When the economy is good and optimism is high, there’s no shortage of courage among entrepreneurs and small business owners.

When consumer demand is high, it’s easier to cover up bad decisions, ads that don’t convert, and lousy customer service.

It’s also been said that it’s much harder to take the lead when everyone has the hammer down!

When times are hard and optimism and courage are in short supply, that’s when your competition starts to struggle.

Their struggle can be from outside forces or self-inflicted, but in either case, this presents an opportunity for courageous entrepreneurs to grow.

You see, while some leaders in your niche are watching the news and becoming more panicked by the day, they’re more likely to back off the accelerator, seemingly to avoid a crash.

This can be a great time to “pick your lane” and accelerate into the lead.

When others in your niche are retreating, that means less competition!

You merely have to be the one with the courage to accelerate and stand out.

Difficult times can cause “new” problems in the eyes of your customers or clients.

One way for your business to stand out is to focus your products or programs as a “new answer” to these new problems!

Skilled marketers and copywriters know the expression, “get into the conversation already going on in your customers head.”

My Dream Business Mastermind Clients know me to always be preaching “slow down the sale!”

That means, don’t try to close your big program too quickly.

Spend more time establishing trust and value and close them on a less expensive package, perhaps with a shorter time commitment.

Not only is it easier for your customers to just say yes with this strategy, once your new customer begins to experience all that you can deliver, they will be asking you for more!

My mentor, Dan Kennedy, once said, and I’m paraphrasing: Money is always moving. It moves in good economies and bad, and it always moves towards value.

When you establish “hope” and “certainty” with your marketing, and deliver great value with your products or services, you can grow your business no matter what’s happening around you.

A little more success mindset.

I’m reminded of what the great hockey player Wayne Gretzky said.

“A good hockey player plays where the puck is. A great hockey player plays where the puck is going to be.”

As a business owner, don’t simply react every day to what’s happening now – instead, look for new opportunities that will arise from the turmoil.

Yes, think about and serve your current customers where they are now, but also be thinking about where your new customers will be, and position yourself to be there to greet them!

And remember, whether you’re in good times or bad times, this is your time.

Whether you’re concerned about what’s happening now, or full of courage and want to accelerate, join the Dream Business Mastermind and Coaching Program, and get me on your team!

Cap't Jim Palmer, The Dream Business Coach

Cap’t Jim Palmer, best known internationally as the Dream Business Coach, is creator of the Dream Business Mastermind and Coaching Program and host of Dream Business Radio – a weekly podcast based on Jim’s smart marketing and dream business building strategies. Claim your FREE Dream Business Transformation now!

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