Older, Wiser, and Thinner Michael Collins President’s Column January 2003
Recently, we said goodbye to some of our High Desert Heroes – Marines and Sailors stationed aboard Marine Corps Air Ground Combat Center- as they deployed in support of Operation Enduring Freedom. Whether I watched an 18-year-old man leave his girlfriend, or a 37-year-old man leave his family, it was equally difficult. I watched a 3-year-old boy say goodbye to his daddy with a broken heart and I realized that this little fellow didn’t know or understand what was going on, but he sensed that it was more than his daddy going to the store to buy some milk. As I stood with America’s finest, I felt helpless. I could do nothing but promise them that their community would be here to support them and their families while they were gone, shake their hand, wish them God's Speed, and promise them that we would still be here when they returned.
When I was a much younger and a less wise man, I found it easy to keep the tears from my eyes during those happy times that deserved tears of joy and just as easy to hide the tears of sadness deep in my heart. Now that I am older, and a bit wiser, I find that the wall of my chest is becoming thinner because those hidden tears are finding their way out of my heart and filling my eyes as our young men leave us for war.
If uncertainty is a word that could describe our business environment of last year, then it looks as if we can expect a repeat performance this year. We can look forward to a slower economy, erratic customer behavior, even higher customer expectations, rapidly changing purchasing patterns and escalating demands on our time and capabilities.
This is the demanding environment that we will probably find ourselves operating in during 2003. Under such strenuous circumstances, we will need to find a successful strategy for the year ahead. Perhaps this strategy will be found in what we don’t do, rather than in what we choose to do.
In our sluggish and unpredictable economy don’t behave as if the end of the world is around the corner. Don’t plan for doom. Although our sales may remain flat for a time, there is still an enormous opportunity and those that are out in front and look strong will succeed.
Don't ignore prospecting. Be aggressive in carefully identifying those customers who you can best serve. Often, salespeople are advised to try to sell more to existing customers in slow periods. While increasing sales to present customers should always be an objective, trying to do it in a slow economy doesn't make sense. Such a strategy suggests that the company hasn't been doing a good job prospecting.
The way to overcome slow sales is with an active prospecting program. Build a prospective file of those who fit the profile of your most desirable (profitable) customers. But don't push, attack or try to twist arms to get new business. Be in front of your prospects regularly, demonstrating that you understand their needs, are willing to cultivate them and take follow-through seriously. Prospecting is an opportunity to show your customer what they can expect after the sale.
Don’t wait for the economy to lift you. That’s the way it was done 20 years ago. The days of “just wait it out, the economy will pick up and so will our sales” have passed. If you wait for the tide to float your boat, you may be left high and dry. It may be worth noting that many of those men and women who worked in the World Trade Center on September 11, 2001, were saved because they dropped everything and ran for the stairs. They didn’t wait to gather their briefcase or purse. Those that waited didn’t fare nearly as well. Operating in a changing and uncertain economic environment is no different. Waiting can be costly. Taking action is essential.
Respectfully Submitted,
Michael Collins President, Twentynine Palms Chamber of Commerce
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