There are many ways to reposition your product line or service, in this new economy, and today we will look at a few of them. 

First, take a look at your advertising.  Has it really been giving you a return on your investment, or are you using the same advertising methods and venues as you always have, because it is what “should” work.  Well, if it isn’t working, then now is the time to try something new. 

Consider including a powerful offer in your advertising.  Offer free information or generate inquiries by offering a compelling price.  The web inquiries you receive could become paying customers.  Make a compelling discount or bonus offer to convert inquiries into paying customers.

Secondly, make every effort to gain contact information from prospective customers.  This can be through compelling inquiries, surveys, or offers. The fact is that it is unrealistic to expect prospects to buy the first time they are introduced to your offer. 

Third, removing obstacles to risk is essential.  Today’s consumer has to feel safe about being connected with you and your organization.  You have, no doubt, heard of the benefits associated with creating community around your product or organization.  Here is where that community can come into play for sales. 

Some communities are built around social networks on the internet; others around personal contact, follow-up emails and letters or conferences.  Spend time thinking of innovative ways to connect with your community (or potential community), as it relates to your industry. 

Finally, maximize the potential of the boots on the ground—your current customers.  They are one of the assets that is most able be leveraged. In this day of consumers being bombarded with numerous media messages each day, a personal connection or testimonial is often the best way to reach your audience.  Make your customers excited about what you are offering and they will spread the news to friends and colleagues.