No one can really say how the economic situation will develop in 2009, even if the forecasts are anything but rosy. But what should you do in this situation as the owner of a small business or as a sole trader? Hope for better times or mobilize everything within your power? And what happens if everything turns out differently than you had expected? Of course, there are no magic bullets, but doing things just for the sake of it is certainly just as counter-productive as simply waiting to see what happens next. Therefore, it is especially important to place special emphasis on your personal qualities, to appear confident, and to sell yourself and your own performance well.

1. Increase your pull
You retain customers when you become irreplaceable in your relationships with them – but naturally, this means that your services have to be high quality. Then, the customers come and remain without you having to put pressure on them through advertising or acquisition calls. The basis for this is that you develop a pronounced awareness of your own market, your customers' requirements, and your own needs and that everything you do in your business is based on the above. If you do this, every completed order, every meeting with customers, every phone call to customers, your reliability and also the quality of your work become part of your pull marketing. 

2. Your personality is your capital
As a small business owner your personality is one of the most convincing and effective marketing tools that you can use in your relationship with your customers, where it develops its full effect. Trust, credibility, reliability, and a true interest in the person you are talking to are just a few of the elements that make up an intact customer relationship. But don't forget: It must be your true personality, not a role that you feel you have to play in your profession. Always be authentic, this is the only way your personality is shown to its full advantage.

3. Focus on your strengths
The greatest development and success potential is in your strengths and talents, not – as is commonly assumed – in fighting your weaknesses. If you concentrate on your strengths, you will always be a step ahead of those who focus all their energy on dealing with their weaknesses. In other words, be aware of what you are really good at and use this insight to ensure your success.

4. Be your own PR manager
It should be self evident that your work is good. But unfortunately, it is not always so obvious that your customers realize this. Therefore, it is important that you actively show what you are capable of and what you can provide. This has nothing to do with boasting, it is a necessary part of your marketing. So, stop being so reserved and talk about your successes, performance, qualifications, and skills. Personal PR will increase your pull even more. This is assuming that you actually know what you have to offer. Be aware of your strengths.

5. What's special about you?
To gain attention on the market it is important that you stand out from the competition. Hence, it is vital that you find out what is special and unmistakable about you and your product or service. With small companies, for example, this is often their intensive personal contact with their customers. But a special area within your field of activity or a special skill can give you the necessary lead ahead of the competition. When you have found your special attribute, focus on this and continue to develop it. It is more promising to provide top service with a small range of products or services than covering a wide range only adequately.

On the next page read about positioning, price wars, and service