I just heard a funny thing on a scoring report on sports radio: A heavily favored tennis player lost a match to a lower-seeded unknown, and blamed it on the windy weather.

Which is odd, because the wind doesn't usually target just one player.

From my own experience, I don't mind playing a competitive golf match in tough conditions. The weather affects everyone the same -- or does it?

It's the same economic environment for everyone right now, but does it affect us all the same? No, I would argue that just like outdoor sports, some people handle the conditions better than others.

It's the same economy for all the furniture stores and jewelry stores in town. It's the same economy for all the community banks and credit unions in town. It's the same economy for all the realtors and funeral homes in town. But some will do better than others.

Some will actually grow, while others will not survive to see the recovery. Determine to be one who rises to the challenge.

In tough conditions, you may need to play your shots a little differently. Minimize waste, obviously, but also improve your offer. Purchasing priorities are different now than two years ago. Get inside your customers' heads to see what drives their choices in times like these.

Tighten your focus on the customers you have. What patterns do you find? Who is missing? Are different groups responding in different ways?

Identify customer groups you don't have. What are they looking for? They might be experiencing reduced service from your competitors who claim it's just "belt-tightening." That's opportunity for you!

The wind is blowing, but wearing out is not an option. Fight on, and fight smart.

Labels: customer centered, marketing