40 days in the desert... and how to get outta there

i don't know about most of you, but i've been seeing some pretty dry times around the lead pool lately. as a small business, we depend on regular leads and often referrals to keep our businesses afloat.

but in times where the economy still seems to be shrinking (despite what you hear on the financial news channels), and banks don't seem to be as free lending all that money we gave them back in January... well, let's just say that the watering hole we're used to is starting to look more like the Sahara.

so how do you find an oasis in this desert? well, the first thing you need to do, despite your inclination to the contrary, is KEEP MARKETING. yes, i know. it seems crazy to keep spending money on advertising, but what little business you have coming in is probably due to that advertising you did months ago... and if you stop now, in a few months those leads will be even fewer than they are now.

next, remember to network. let me say that again for impact... REMEMBER TO NETWORK. call or email all your contacts and other small business counterparts. use each other as a referral network to keep pushing business locally. don't be afraid to ask friends, associates and neighbors to hang onto your business card and pass it out to anyone they know who might need your goods or services. don't be pushy (no one likes that) but DO let them know that you are actively looking to expand your business and you appreciate their help.

finally, hang in there. be fiscally responsible as a business and have a positive attitude. even though it feels like this recession is at the worst point ever, the reality is that it WILL subside. eventually money WILL start to flow again, and when it does, the companies that can hang in there will see the benefit of it. watch your competitors close and know that eventually their old business will be your new business.

i'm not going to tell you that weathering this storm is easy... it's not. but that which doesn't kill us makes us stronger, and that goes for your business too. keep your head down, don't give up and know that better times are ahead.