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There are so many outside forces today that are out of your control. Try to forget them for the moment, and focus on what you can control. Take a deep breathe, for starters, and let your mind stop racing. A calm mind will help you focus. In times like these, it’s so important to keep in touch with clients and find new ways to fill your pipeline as well. If you can contribute information that helps clients and potential clients, they will listen. Why? Because everyone is under pressure, whether you call it downsizing or rightsizing, companies are running lean.

Marketing is basically a long-term strategy. Right now that is hard for many companies to deal with, and so they default to the lowest common strategy – they cut marketing. While this is understandable from an accounting point of view, companies need to protect their customer base and strengthen these relationships to remain the vendor of choice when the market inevitably turns around. (more…)