Its not the economy that poses the greatest challenge at the moment “ nor is it customers, its the negativity from the media.

All the messages of doom that we are constantly being bombarded with and all the talk of cutbacks and falling profits will affect businesses and force them to lower their goals.

As is unavoidable in a recession, some companies fail, unfortunate though it is. There will however always be companies that do well and these will be the ones that don’t let themselves get tied up in the media’s negativity and that keep a positive outlook.

The main concept to grasp during a recession is that you need a positive mindset. If you don’t believe success is possible then the severe likelihood is that you will not succeed. You need to think as if things are going to happen, and that will improve the chances of things happening drastically.

Another key aspect of ensuring success during hard times is to get someone on board who has years of experience as a sales and marketing coach.

The right candidate will have decades of experience, therefore will have worked in recessions before and will be able to steer you through it.

Opportunities can arise from a recession. Other companies may be discouraged from implementing the marketing campaigns they were considering, which presents opportunity for other businesses.

Fear of the economic state is likely to unwind the marketing strategies of many companies, which will have a drastic effect on the new opportunities they can take up. They may have been able to avoid this situation by having a positive outlook from the start.