Greetings, fellow rainmakers and marketing mavens. As the first quarter for many of you nears a finish, I hope this post finds you all doing very well with strong numbers and impressive ROIs at your backs. Our first period ended several weeks ago, and as our President and Chief Executive Officer, Chuck Manners, noted in his last post, we’ve seen our share of changes recently. But hey, I’m not complaining. We’ve been very fortunate to sustain the favorable pace of 2010 well into 2011 thanks to the rock star cast at 40 North Christian Street, the very best in the business. Besides, I’m a salesperson at heart. I love just about anything that will help me light up the scoreboard.

Quick show of hands – anyone else a fan of double-digit growth, outperforming nearly all the competition and the industry by multiple factors of the annual average?

I thought so.

Yes, please. I’d like another. Thank you.

Alright, let’s get down to it. I refer to “change” and “growth” in the first paragraph deliberately for I have zero doubt it will be increasingly difficult to sustain the latter with the former. Perhaps this statement is insanely obvious. Okay, I’ll give you that. But after listening to a presentation by Dennis Jacobe, Chief Economist at the Gallup organization, I’ve become a believer of his “new normal” theory and what the implications of this reality likely means for all of us. Be forewarned, however; some of you may not like what you’re about to read.

The way I see it, the new normal essentially describes today’s macroeconomic environment following one of the worst recessions this nation has faced in several decades. It refers to a new economy whose recent financial shocks have fundamentally changed consumer and business owner behaviors for the foreseeable future. Consider two things:

1. In January 2011, 40% of Americans believed the economy was getting better, compared to 38% in 2010 and 17% in 2009 of the same months – we’re on an upward trend.
2. Most Americans spent less in January 2011 compared to any other month from 2008 to 2010 – we’re on a downward trend.

Am I crazy in thinking this data presents a major paradox? You mean to tell me that nearly half of all Americans believe the economy is improving, yet our spending levels are at a three-year low? You mean to tell me that despite the growth in consumer confidence, we’re spending less now than we did during the recession?

Welcome to the new normal.

The new normal suggests that corporate professionals should be more reactionary in their decision-making, not anticipatory (read: stop being proactive). The new normal also suggests that firms should stick to tried and true business principles, that it’s very possible for companies to actually innovate themselves out of the market, incorrectly assuming customers will increasingly want better, faster, stronger, etc. Those attributes worked in years past. Good enough is becoming the standard now.

In light of these comments, I think it would behoove business professionals to focus on two things if they wish to sustain growth in the new normal. We all know these things, of course. I’m simply advocating that we should give them higher priority.

1. Connect with your customers on a deeper, emotional level
1. Things to consider…
1. Issue a survey to find out why customers buy from you vis-à-vis your competition. Do you really know?
2. Interact with your customers via mobile and social media channels. Are you and your customers connected via LinkedIn? Do you know their comfort level with SMS text messaging?
3. Respond to e-mails faster, with at least an acknowledgement of receipt if not the answer, to improve the perception of customer service.
2. Make it easier for your customers to do business with you
1. Things to consider…
1. Review your sales cycle from start to finish and consider ways to improve/streamline/eliminate steps in/from the process. If any of these steps include a simple, online angle, bonus.
2. Improve accessibility to information by any means necessary. Where do your data sheets, overviews, case studies and testimonials live? Where should they live? Are they current?
3. Ask your customers for feedback after the sale. You might be pleasantly surprised how open your customers will be with you, especially if they know you’re no longer seeking the commission.

The economy is fundamentally different and it’s here to stay for at least 3-5 years. We should drill this reminder into our heads daily. Taking the new normal seriously may be the only way to sustain the growth our companies expect of us.

Will you drink the Kool-Aid?