When the economy is booming marketers complain that they can’t afford to break through the clutter. Many believe that their product is truly better and that if they could just get their prospects to give them a chance – they would convert to loyal buyers.

If that describes you, this recession is the opportunity you have been waiting for. Most of your competitors are about to wither. They will cut spending and focus their efforts on survival. 

But the flip side of this crisis is opportunity. The b2b buyers that are still active are likely the stronger companies that are serving the few bright spots in the economy. These are your dream buyers – the companies that will grow exponentially when the market rebounds.

Give them a reason to let you in the door – Increased warrantees, free upgrades, high value trade-ins, free training, R&D support – whatever fits your model.  Use search based marketing and other targeted and measurable strategies to find them.

If you can be strategically aggressive while your market stands still – the distance you place between you and your competition is hard for them to regain.

So pick your spots — narrow your focus on the strategically strong opportunities and make your move. Do not wait, your opportunity is now. There will be a developing class during this recession. Will you be in it?

In the metalworking industry there is still growth in medical, areospace, energy and other niche markets. We have even heard of opportunities relating to backsourcing. Have you heard of companies winning work from overseas competition? Share the good news with a comment.