The whole area of marketing is really in turmoil right now. The traditional methods have been seriously impacted by the many forms of social networking, Internet media and the proliferation of cable television outlets. Look at how you’re spending your marketing dollars. Just as you need to re-examine how you perform your projects, you should put each dollar that you spend on marketing to the “why are we doing that?” test.
Most of us have only marginal knowledge of how many of these new marketing methods and concepts can be deployed, so it’s imperative that you get knowledgeable advice from someone who does understand how to approach this area. Hint: Don’t get this advice from someone who is trying to sell you their marketing scheme.
Wages and Salaries
Finally, we come to one of the most difficult and sensitive areas of our overall costs. When it comes to wages and salaries, you will need to balance the need to be competitive in the labor market with the need to be competitive in landing business from your potential customers.
If you’ve been in business a long time, you probably have employees whose wages have risen over the years. You are going to be facing competitors who are just entering the business and have hired employees who may have taken a job similar to the one they previously had and are now willing to work for a much lower wage.
If your business has been around for a long time, you should be able to sell some price differential to your customers. If you find that your wage structure is significantly out of line with that of your competitors, you may not be able to avoid addressing this disparity. The best way to do this is to be open with your employees and solicit their input as to how to address the issue. Look for ways to meet this challenge without having to cut wages, perhaps by everyone looking for ways to increase productivity. Try to find ways to avoid trading a cost disadvantage for a morale disadvantage.
Take this time and opportunity to reset the basics of your business; you may never have a better chance.