Why Being Counter-Cyclical During a Recession Can Be a Game-Changer for Your Business

While many businesses cut back on spending and focus on survival during a recession, there are also opportunities for those who are willing to take a contrarian approach. In this blog post, we will explore why being counter-cyclical during a recession can be a game-changer for your business. We'll discuss how to increase marketing efforts, invest in new equipment, expand into new markets, hire new employees, and create new products or services during a recession.

By taking a counter-cyclical approach, businesses can not only survive, but also thrive during a recession. Whether you're a small business owner, entrepreneur, or simply looking to grow your business, this post will provide valuable insights and strategies for navigating an economic downturn.

Increase marketing efforts

While many businesses cut back on marketing during a recession to save money, this can be a missed opportunity. When times are tight, customers are looking for good value.  

There are several ways a business can focus on value in marketing:

• Highlight the benefits of your products or services: Instead of just listing features, highlight the benefits of your products or services and how they can solve customers' problems or improve their lives.
• Use customer testimonials: Share real-life examples of how your products or services have helped others, to build trust and credibility.
• Provide educational resources: Offer customers information and resources to help them make informed decisions about your products or services.
• Use storytelling in your marketing: Use storytelling to connect with customers on an emotional level and show how your products or services can improve their lives.
• Show the human side of your business: Use human-centered marketing strategies to showcase the people behind your brand and the values that drive your business.

It's important to keep in mind that value is not just about the price, but also the quality, service and experience that you can provide to your customers. By focusing on value, businesses can build trust and establish a strong reputation with customers, which can help to attract new customers and retain existing ones, even during a recession..

For more ideas of how to leverage marketing during a recession, check out our blog post Marketing on a Budget: How to Boost Your Business During a Recession.

Invest in new equipment or technology

During a recession, many businesses cut back on investments to save money, but investing in new equipment or technology can be a smart move for a small business.

Here are a few ways to invest in new equipment or technology during a recession:

• Look for discounts: During a recession, businesses may be more willing to sell equipment or technology at a discount. Keep an eye out for sales or clearance deals on the equipment or technology you need.
• Consider leasing: Leasing equipment or technology can be a good way to get the equipment you need without tying up a lot of cash.
• Look for government incentives: Many government programs offer incentives for businesses to invest in new equipment or technology. Research these programs to see if any apply to your business.
• Look for used equipment: Consider buying used equipment or technology that is in good condition. This can be a cost-effective way to acquire the equipment you need.

Expand into new markets

While many businesses are cutting back during a recession, a small business can take advantage of the reduced competition by expanding into new markets. This can help to diversify the business and increase revenue.  

Here are a few ways to expand into new markets during a recession:

• Research new markets: Research new markets to determine which ones are the most promising for your business. Look for markets that have a need for your products or services and are less affected by the recession.
• Leverage partnerships and collaborations: Partner with other businesses or influencers to expand your reach and increase exposure in new markets.
• Optimize for localization: Optimize your website and content for localization to increase visibility and reach more customers in new markets.
• Test the market: Start small by testing the market with a limited product or service offering before committing to a full expansion

Hire new employees

During a recession, many businesses are cutting back on staff. A small business can take advantage of this by hiring new employees at a lower cost than during a strong economy.  

Here are a few ways to cost-effectively hire new employees during a recession:

• Look for candidates with transferable skills: Consider candidates who have transferable skills that can be applied to your business, even if they don't have experience in your industry.
• Offer part-time or flexible work arrangements: Consider offering part-time or flexible work arrangements, which can be more attractive to candidates during a recession.
• Look for interns or apprentices: Consider hiring interns or apprentices who can be trained and developed into valuable employees.
• Use freelancers or contractors: Hire freelancers or contractors to fill short-term or project-based needs. This can be a cost-effective way to access specialized skills without committing to a full-time hire.

Create new products or services

Creating new products or services that meet the needs of customers during difficult economic times,  can be a cost-effective way for a small business to increase revenue and adapt to changes in the market.

Here are a few ways to create new products or services during a recession:

• Listen to your customers: Pay attention to your customers' needs and preferences and look for opportunities to create new products or services that meet those needs.
• Look for gaps in the market: Research the market to identify gaps where there is a need for new products or services.
• Experiment with new ideas: Test new ideas and concepts to see which ones are most likely to be successful.
• Leverage existing resources: Use existing resources, such as equipment or technology, to create new products or services.
• Use customer feedback: Use customer feedback to improve existing products or services or to create new ones.

In conclusion, being counter-cyclical during a recession can be a game-changer for your business. By taking a contrarian approach, businesses can not only survive, but also thrive during a recession.  However, it's important to remember that acting counter-cyclically during a recession can be risky and it's crucial to have a well-researched and well thought out plan before making any major decisions. Businesses should also keep an eye on the economy and be prepared to adjust their strategy as necessary. The key to success during a recession is to be prepared, adaptable, and willing to take calculated risks.

Don't let uncertainty hold you back, take control of your future and let us help you create a solid plan for success.

Jigsaw helps small & medium-sized business owners succeed by focusing on the highest impact opportunities to build their businesses, while staying true to their life's ambitions - building sustainable businesses that works for their lives, rather than competing with them.   If you have any questions about this article or would like to talk to us about your business or enroll in one of our programs, we encourage you to contact us.