sales & marketing front

Charge and Conquer
Why you should be excited about 2008.

by John Dearden

As I look back, with a great sense of accomplishment, on what turned out to be a very successful 2007, I want to thank all of my partners (dealers) who have been so loyal and committed to our sales process and value proposition. And also to our suppliers who continue to support and supply us in ways to further our commitment to quality and customer service.

But now a new year has begun and with it all the sales, profits and opportunities that follow the dropping of the ball, or shoe, or whatever. I’m excited about 2008 because I can’t wait to parlay the relationships we forged and successes we had in 2007 into an even better year. I hope you feel the same way, because you should. Every new year brings new chances for growth and opportunities to excel for those who are ready, willing and able to take advantage of them, no matter the economic climate—or actual climate for that matter.

As you embark on your journey through 2008, try this on for size: Don’t listen to all the negative people (this may require a media boycott) who will be hammering away during every news broadcast and at every cocktail party. For months I’ve been hearing the “experts” talk about a recession in 2008, and all I can say to that is: Who cares? That has nothing to do with me, and it should have nothing to do with you—and it won’t, unless you let it.

Times like these separate the wheat from the shaft, the cream rises to the top and the strong survive. OK, no more clichés. Seriously, this is the time to be on the offensive like never before. Take your marketing to a new level and you will reap the short- and long-term benefits.

BEWARE OF LOSERS!
You know as well as I do, no matter what is going on in the economy there are people who will do well and there are those who will not. Heck, even during the depression, there were people who made fortunes. How does that happen? It happens because successful people will always be successful, no matter the economic conditions.

I am convinced that during times of economic slow down, business people stop marketing and salespeople stop selling long before customers stop buying. I wake up in the morning hoping my competition listens to all the “gloom and doomers,” because 2008 is a year of opportunity not doom or gloom.

Beware of the losers! Negativity breeds negativity. The losers in this world will try to bring you to Chapter 11 right along with them. They want company. Losers want to see failure. You know the type, the guy who has only negative thoughts and thinks every idea is a bad one. These guys need others to fall on their faces. It somehow makes them feel better about themselves. They’re not trying to keep you from failure; they're trying to deter you from success.

So turn off the TV, turn off the radio, forget the newspaper and keep the pedal to the metal. This is the time to charge and conquer. Keep you eyes on the road ahead and your foot on the gas and have a great year!

John Dearden has more than 18 years of field-proven business sales experience most recently as owner of Eclipse Awning Systems where he was in charge of sales and marketing. In just four years under his direction the company grew to more than 180 dealers and more than $7.5 million is sales. Dearden has spoken throughout the country to small, medium and large companies and has addressed association, chambers, non-profit organizations and conventions and led sales workshops, seminars and interactive training sessions.