The Cost-Cutter's Guide to Growth:
Five Tips for Building Growth Muscles in a Weak Economy
By Dan Adams
Do you have to wait until this downturn runs
its course before you can get back to your growth plans? Hardly! Here are
five low-budget tips to drive your B2B organic growth now.
Warren Buffett famously said, "Be fearful when others are greedy and be
greedy when others are fearful." And you'd love nothing more than to be that
kind of long-term thinker, willing to invest in the future when others are
running for cover. Of course, Buffett has his $40 billion fortune to cushion
the risks associated with his maverick tendencies. You, on the other hand,
are saddled with a shortage of cash and a coterie of colleagues who believe
the right response to the recession is to hunker down, slash costs to the
bone, and wait for the storm to pass. What's a frustrated would-be
business-grower to do?
You can aim for growth during a serious economic downturn. In fact, now is
the perfect time to do so, while your competitors are distracted. You just
need to consider alternate (read: cheaper) ways of going about it.
If you're trying to grow your business-to-business company these days using
old, costly, inefficient methods, you're probably doomed to failure. The
good news is you don't have to go that route. You've probably tightened up
other areas of your operation in response to the recession—and you can do
the same with your growth efforts.
Here are five small-budget growth ideas you can use right now:
Tip #1: Find out what your customers really want—not what you want
them to want. Profitable, sustainable organic growth starts when you have a
deeper understanding of customers' needs than your competitors. If someone
tells you otherwise, be careful: They might be misguided in other areas as
well. When my clients begin using advanced methods to interview customers,
they are usually surprised by what customers want. This means they had been
planning on developing a product that interested them, not their customers.
No wonder the average hit rate for products under development is 1 in 4!
Companies are not using the right techniques to unearth true customer wants
and needs. But no one can afford to introduce failed products these days.
Tip #2: Conduct customer interviews remotely. (It's more effective
than you think.) Jetting around to interview customers is understandably
unpopular when travel restrictions are all the rage. Consider the web
conference-based customer interview, using a service such as Live Meeting,
WebEx, or GoToMeeting. Is this as effective as a face-to-face interview?
Well, no. But it is better than no interview at all—and there are some
benefits to interviewing customers remotely.
For example, you can have more people "from your side" in remote customer
interviews than is comfortable or practical in a face-to-face interview. And
if the customer's key buying influences—manufacturing, technical, marketing,
and so forth—are located in different facilities, it's much easier to have
them all "at the meeting."
NOTE: For a free bulletin on making the most of web conference
customer interviews, visit
Tip #3: Get everyone listening to the voice of the customer. Some
large firms keep a small staff of highly trained VOC (voice of the customer)
experts poised for action. These folks parachute into a project as dawn
streaks the morning sky, interview your customers for you, and hand you a
report of "what the customer wants." This is a flawed model. Most businesses
chalk up thousands of face-to-face customer meetings during the course of a
year, as sales reps, technical service reps, and others go about their
normal duties—so why not train these people to become VOC experts?
They've already gained the customer's trust, they know the customer's
language, and there's no extra travel cost. Best of all, you'll develop a
reputation among customers as "that supplier who really listens to us." Now
that's how to protect today and position for tomorrow. So keep that handful
of experts...but let them become trainers and coaches for the masses, not
Tip #4: Use OPK (other people's knowledge). I have a lot of very
smart clients, yet many are stuck in the past in important areas. Why? There
are two reasons: First, more work is being required of fewer employees. Most
of us want two things out of our jobs—to contribute and to learn—but in
today's pressure cooker, there is little time to learn and apply fresh
thinking. Second, useful knowledge is exploding. Each year, mankind
generates enough new information to fill half-a-million Libraries of
Congress. Who can keep up?
Fortunately, we harried businesspeople have access to exciting new tools to
help us process and use the information. Let's say you want to get better at
a growth practice such as consultative selling, acquisition integration, or
product launch. You can learn a lot using three approaches:
1) Search for books on Amazon.com. I buy
over a hundred a year and am amazed at the brilliant thinking I can access
for a pittance.
2) Google for subject matter experts. Many will gladly share their
knowledge—via white paper or web conference—in hopes that you'll become a
3) Tap into associations such as
www.APQC.org and www.ISBM.org for
great benchmarking and shared learning.
Tip #5: Bring your training in-house.
How many announcements do you get per week for conferences in San Diego or
Orlando? These conferences are at the "intersection of interest" for three
parties: 1) revenue for the hosting organization, 2) publicity for
sponsoring vendors, and 3) learning for attendees—in a pleasant environment.
In some cases, the attendee returns to your company, shares what she learned
with colleagues, and things change for the better. More often, though, the
conference materials stay stuffed in a bag and nothing changes. That's too
bad, because these affairs often cost $3-5,000 per person with travel costs.
Compare that to private, in-house training, where the trainer comes to you.
This may cost $1-2,000 per person. But beyond lower costs, there are big
advantages. One, the training can be customized for your company and
industry. Two, everyone learns the same new language and methods at the same
time, which greatly improves implementation. Three, the business leader can
hold attendees accountable and drive change with a solid post-workshop
Here's the best part about aggressively moving forward with your
small-budget growth plans: Your competitors probably won't do the same. So
when the economy picks back up, you'll be ahead of them by leaps and bounds.
Yes, there is great economic uncertainty now, but we can say with confidence
that this downturn—like all others before it—will end. So while your
competitors are completely immersed in hand-wringing, why not focus some
percentage of your energy on the eventual upturn? Thinking in new ways may
do more for your future growth than spending-as-usual would have.
# # #
About the Author:
Dan Adams, president of Advanced Industrial Marketing, Inc., is passionate
about B2B new product development. In over 30 years working within and with
major B2B corporations, he has explored every aspect of product development,
building New Product Blueprinting from the ground up. He is a chemical
engineer and holder of many patents and innovation awards, including a
listing in the National Inventors Hall of Fame. Adams was head of strategic
planning for a billion-dollar company and has extensive experience in
Fortune 500 marketing, business development, and leadership positions. He is
an award-winning speaker and conducts workshops in every region of the
world. Advanced Industrial Marketing, Inc. (AIM), was built on the belief
that understanding your customers' deepest needs is a competitive advantage
you should learn—not outsource. AIM conducts workshops globally to train
commercial and technical teams in advanced B2B product development, provides
strong post-workshop coaching support...and then gets out of the way.
About the Book:
New Product Blueprinting: The Handbook for B2B Organic Growth (AIM Press,
2008, ISBN: 978-0-9801123-4-4, $35.00) is available at bookstores nationwide
and from major online booksellers.
For more information, visit