by; Andrew Maxwell – Wttc.com

An issue that is currently top of mind for many businesses in the meetings, incentives, conventions and events industry is how to attract new business sales during tough economic times. Just do a Google search for “selling in a recession” and you get over 21 million returns, a statistic that is indicative of the level of anxiety that is out there.

To work against this rising tide of recessionary selling, it is best to take small steps and focus on things that require more of you — and less of your pocketbook.

* Are you losing business to competitors who are undercutting your bids? A lot of people react to this by discounting the discount … just to get the business. Instead of this “glass half empty” approach, why not consider offering something of additional value such as a meet-and-greet service. Something like this doesn’t cost much but makes a big impact by adding a personal touch.

* Put yourself in your customer’s shoes. To attract customers you need to know where they go (online) and what they read. Don’t simply place an ad because the price is right. While a medium like craigslist is very attractive, you might want to ask yourself if your potential customers are actually going there to look for the type of services you offer. Instead, try and focus on industry-specific sites or “meeting places” as well as other networking sites like LinkedIn where you are sure to get the attention of your target market.

* While the Internet is a marvelous place to find information and to network (case in point being that you’re reading my WTTC.com blog right now), don’t discount in-person meetings. Supplement your time on line with good old fashioned face-to-face networking for a winning solution. Many social networking sites also list upcoming meetings and events. Meetup.com is also a good resource for finding groups that you’d like to connect with – in person.

* Volunteering is another way to make friend and influence people. More and more professionals are finding ways to combine their volunteer efforts with networking opportunities. You never know who you’re going to meet while volunteering but chances are there will be lots of like-minded professionals out there doing the same thing as you. It’s a win-win situation; you get the satisfaction of doing something worthwhile while at the same time getting to know potential clients on a personal level – and in business that’s half the battle won.

* If you’re a virtual assistant, consider sub-contracting for multinational VA businesses. You receive work and remain independent and the multinational enjoys all the benefits without the employer-employee related costs.

* Most importantly –don’t give up! Stay focused and determined. Think back to when you were just starting out and that excitement that you felt at building a business. Those prospects are still out there and demand for your services is very much alive. Like so many small and independent business owners today – you just have to stay determined and get creative!

Andrew Maxwell is a partner at WTTC.com – The Meeting Planner’s Best Resource. You can reach him at andrewm@wttc.com.