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Don’t hibernate:

In bad times, get aggressive with sales efforts

  • Welcome back the "do-it-yourselfers.” For you brick and mortar folks, remember those customers that left you because technology made it easier for them to go in another direction? Uncertainty can be scary and costly. Those same customers may now be desperately looking for support, direction and advice. Offer them the opportunity to come back into the fold by reminding them of the value your services and products. Many are waiting to be asked; give them an incentive to return.

  • Look, listen and communicate with your current customers. When the business cycle slows, don't hide. Your competitors may think your clients are “easy pickings.” Dispel that notion by getting together with your best customers first. Look for ways to support them. Listen carefully to their issues and frustrations. Communicate the steps your taking to protect their interests.

  • Push relationship building throughout the organization. Customers will stay with you (even during down times) when they see value in the relationship. Develop those relationships by building processes within your entire organization.

  • Create proactive retention tactics. Don’t wait for customers to leave. Use sales data to monitor customers that have curtailed their normal purchase patterns. It could be a sign that thinking of leaving you. Have your sales and service units’ reach out to these clients-identifying and solving any problems-before its too late.

    Build for the future by continuing these practices even when sales are booming. A strong offense is a great defensive strategy.

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    Suzanne Baldino Jones and Mark Heisler are founders and principals of Competitive Business Strategy Group (). Since inception in 1996, CBSG, a Mount Laurel, N.J.-based sales and customer retention management consulting firm, has doubled in both size and revenue each year.