What is your growth strategy for 2009? Expanding in this economy may seem unreasonable to some, but others are doing it; that is those with a plan. What are the most critical aspects of this plan? There are several factors:

• New Client Acquisition: One company I work with is pressing on like no other. They are marketing to executives and business owners with compelling events that use paid speakers, high-end venues, and precisely calculated follow-up programs. On average, three quarters of their 30-60 person audience is largely comprised of new prospects who sign on to step one – the assessment. From there, demonstrating justification to move through their program is easy. This company’s return is obvious. They are doubling their business annually.

• Marketing Funds: If you’re waiting on marketing dollars – forget it. Getting marketing dollars is no different than raising angel investment money in this economy. In other words, it’s not impossible, but leaving it to the marketing or channel relationships person may be a mistake. There is money out there, but it’s going to take business plans and selling at the executive level. Don’t expect companies to hand over cash without justification, and don’t take no for an answer.

• Branding: This is the time to grow brand awareness. Look at regional banks. They are marketing like crazy while the big boys are down. With daily headlines crushing the brands of the big banks, smaller banks are jumping in with their stability message. Smart move on their part. Now, what are you doing?

• Study: Learn from this mess, but don’t stop there. Keep learning.

Cutbacks are a natural reaction to economic recession. In business, the concept of being reactive generally brings negative results so here are some things to keep in mind…

• Stay in front of your customers. A sales rep for HP, whom I meet with monthly, tells me his clients are desperate for leadership. He is making extra efforts to help his clients make wise decisions, demonstrate value to their organization, and therefore create some level of job stability.

• One CIO recently told me his job is at risk every day as CIOs are a dime a dozen in this economy. What can you do to help CIOs be successful? This is a great opportunity for leadership in the area of securing digital assets!

• Deliver content. Constant cold calling is worthless, and begging clients to speed up sales cycles is annoying. Slow down proposal development until they are ready to buy. Use this time to get to the right people, demonstrate value, and thus eliminate the competition.

• Blind RFPs are a waste of time. Explain to the issuer that in order for your company to invest the 40 hours necessary, you first must speak with those making the decisions. When turned down, politely refuse the opportunity and keep marketing.

I’m always amazed when I request a show of hands concerning, “Who is reading the latest books on business and sales?” Over the past three years this poll has averaged a whopping 5%! So, after spending tens of thousands of dollars on education in order to sport a BS or BA degree, we stop learning. Meanwhile, many people are saving like crazy to send their children off to some prestigious institution of learning to repeat the same cycle. Why do people stop pursuing education once they enter sales? When I attend a conference, if the speaker is good, I always buy the book, and yes, I do read it. Like it or not, competition is global and growing. Those who plan to coast may not realize it, but you can only coast so long; unless you are headed downhill.