Tough Times

During tough times everyone is in sales. As a small business owner you have two choices when in comes to a decline in sales: 1) view your employees as variable expenses that can be cut to help maintain the bottom line, or 2) view your employees as strategic assets that can be redeployed to generate new sales, bolster relationships with customers, and to seek out new opportunities.

To do this, you need to start thinking of your employees as an underutilized sales force. And a non-traditional one. It won't be obvious to treat your production workers as sales people - but most if not all have a great grasp of what customers want - and probably an excellent sense of what people buy and why. Put this knowledge to work - from brainstorming sessions to delivering finished product to the customer's door - to participating in advertising campaigns, booth duty, even a little cold calling.

When times are tough - everyone is responsible and capable of focusing on the top line. Set out the sales targets, discuss progress and lack thereof, and solicit volunteers to take on new duties. Before you fire or layoff that experienced worker - give them the opportunity to earn their salary. You will be surprised, your team will feel a new sense of control (and appreciation), and your customers will benefit from closer contact with the knowledgeable workers on your team.

Give it a shot - what do you have to lose?

For more information and ideas - check out this article.