Surely the economy affects companies in different ways. Thus, the correct approach to an economic downturn differs from company to company. We can only speak for ourselves.
What are the options? One might hunker down in the safest place possible like we did growing up in West Texas when the tornado sirens blew. We would all gather in the basement on the cots in the middle of the night and listen to the police scanner tuned into the hail-seeking airplane pilots or the tornado spotters. Both vocations barely qualify for even the most outrageous worker's comp rates.
We have decided to make 2009 the year of Sales and Marketing. We are investing heavily in seasoned, proven, and trustworthy technical sales professionals. We have redesigned our Web sites and have bought extra supplies of stationery for handwritten "thank you" notes. We know our individual marketing responsibilities, and we are now blogging, Tweeting, and using LinkedIn. We train and certify on new products or re-train and re-certify on old ones. We are prepared for the unknown opportunities that will overwhelm us in the future. We will be ready.
- Brian Terrell, CPA and Managing Partner