They say that money changes everything. If that’s the case, then I suppose the lack of money also changes everything. Millions of business owners across the country would attest to that today, I’m sure.

We had a conversation yesterday with a rather shortsighted sales manager from a local radio station. He was making the point that, when his station feels the pinch of a bad economy, “desperate times call for desperate measures” and that “what flew a few months ago doesn’t fly anymore.”

In turn, our point was “ok, that’s fine…but wouldn’t it be wonderful if you explained that to your customers and worked to find a win-win situation instead of stomping on growing and profitable relationships?”

I don’t think our point was taken. It’s no surprise, really. All he can feel is his current financial pain, and pressure from his bosses, no doubt. He is in desperation mode. And people get weird when they get desperate. As a result, he expects to increase his profitability by burning bridges and damaging trust. In his mind, it makes sense. But…I just really have to question that logic.

Don’t get me wrong…when budgets decrease, it’s sound business practice to tighten the belt and cut the fat. The trick is not to throw the baby out with the bathwater.

The origin of this expression dates from the pioneer days of early America when families lived in small log cabins and bathed in big tin tubs. And yes, they all used the same water….in order of oldest to youngest. So, by the time the baby’s turn to bathe rolled around, the water was pretty murky. And, so…you can probably see where this is going…it became a common household joke to make sure the baby wasn’t invisible under the water before tossing said water out the door. How charming…

My point is that an unhealthy business clouds the water. And in their zeal to rid the business of unhealthiness, sometimes people get desperate and damage the very relationships that can help them flourish.

My stepdad hung a small plaque on his office wall throughout the many years he operated his business. After his death a few months ago, I brought the plaque home and it now hangs on my office wall. The plaque reads “those who believe the customer isn’t important should try living without them for 90 days.”

Good advice for shortsighted sales managers.

I don’t want to be preachy…that isn’t the purpose of this blog. Our purpose here is to explore ways to strengthen your brand. So let’s bring this home… In times likes these, expect some people to be desperate. And, as a result, expect them to act weird.

But don’t be drawn in.

As Rudyard Kipling writes in his poem “If”…

If you can keep your head when all about you
Are losing theirs and blaming it on you,
If you can trust yourself when all men doubt you
But make allowance for their doubting too,
If you can wait and not be tired by waiting,
Or being lied about, don’t deal in lies,

Keep your eye on the prize. Hold tight to that which really drives you. Avoid the pitfalls that would cause you to treat your customers as anything less than valuable.

Tactics aside, there is no better brand strategy than that…in good times or bad. And, what’s more, there is no better answer to the weirdness that desperation brings.