Note: Whether you are a business owner trying to market your business or a dentist dealing in dental marketing, the cost of running a business is always at the top of a business owner’s mind. In the hopes of ‘cutting cost and saving money’, small business owners are ‘cutting back’ especially in a slower economy. But are all cut-backs equal? 

When business is not quite as good as expected or in other words there is a recession, many small business owners  start looking where their respective business could cut some costs. 

After a long look  , they find that most costs can hardly be cut. After all we need to pay rent and cannot just move into smaller space, which initially would cost quite some money to move, never mind the hassle.  . We cannot cut the insurance, phone bill, electricity etc too much either. Personnel?  Well, I cannot really send my receptionist home just because the phone calls are down.

So where do they cut?   Marketing of course!  It is the easiest target! 

After all, marketing expenses is an expense which business owners love to cut – especially when marketing returns have gone down over the years. 

So let’s cut the darn thing – how much? As much as conceivable, after all we have no money anyhow!  

After all a dollar saved is a dollar earned!! Or is it?

And misery has loomed over such business that saved a dollar in marketing from there on till eternity. Hmm, believe it or not, this business owner just sentenced himself to financial hardship. He sentenced himself to being overworked and underpaid – probably the rest of his life since his basic thinking is so WRONG , that he will probably never ever make it out of it. 

This is a self-imposed financial hardship, because after all, in every recession or depression, a whole bunch of people surge to terrific success. 

Why? There are many reasons but the main one being that  when economic crisis hit, most people follow the majority by cutting back and they stop all types of ‘growth’. There will be a few aggressive business owner who will use this chance to do the opposite than the majority, and thus stick out to his prospects! 

During economical slowdowns , people do  consume and thus buy less, and any marketing most likely will bring less return. But stopping the marketing completely will bring you even a lot less business than the small returns from some marketing.

Even if the business you get from this marketing is barely enough to keep the overhead going and keep most of the employees working, it is much better for the morale and  you will still get some income versus completely non-viable.

When you cut back your marketing, your existing and potential customers forget about you.  I have seen dentists who cut out all their dental advertising due to being dissatisfied with the returns and half a year later, business fell to the point where they could no longer afford ANY marketing. 

You know very well that there is no such thing as “they know me because I have been in this neighborhood for a long time” or “they will come to me because of my good work” 

People will remember and will buy from what and whom they saw or heard of recently- very recently indeed!! 

So, if you do not market they will forget you and when the economy starts recovering, whether that is in a few months or in a couple of years and the people start spending again they will buy from the ones who kept marketing . Maybe, maybe that person who kept on marketing did lose money too, but he kept fighting, kept making noise in the form of marketing and he will be “the” place to go when the money is flowing again. And trust you me, if he did lose money he  lost a lot less  than the ones who stopped marketing – period!  

This happens a million of times continuously all over the world. Sometimes the slowdown is local, for a specific business sector, sometimes as it is like now, — it is worldwide. Either way it does not matter there are always winners and there are always the whiners. 

I say whiners very appropriately because they prefer to put their attention on problems then solutions. 

They too could have continued to keep going at full speed despite the lesser return but no, they choose to put their hands up in the air and say – “nothing I can do about it– nothing works”, but they do not look nor listen to the ones who are succeeding.  

Mr. Hilton – the hotelier made it big during the great depression. 

During the Great Depression where all the hotels were losing money, most hoteliers gave up and banks started repossessing hotels by the load. Mr. Hilton was no exception, he too was losing money but he did not walk away or throw his hands up and put his head in the sand. No, he kept plugging away and away . Bankers did own or repossess his property too but he kept doing his best. He kept forging forward trying to lose as little as possible instead of giving up.  

When the economy picks up again, the bankers were left with lots of unmanaged hotels and guess to who they went for help? Mr Hilton! They even offered him a good price to buy all the hotels though they knew he had no money, after all, they have just repossessed his hotels too. 

Bill Gates has also talked about how people always overestimate the short-term results and underestimate the long term results and then  when they did not see any short-term result, they give up and thus also forgo the large long-term gains!  

Of course nothing in this article implies that one should not work hard on trying to constantly find more effective ways of marketing.  

The truth is that the not constantly looking for what is new in all areas of business and the not acting on those new things are what are missing in those people who give up!  

They are too quick to say, ‘nothing works!’ and give up. Too bad for them and very good for the ones who keep on looking, keep trying even if they fall short again and again themselves. 

These very trying times presents an opportunity of unparalleled size, for those who keep communicating, keep making lots of noise and  are putting their marketing tools into use. 

Remember: There are always effective ways to market to many people without using expensive traditional marketing tools. Success business management or dental practice management strategies include learning how to use ‘other people’s resources’ instead of your own to market for you.