You Can Live in the Past but You Can't Do Business There

At Holdcom, we have thousands of Message-On-Hold clients. Many of them update the content of their programs regularily due to the nature of their business: new products, new services, new customer programs, new sales channels, affiliations, etc. Others are a challenge to get them to change their content. They may say nothing changes in their business and their industry. To them it's same old same old. Their product line is the same. They're still using the slogan that was dreamed up in another decade. And besides, they say, whose got time to recreate their business or the positioning of their organization?

Well if you're still positioning your organization in this economy the way you did way back, oh I don't know... a year ago, you need to wake up and smell the latte' less coffee that has now eclipsed the sweeter, once more popular brews. It's a new world, with new needs, rather than wants, and you need to orient what your business offers to suit the new order, your evolved client base.

Rethink your unique selling positon, your logo, your colors. Are you green? Do you need to be green? Does it matter in your industry if you're green? Are you affordable? Are you competitive? Does the value of your products and services now trump your higher prices?

Are you still unique? Do you need to position yourself as unique? Do you need to ship free? If you're like about 98% of the businesses out there, you need to do something, and when you do it, you need to communicate it... everywhere. Start wherever you like, but make sure the information and positioning your callers hear on hold doesn't get left behind.