shifting attitude and intention during the recession

for most of us at the moment, money isn't growing on trees like in this image. every time i turn on npr, i often cringe in terror in the car as we hear about possible future wars, the rising price of oil, and how the middle class cannot sustain itself on the current national median income. thirty years ago, most families could easily afford a home on a two salary income, while now, especially in southern california, renting is the only option.

listening to these reports can be extremely demoralizing to a new business owner, or someone looking to make a change into something more unusual or creative. with the bar set so high, it is difficult to imagine success, or even living a comfortable and enjoyable life.

you needn't give up on your dreams, just because the stock market ticker isn't going your way just now. a down market is actually an excellent time to build and evaluate your business structure and goals. here are some tips about how to spend nervous moments to get a good result from your working time:

image: "money tree" by andydoro via flickr.

• imagine what would be necessary to get your business ship-shape if your business were to expand, double or even quadruple. think big. if this market were to turn around, or if you were simply to corner it as it is now, what would you need  in order to prepare? the following are some suggestions...
• do you have a good tax person? are you checking in with them regularly to make sure you are in the right business category, or to clarify the records and tracking you need in place to be certain you are getting the correct deductions and are in good shape.
• how is your record keeping going? tax preparation is much smoother if you have everything entered into a program like quicken or quickbooks. your tax person will be much happier to have these printouts than a shoebox or shopping bag full of receipts. if your business did multiply, would you still want to be doing the bookkeeping yourself? if not, start consulting with someone you trust NOW who can take that one on. plan for the success you wish to achieve.
• would you benefit from an assistant? are there tasks in your work life that you avoid that are holding you back? think about hiring an assistant to take these on, even for just a few hours a week. many virtual assistants are very affordable and have flexible plans in terms of how many hours you pay for. often the belief that there will be more nasty busywork to attend to with more business causes people to sabotage themselves and keep that aspect managable. if you would need an assistant in order to deal with growth, hire one now that you'll have time to train- then when things pick up, you won't have to run around like a chicken with her head cut off. learning to delegate and manage is one of the most important things a business owner can do.
• could you automate any of your regular tasks? having a "schedule now" button on my website allows people to simply select a time and date that works for them at any hour of the day. this saves my time and theirs when back and forth "what day and time works for you" emails suck the momentum out of a desire to start coaching. make your client's path to you quick and easy- sometimes this means taking yourself out of the picture.
• build your word-of-mouth referral network. when business is flowing, we can let contacts and connections lapse. however, nothing is more important than having a group of people who know you and your work out there in the world talking you and your business up. consider joining a networking group like leads club as a marketing strategy. mine has not only been a lifesaver for my business- it has also been the source of great professional support as well as good friends. a must if you are new to the area.
• develop your vision for your business. think of this slower time as a time to plan and consider as many options for your future as possible. when we are so busy it seems we are running in circles, it is very difficult to imagine changing anything. we simply want to stay above water and get everything done on time when business is packed in. it is the in between times that we can ask ourselves what it is we truly want from the work, and assess whether the needs of the market have changed. the truly successful entrepreneur has a flexible vision, and is able to go with the flow. this is true even though we sometimes want to stay in bed with the covers pulled up.
• maintain and increase your marketing budget and plan. the absolute worst thing you can do for your business when things are slow is to reduce or cancel advertising. this is a double loss- even though you are saving money in the short term, you are preventing new clients from finding you AND you risk dropping out of that top spot in your current clients' minds. it is essential that people think of you first when faced with a need that you fill. expanding advertising is a good idea now, as is making unusual gestures- sending flowers, cookies with your logo- things that people don't expect in a down economy- will make a much bigger impression right now and will how how much you value your clients. This is a very easy step to take- much lest costly too than in a booming economy when a big splash is expected and taken for granted. set aside money to spoil people a little- they will certainly keep coming back.

finally- be creative. what would you try if you weren't terrified of everything falling apart? if you believed in what you sell or the service you offer completely? and especially- what aspect of your business is essential and beneficial to your client right now in the time we are having. you must be an essential and not a luxury and people must know this.

for more customized support, please contact me to set up a session.