“I chose Dicks Nanton Agency because they get it. A lot of people provide marketing and PR but I was impressed with their ability to understand what drives a customer to do business with you. That’s pretty rare. I really felt that I needed a fresh vision in my business to help us pull off the extraordinary for our clients. I’m looking to Dicks Nanton Agency to provide fresh insight into Florida Leisure Vacation Homes and to help me take it to the next level,”
“I mentioned to you while we were in Hollywood that the day before I came, I got a call from a producer who found me through a press release and my participation in America’s PremierExperts®. I had a phone interview and received an email inviting me out for an all expenses paid shoot for a TV show, where they want me to talk all about my business and what I do. I just wanted you to know how much I enjoy working with you all and think what you are doing is terrific. The fact is, what you guys are doing works. There is absolutely no way they would have found me, nor would I have this interview without you guys. The great thing is I can use whatever they produce in my arsenal now and hopefully get more interviews. So, again, thank you for everything—it works!!!”
–Jennifer Myers, Realtor, First Time Homebuyer Expert
Jack & Nick have brought about more expansion in our business in the past three months than we thought possible. They got us to see the big picture while explaining everything along the way. Jack and Nick took the time to understand our business goals and tailored their approach to us. We wouldn’t trust our company with anyone else!
Jon Ruhff & Yeosh Bendayan – Push Button Productions LLC
“Hi this is Kimberlee Frank “The Real Estate Junkie” and I am writing to let you know how joining America’s PremierExperts® made a difference in my life. First off, I have shared the stage with a lot of people. However, it was always me having to impress my audience. Now, thanks to America’s PremierExperts®, I have a long list of credentials that allows me to get on any stage. The media coverage was out of this world. The friendship with Jack, Nick, and Lindsay is something that can not be replaced, we will always be connected. I have written many courses and wanted to write a book but never seemed to find time. With the help of America’s PremierExperts®, they made it happen and not in years but everything was done in just 12 months. I just wanted to say “Thanks”. I couldn’t have gotten this type of media coverage, book, and 
“Nick, the weekend in Hollywood was great… your program is terrific and I really appreciate the speakers you brought in.”
-Ben Glass
When I met Nick and Jack, my business was called Total Census Solutions, which was relevant to the niche I first started in (Senior Housing), but to the rest of the world it was confusing and very forgettable. Just by reviewing my Bio, before we even had much time to speak, Nick and Jack shot back a bunch of ideas about how my business was really centered around getting people the maximum ROI in their advertising, and spun out The ROI Guy brand for me. In the past 2 years since they helped me reinvent my brand, my business has taken off! Now everywhere I go, people call me the ROI Guy, which is fun, however, the most important thing is they also know where to call when they need solutions for tracking their marketing campaigns and getting the greatest ROI! Oh yeah, and they also like to have a bit of fun too!
- Richard Seppala, The ROI Guy, I must admit that I don’t watch the news often enough. It frustrates me and depresses me, all at the same time. But, I do walk by a television that is showing a news program often enough to see the constant predictions by the Chicken Littles of the world. They are all too ready to offer up the “news” that “the sky is falling.”
Now, before you run off and start actually believing that — especially in the context of your business — just stop, take a deep breath and relax. Money is moving just as fast as it ever has, you just need to be conscious of the fact that it may be moving differently than it was in the real estate boom of yesterday.
Below, you’ll find three easy steps that will help you recession-proof your business:
1. Become the ‘Celebrity Expert’ in your Business Niche
In any economy, especially in an economy where the buyers in your market have been trained to spend carefully, you have to compete for every last dollar that is being spent. Your buyers are likely distracted by their own issues that they are dealing with, so the last thing that you want is to lose a prospect or, worse yet, an existing customer due to factor you can control.
If you have taken the time to show that YOU, not the product or service that you offer, are the Celebrity Expert, the Guru, the Go-To provider in the marketplace, you will have a much better chance of staying busy — while your competitors are floundering. The reason for this is that many business strategies change during market shifts, and if your buyers remember your previous strategies and offerings better than they remember your ability to make great decisions and guide them in the right direction, then you can expect to sit around waiting for the telephone to ring until the market changes.
If, on the other hand, you have taken the time to display your expertise, and have promoted yourself rather than your “latest and greatest” product and service offering, your audience will always come to you, their trusted source, when they must get results. They would rather rely on a trusted advisor than on a product or service. People buy people; NEVER forget this — especially in a shifting market.
2. Ramp Up Your Marketing Efforts
In a changing market where assumptions and projections are no longer identical to what they were in previous periods, the first thing many businesses do is assume an overly-conservative marketing strategy. The first thing many a CFO says is “let’s slow down our marketing efforts.” BIG MISTAKE.
This could appear to be a lesson in contrarian-marketing, and while that does often work, this goes deeper than that. We’re not just trying to say “Yes” when those around us are saying “No,” but the same outcome ensues.
In a changing marketplace you actually have to market more consistently and creatively to get consumers to spend their dollars on your products and services. They are adopting a more fiscally conservative policy all around based on what they are seeing and hearing; so they have to be smacked in the face with your marketing message even more than usual in order to finally make the decision that what you are offering makes sense for them. If you slow down your marketing efforts, the final “sign” your buyer is looking for before they cross the line and buy may never come. As they say, “when the student is ready, the teacher will appear.” If you don’t appear when the student is ready, you’ll miss out on the chance to make the sale and bring in the revenues you deserve.
3. Be Agile
We often get caught up in offering the products and services that we want to offer, rather than looking for the missing ingredients in our buyers’ lives. It’s an easy trap to fall into, particularly if you’ve been doing what you’ve been doing for a prolonged period of time.
If you get stuck offering your products and services exactly as you have in the past, you may miss a great opportunity to fill a void. If there is a shift in market conditions and your profitability level drops, and you continue to offer your products and services the same way you were pre-shift, then you are turning a blind eye to the fact that your marketplace is no longer seeking (or willing to pay for) the solution of yesterday.
Oftentimes it only takes a slight tweak of your message to ease the pain your prospects are feeling, but you do have to take a moment to stop and realize that your “ointment” may no longer be packaged in a way that attracts customers, and that re-packaging could be the key to renewed profitability.
I know that the overwhelming message in the news is that “the sky is falling,” but if you’ll take the time to follow these three simple steps, I assure you that even while your prospects and clients are trying to avoid the impending doom, they’ll come to your bunker to avoid getting knocked down.
