Who said a recession is bad? Maybe it's exactly what we needed?
Nearly every day I get the same question asked, "How's business with you guys?" It's a double-edged-sword type of question, as one doesn't want to spread doom and gloom, but at the same time, there is the reality of the current recessionary situation. There are some obvious answers that come to mind, but for some reason we dont get much further, namely;
1. "Oh great, coudn't be better." This tends to be an overkill and difficult to deliver with a straight face. Also, possibly a means of making the questioners feel even worse than they already appear to be.
2. "Terrible... but have you heard about...?" is the standard depressive response that creates a caring, lets-all-suffer-together type of approach, but has little or no value to anyone.
3. "What recession? is the half-wits version of denial?
The real challenge is, not just keeping a straight face, but looking into the faces that ask the questions and ask why they are even asking the question in the first place. I think it has something to do with doubt. Doubt about what we are doing and what we are offering to our customers?
The real challenge we face in this market right now is not the simplicity of cutting back, trying to save a few bucks, reducing management fees, cutting commissions, or scaling down; as these tactics are all easily replicated by everyone and nothing really changes.
"So what is the answer, oh knowledgable one?
It's all about value and learning how to show your clients that they are getting it from you. I attended a very progressive meeting hosted by the UPSA and the message from all the presenters was clear; if you can't explain your value to your customers in a way that they can't do without you, you will be part of the recession.
As a facilitator, I had the opportunity last week to put this theory to the test. I asked all attendees from the hospitality industry to explain to me what they did and why i should use them. The answers were horrific, to say the least;
Nearly every day I get the same question asked, "How's business with you guys?" It's a double-edged-sword type of question, as one doesn't want to spread doom and gloom, but at the same time, there is the reality of the current recessionary situation. There are some obvious answers that come to mind, but for some reason we dont get much further, namely;
1. "Oh great, coudn't be better." This tends to be an overkill and difficult to deliver with a straight face. Also, possibly a means of making the questioners feel even worse than they already appear to be.
2. "Terrible... but have you heard about...?" is the standard depressive response that creates a caring, lets-all-suffer-together type of approach, but has little or no value to anyone.
3. "What recession? is the half-wits version of denial?
The real challenge is, not just keeping a straight face, but looking into the faces that ask the questions and ask why they are even asking the question in the first place. I think it has something to do with doubt. Doubt about what we are doing and what we are offering to our customers?
The real challenge we face in this market right now is not the simplicity of cutting back, trying to save a few bucks, reducing management fees, cutting commissions, or scaling down; as these tactics are all easily replicated by everyone and nothing really changes.
"So what is the answer, oh knowledgable one?
It's all about value and learning how to show your clients that they are getting it from you. I attended a very progressive meeting hosted by the UPSA and the message from all the presenters was clear; if you can't explain your value to your customers in a way that they can't do without you, you will be part of the recession.
As a facilitator, I had the opportunity last week to put this theory to the test. I asked all attendees from the hospitality industry to explain to me what they did and why i should use them. The answers were horrific, to say the least;
- We offer top class accommodation
- Best meals at the best price
- Comfortable conferencing with good sound
- 24 hour service
- Security in the park and so on...
Well, quite simply, if we can't show them and ensure that thier perception of an event manager is no more than a venue finder, a pre-checker or a time-check co-ordinator, then one's days are definitely numbered in this industry.
My suggestion to everyone in the industry is, sit down and take a good look in the mirror and ask yourself the question; "what would happen to your client's business if you didn't exsist?"
Would they crumble? suffer? lose it? or would they just go out there and grab another flower from the cluttered vase of similar-looking flowers?
Signing off,
John Ingram
Managing Director
HiSide Group
(Been in the industry since 1992, running Hadeda Creek River Rafting Camp, HiSide Teambuilding, HiSide Events, and Ingram & Associates)
Well said John!!
ReplyDeleteThat is why we also will keep on doing what we are doing! And I know we will change the world!
Jaco @ Induna