Lean economy. That’s the phrase we’re hearing more and more.

Sometimes it’s mentioned in the same breath as recession (or heaven forbid depression).

What happens during this these trying times has a direct impact on our business in the short term. A successful outcome begets the continuation of your business. Otherwise you could be out of business completely.

There are a number of ways we can survive a downturn. Cutting costs ends up as the favorite since it impacts our bottom line in day-to-day operations. One less phone call, one less employee, one less headache ends up as one less sale. True, reducing overhead can make or break your ability to survive yet the decisions you make now have a direct cause and effect on the next six months of revenue.

Don’t blow it! Certainly cuts are necessary to remain in solvent. Lower sales volumes demand we reduce our expenses to survive. Yet the way we accomplish the reduction is key to our future. So does planting the seeds of profitability when those around you are retrenching, isolating themselves from the prospects that buy their products and services.

Smart companies actually increase customer (and prospect) facing parts of their business. Increasing contact points to your universe performs an important part of your recovery

After all, if you don’t let your customers and prospects know that you’re still here, ready to help them in the recovery, you cease to exist in their minds.

For those of you who actually read my rants, this post is a little overdue. I spent February keeping a few of my Clients names in front of their customers and prospects.