Key to surviving recession: Back to basics, speaker says

Thriving in a down economy requires getting back to basic marketing principals of contacting customers and making sure the merchandise or services you provide are what your customers want.

Several speakers emphasized that message at Saturday’s workshop on thriving in a down economy.

Keynote speaker Kathie Nelson urged the crowd of about 50 attending Saturday’s session of the two-day event to identify their customers demographically, geographically and psychologically, so they know who they are, where the come from and what motivates them.

She said the most effective marketing targets customers who also get what your business is all about, appreciate the type of products or services, and how you run your business.

During hard times, the worst thing a business owner can do is develop a negative outlook, which takes the focus off running the business efficiently and allows customers and their needs to fall through the cracks, Nelson said.

During this down economy, Nelson recommends business owners work to get ready for the the upswing that’s sure to follow in a year, or two or three.

She advises:

•Work to become more efficient. Find ways to cut down on paperwork.

• Develop databases of customers and potential customers and power partners who provide professional services such as accounting, marketing and insurance, who provide the services you need in a way that reflects well on your business.

Getting to know customers involves more than just selling them a product or service, Nelson said. Get to know what values and interests you share with your customers, and what you can do to meet their needs, including easing their pain or fears.

“The key is to work with people you love to work with,” Nelson said, adding that’s what’s “going to make your life wonderful even in difficult times.”

“What could be more fun than getting up every day and doing something you love, and getting positive feedback from the people you work with,” Nelson said. “Bring that energy and passion into what we do makes like a little easier, even in these difficult times.”

In response to a question from Nelson, Micah Blank said he does construction and fire mitigation work for landowners, including removing juniper trees.

“What do you really do. You relieve their fear,” Nelson said.

Nelson also recommended business owners “fire 20 percent of their customers” who are the ones who don’t get what their business is all about and cost them a lot of time and trouble, which takes away form the time that could be put to better use providing better service to the top 20 to 40 percent of customers who really do get what their business is about.

Focusing on the those customers who get you and what you do is the key to growing your business, Nelson said.

“The No. 1 reason I shop in Baker City is because they know my name and provide a little more service,” said Linda Noble, who works at the Worksource Oregon employment office in Baker City and attended the workshop to learn how to better help her clients.

“It’s nice to be recognized for who I am,” Noble said, adding that she enjoys patronizing local stores that provide that little extra service like wrapping the candles she just purchased in tissue paper.

Instead of just focusing on sales, Nelson suggested business owners focus on their customers needs and who they are.

“When you are focused on people in your bull’s eye, they appreciate what you are doing,” Nelson said.

“People really want to have an experience, and they want education. They want to learn something,” said Gene Stackle, business retention director with the Baker city/county economic development team.

He said having a good database is also important because it provides an efficient and cost effective tool to contact existing customers, who are the most likely to be repeat customers.

“This was a wonderful workshop. I think it addressed concerns people have about the economy and how to work their way out of the current dilemma,” said Jake Jacobs, who also is member of the Baker city/county economic development team.

“It emphasized that you need to look ahead to the future and sharpen your marketing and vision skills,” Jacobs said.

Liz Burton, a speaker from Eastern Oregon University, in a presentation on marketing, told attendees to get back to the basics of identifying what is really important to the business and doing the public relations work to get customers to come in.

She said a lot of new business in the future will come from the existing customer base.

“Contact them now and keep contacting them,” Burton said.

Keep in mind the four p’s in marketing plans:  product, price, place and promotion, Burton said.