{"id":2133,"date":"2022-07-12T19:30:00","date_gmt":"2022-07-12T19:30:00","guid":{"rendered":"https:\/\/www.ensmediausa.com\/ens-on-sales\/?p=2133"},"modified":"2022-07-11T19:25:34","modified_gmt":"2022-07-11T19:25:34","slug":"the-r-word-recession","status":"publish","type":"post","link":"https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/the-r-word-recession\/","title":{"rendered":"The \u201cR\u201d Word \u2013 Recession!"},"content":{"rendered":"\n

To Discuss or Not to Discuss?\u00a0That is the Question!<\/strong><\/h3>\n
If you\u2019ve been in the advertising business, or sales in general, for more than 2 years, you have already experienced one recession (2020 recession). If you have been around for 13 or more years, you\u2019ve been through two recessions (2008-2009 Great Recession), and for us old-timers, pending your tenure, you may have experienced three, four, or even five or six.\u00a0<\/div>\n
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The saying, \u201cWhat doesn\u2019t kill you, makes you tougher\u201d, is very true when it comes to surviving a recession.<\/div>\n
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Over the past several months, but especially the last few weeks, I have had several conversations with managers, owners, and sellers about the pending \u201cR\u201d word \u2013 Recession.<\/div>\n
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The discussion has mostly centered around two things: One – What are you hearing, and will it happen? Two – Should we engage in a conversation about the \u201cR\u201d word with our clients or sidestep the topic?<\/div>\n
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Although a few AEs said they thought it was a negative topic and were better off not discussing it, for the time being, the large majority has said, Yes! It is a conversation we should have with our clients and prospects.<\/div>\n
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My opinion is an unadulterated YES! Yes, have the conversation with them. It\u2019s far better to have it now rather than when they call you and say they are cutting their advertising! As with nearly everything, you want to be part of the discussion.<\/div>\n
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However, there is a key factor to having a conversation with your clients and prospects, and that is to be prepared! You must be able to speak logically about why advertising is important, even more so during a recession, and you need to be able to offer some proof and reasoning.<\/div>\n
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Study after study has proven that businesses that maintain or grow their marketing\/advertising throughout the recession will not only outperform their competition during the recession but will grow much faster after the recession has subsided.<\/div>\n
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Most of us know this, and most sellers have been told this, but are they prepared to go out and have logical conversations with their clients?<\/div>\n
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There are hundreds of articles and tons of research that can help arm them. Here are a few recommended readings:<\/div>\n