Madam, we've already established that.

Perhaps you've heard this possibly-true story before? British statesman and Prime Minister Winston Churchill, noted for his wit, at a party, talking with a socialite:

Churchill: Madam, would you sleep with me for five million pounds?
Socialite: My goodness, Mr. Churchill! Well, I suppose - we would have to discuss terms, naturally.
Churchill: Would you sleep with me for five pounds?
Socialite: Mr. Churchill, what kind of woman do you think I am?!
Churchill: Madam, we’ve already established that. Now we are haggling about the price.

As a business owner, there's one thing I like about this recession. Just one, I think. And that one thing is this: during "challenging times" (gotta love that phrase) people show you who they are. (And now we are just haggling about the price.) I like to take advantage of these moments of exposure. When people show me who they are, they're doing me a favor, albeit unwittingly. Here's a fab-u-lous opportunity to learn who I'm dealing with, and to determine how (and whether) to deal with that person again. In some cases, the phrase "it'll be a dark day in hell" flashes like neon in front of my brain when thinking about re-engaging with a person. In others, I find a new friend or mentor.

Quiz: Does your boss/client/spouse/"friend" crush you beneath her heel when she finds herself in control? BAD SIGN!

Carefully observe...

The way very privileged people treat service personnel - the best people treat others the best, do they not? - the way employees treat their boss when raises fail to appear or life is crappy (I consider the French trend of holding the boss hostage when he lays you off to be in poor taste, for example), the rabid way Newt Gingrich behaves in the face of a popular Obama administration, and the way partners and spouses treat each other when the pressure is on... these actions and attitudes can all be taken seriously.

Me? I'm really trying to be nice... especially after I hit the "publish" button today!

How to ramp up marketing for a recovery

We're seeing a difference in the way our various clients are marketing right now.

The entrepreneurial, smaller to mid-size companies are continuing to put up a good fight. They're either marketing aggressively and continuously, or adding new capabilities such as Web sites to augment their sales efforts. Our largest corporate clients are, in some cases, a different story. More oriented toward detailed budgeting and do-or-die profit projections (as well as being observed by anxious shareholders) their marketing has been somewhat more cautious, with projects going on hold or reduced in scope, and decisions put off by higher-ups until the next quarter or so.

As marketers, of course we're pro-marketing. You can't hide your way out of a recession. Silence is NOT golden in this case. However, as strategists, we're also sympathetic to the way different organizations must do business.

So... what's quick, affordable and can yield results exciting enough to stimulate the next activity?

Create a single initiative to motivate your customers. Run an End the Recession Promotion. If customers buy a particular new product or open an account, you give them a related gift or incentive... or perhaps a second product free.

Get people together. There's no better way to laugh in the face of adversity than to make clear that your company is not taking part in any further downturn. Mind you, this get-together is special. It's one in which you make your new energy, direction or differentiation clear either through an important announcement, an incentive toward buying your newest and greatest offering or a funny and motivational speech directed toward the audience's interests. Build relationships, and then follow up after the event.

Call the media! Do you have a new product, market or major initiative? Celebrate it with a press conference. Include (as appropriate) product demonstrations, a tour of the manufacturing facility or an introduction to the creative force behind the new idea... you know, like meeting Steve Jobs.

Do it online. Spring clean your Web site. Does your Web site bore even you? Does it look like your Uncle Leon designed it? The Web is very important now as your public face. Use it to inform, inspire, communicate, and (yes!) perhaps even sell. It's an investment that will pay you back.

Become a thought leader. Write a bylined article (or we'll do it for you) about where your industry, or its technologies, or consumer demand is going. Publish it in publications that your prospects read. Reprint it and send it out to prospects. Let your salespeople hand it out as yet more evidence of your expertise.

Start a GOOD newsletter. Let it convey what's new, why customers are lucky to work with you, why now is the time to invest in what you want to sell. Do it at least twice a year. E-news or print... it's up to you.

Partner with another company. You sell window treatments, they sell windows. For a limited time, customers who buy windows get a 40% discount on any of your fashionable designs!

Add your own idea here. Inaction isn't useful, but daring outreach is. You'll be glad, whether in three months, six or a year that you moved aggressively while others did not. What will work for you?

Oh, don't say that...

Words, conversational styles and mannerisms are important. There are people we look forward to talking with and people we don't look forward to talking with. And sometimes to differences are so minor, it's funny - e.g. do you cross the street to get away from me, or call just to hear my voice?

In a Difficult Economic Time Such As This, the importance of good interpersonal skills is even more pronounced than usual. Although, really, isn't it nearly always better to be a person others enjoy being around?

Here, from the recent past, are some special moments from my friends and associates with people we don't look forward to talking with:

One:


Prospect (asks the consultant a technical question)...

Consultant (answering question as simply and briefly as she suspects she really must in this case)

Prospect, no longer able to bear the sound of consultant's voice, or said consultant's response, or maybe suddenly needing very much to go to the restroom... impatiently says, "ANYWAY..."

Ouch.

Two:


We're finalizing a sale, making (maybe not brilliant) points, but points nonetheless.

Prospect: "Okay. Shut up. You've made the sale."

Us: "Oh. Thanks. Gosh."

Three:

Visitor using most sympathetic voice: "I remember when you were younger and had cute little kids at home. NOW what do you do with yourself? Do you ever have any fun?"

Host: "Uh..." (thinking furiously, quite sure he does have fun but suddenly unable to retrieve the Fun File) "Um, sure, I guess!"

Urk.

More don'ts:

-Reminding people they've gained weight or look REALLY tired. Or just looking at them with a strange facial expression that says something like, "I forgot about the way your hair always looks so... you know..."

-Telling people who've had a tragedy that - hey! - you just heard about SOMEONE ELSE who had a tragedy!

-Moping about the economy and making sotto voice helpful comments like, "is it REALLY AWFUL at your company, too?" Try a more subtle line of conversation.

We can talk about the DOs, too, but I bet we're not done with the DON'Ts. Are we??

By the way, you look great! Have you lost weight, or fallen in love?