During difficult times, from CEOs and presidents to sales and marketing managers each is confronted with one of two choices.
- Will we defend, therefore shrink, possibly survive but in the process risk the death of the enterprise?
- Will we fight and take market share from those who choose defense and cannot manage their business?
If the company chooses defense it takes the chance it will save itself into a corporate graveyard.
If it survives it will most likely give up a large chunk of its market share to a more aggressive competitor. Those who took the option to simply survive by cutting back on sales and marketing and shrink the company may die a bankrupt death or barely survive to compete. They must rebuild the marketing and sales departments and their credit lines. Their future is bleak, but they may have a future if nothing else than to sell to a competitor who understands the meaning of the word attack.
"Nobody ever defended anything successfully, there is only attack and attack and attack some more."
George S. Patton
But we don't have to pay too much attention to the"defender." We should pay all of our attention to those who used their wits and their cunning marketing and sales departments to attack.
If the company makes the crucial decision to avo