TONY RUBLESKI, GUEST BLOGGER
Yes, the famous quote from former President Franklin Delano Roosevelt has been on my mind lately when I meet with business and non-profit leaders to discuss marketing strategies and the present state of the U.S. economy. I get various reports from many of them on how sales and profits are doing. Many economists are now saying we’re in a recession and that the future is grim. While my opinion is just that, I want to push you to think differently in a market that has obvious challenges and opportunities at the same time.
So let me ask you a direct question: What is your business or non-profit doing to not just maintain but grow right now? This isn’t a practical joke. I’m going to jump on my little soapbox with this blog post today because frankly, I’m getting tired of the fear and excuses being made by people from all sectors complaining about the economy, gas prices, inflation, and most of all their sales.
I’m very pragmatic and maybe too direct with clients and in my live seminars (Ten years studying with fellow marketing guru Dan Kennedy does that to you) and fully realize that some industries are being negatively impacted more than others. Airlines, auto and housing immediately come to mind. I often think and ask myself, were the folks in some of these segments asleep at the wheel or just plain naïve about the changes taking place in their industry? There’s no simple answer to this question, but let me offer up a clue and quick marketing lesson that I hope serves you in the current state of fear we find the economy and many people experiencing.
Brace yourself, I’m about to challenge many of you to think very differently about your primary function in the market. I truly believe that most people have no idea that they’re first and foremost in the marketing business. What do I mean? It’s easy. Regardless of your title, position or what product, service or firm you represent, your mind set should be that of a good marketer.
Good marketers are relentless and always promoting their message in good times and bad regardless of what’s happening with the economy. They protect their mindset carefully and often ignore the doubters who attempt to sabotage or bring them down. You’d be surprised, but many people are actually doing well and sales are actually up. While they don’t blast it from the rooftops in the village square, they do have one key thing in common, we can ALL learn from.
Many are great at marketing. When times were easier they never became complacent in the sales and marketing function and when a challenge arose in their industry they were prepared to diversify and capitalize on their particular industries change, but more importantly fear. This is what I describe in my first Mind Capture book as offense versus defense thinking as it relates to sales. Far too many businesses are stuck in defense mode right now. Unless they change their thinking and get good at marketing and see it as an investment and not an expense, they risk losing market share and future growth due to a competitor who turns up the marketing heat when most people are cutting back.
I leave you with a great quote from communication expert Lee Milteer that sums up our time together: There are no victims, only volunteers.