well-known motivational speaker and educator in the area of sales, marketing and small business success. she has made nothing less than legendary strides in the areas of sports broadcasting for women, and is the author of the workbook "Building the Champion Mindset", a guide to increasing productivity and success in sales and small business.

today, she speaks to us all about what we can do as small business owners to counter the current economy and move our companies forward despite the economic challenges we face.

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Right now, with so many businesses struggling to stay above water, marketing and advertising budgets have been cut back or cut out.

It’s the bunker mindset: go where it’s safe, hunker down and ride out the storm.

Problem is, you can’t make progress when you’re sitting still. The danger is that your smarter competitors are out there in the storm, fighting to make progress. Even though their progress may be small and comes at a price, they’re moving ahead. Ahead of you.

What are they doing? Maybe just some inexpensive online campaigns, emailing customers, buying prospect email lists. Telling potential customers what’s RIGHT about buying now. Giving special offers or payment terms. Telling success stories. Using their website and a e-mail marketing tool that’s easy and very inexpensive. Do it yourself or hire a pro like MaryAnn Pfeiffer at 108 degrees, llc.

Radio is also a very inexpensive way to motivate targeted audiences. Besides a schedule of 60- or 30-second commercials (which can be produced at little or no cost), you can get a live event at your store, be part of a contest, do sampling or coupons via the station’s website (and you can track responsiveness), or build sophisticated interactive programs with texting and web traffic builders.

Public Relations is another low cost option. Don’t be a do-it-yourselfer with PR; hire a pro. You can partner with an established firm or just go to Craig’s List and see what you stir up. I’ve found superb talent at bargain prices on Craig’s List. Keep a high profile. Top of mind awareness is essential in tough times. And with everyone else in the bunker, you can get center stage all to yourself.

To get out of the bunker mindset, try thinking like a champion athlete: they can’t win games sitting on the bench. They play the game in snow and freezing rain, when the sideline heaters aren’t working, when they can’t throw the long ball and can only grind it out one yard at a time. Slowly, they put themselves in position to score. And they keep doing it again and again, building up points.

And what’s happening to the guy in bunker who thinks he’s safe? He’s losing ground. Not because of the “bad economy” but because he’s not even on the playing field. And when this economic storm passes (and it will), you bunker guys may not be able to catch up. Your competition will be way ahead. Your former clients will now be THEIR clients.

So get out of the bunker and do some marketing, advertising and PR. Get back in the game.