Keeping spirits up when business is slow

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Dear Professor Bruce: I always try to be the optimist in my small business, but I still go through some slow times and worry about the economy. Any suggestions?Answer: When times are tough and business is down, it's hard to remember that good times will come again. A positive mental attitude is absolutely the most important aspect to recovering from anything. The determination to succeed can work miracles no matter what the climate or situation. Adjust your attitude; with the right one, you can move mountains.Staying connected is critical. You want your clients, former clients, strategic partners and business associates to remember you first when services and products are needed. Slow times are great times to do the projects you usually put on the back burner.Send a postcard or letter to a couple of hundred industry associates with an industry tip or humorous cartoon. Write an article or newsletter. You don't have to be a literary genius. You just have to keep your name in front of all the people who will be in a position to purchase product or service (or recommend you to the people who do) when business picks up.Once a week, pick up the phone and call five industry colleagues from whom you haven't heard recently. Just because business is slow for you doesn't mean it's slow for them. They may have some collateral business that could help you.When you speak to an industry colleague and they indicate they have no business for you, do NOT say, "If you hear of anything, would you keep me in mind?" Everyone will say "yes" to be polite. Polite means good manners, which are important, but it does not mean more business. Instead, try this, "While we're talking, I would really appreciate you're taking a quick look though your database and giving me the names of two or three people who might be interested." Ask for permission to use the colleage's name when you make the next call.Call a few other business associates and set up a regular weekly lunch. This will help keep your mind off your own misery.Join a community group. Become an officer of a trade association. Become active in helping your children's school. You never know where the next piece of business will come from. No one is going to do it for you.Your measure is taken when times are tough. Do your homework, stay connected to your industry's pulse and stay involved in the effort to move forward. Don't give up, and most important, know deep inside, that you are going to come out on top.Bruce Freeman is president of ProLine Communications, a marketing and public relations firm in Livingston, NJ and an adjunct professor of marketing and entrepreneurship. E-mail questions to Bruce(at)SmallBusinessProf.com.