The economy for business to business sales will always vary from retail sales, whether for necessities or niceties.

You'll also find that individuals in the US will adjust their spending according to their perceptions moreso than reality. So, if they perceive that the ecomony is alright, then they act accordingly.

The fact that perception can be stronger than reality has been demonstrated in the US mindset on several occasions, one the most famous occurences was during Orson Welles' "War of the Worlds" radio broadcast. People who missed the beginning of his show, thought the live staged show and sound effects were real and acted on it.
Some tuned to other stations and found only typical broadcasts on all other stations, and realized the invasion was fiction. But, some went on their mistaked perception without checking the facts.

I witnessed a similar event that is just as telling. Stationed in West Germany during the mid '70s, we only got Johnny Carson's "Tonight Show" on Tuesdays, and they were re-broadcast from earlier dates, never live.

On one Tuesday, Carson made a couple jokes about a toilet paper shortage in one part of the US. Within 3 days, the PXs and commissaries at military bases all across Europe were out of stock and resorted to rationing toilet paper. It seems many military families created a truth based on their mistaken perceptions.

So, the economy may be doing better than Greenspan or the national news reports, if the public's perception is that things are fine in their part of the country or their segment of the economy.

Selling promotional advertising, my perception is that existing clients and new customers as well are still buying, so my industry is doing well. However, my competitor who is losing sales to me and others, may have both a different perception and reality.

Sometimes we create our own reality, by the subconcious messages we send out, while making our sales presentation. One jewelry store may do better then another, due to the mindset of the sales people and management. Those who project a positive atmosphere can expect to see better sales than the store that dwells on the negatives.

One last story.

A business owner is thrilled that he is able to put his son through college, and now the son is coming back to help him in the family diner.

The son returns and immediately begins to make suggestions and even decisions. He cuts back on grocery orders, and also reduces the advertising budget, noting that the economical news is bad. To save money, he even cancelled the expensive billboard before the highway exit.

Some customers don't get the meal they want, as they run short of popular items, and they take their business elsewhere. Others, eat elsewhere because they no longer read or heard the ads that asked then to "Eat here".

In no time at all, the father is thanking the son for helping to avoid the disaster that could have happened if he hadn't reduced spending before the big drop-off in customers.

I'll end there, as this has already run much longer than I intended. You can go back to work on other business now.

I'd just add, that as I changed my expectations, my sales have improved, beyond what my company projected. Beware of falling to the level of only getting what someone else tells you is there "reality".

Dennis Bevers




My online promotional store for those who want more results!