As companies and organizations grapple with declining revenues and increasing pressure to conserve assets and preserve budgets, there's a natural tendency to reduce "discretionary" spending. Marketing and business development dollars are often among the first items in the budget to be targeted for cuts.
Our experience tells us, however, that marketing efforts in a down business environment pay off, and often times sooner than they do when times are good.
While your clients' budgets may be reduced, your clients are more likely to have time for you; they will appreciate your initiative; they will be more open to new ideas; and they will remember that you took the time to nurture your business relationship.
When things pick up -- and they will -- the seeds you planted during the drought, if nurtured and tended, will bear fruit. Now is the time to work harder at developing and maintaining client relationships.
You don't make headway by neglecting the marketing effort.
