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May 2008 
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Readying for a recession | FocusAmbika Puniani Bailey
Now that Federal Reserve Chairman Ben Bernanke finally has
admitted the U.S. could be facing a recession, business owners can
set up contingency plans for a slowing market.
But because it's been awhile since the U.S. faced a recession of
real consequence, ways to gird your company for one may not seem
obvious.
According to Suzanna de Baca, president of Private Capital
Solutions Group, Des Moines, Iowa, there are three main things you
can do when facing a downturn in the market:
- Critically analyze your budget. When you are trying to
trim costs, resist the urge to cut all discretionary spending, de
Baca says. She says skimping on expenses related to marketing,
advertising and branding may seem like natural places to cut but
doing so could harm your company in the long run. In a tight
market, marketing and advertising efforts can keep you in front of
your clients. A homeowner who needs a new roof system during a
recession not only is going to want a good value, he or she is
going to want someone trustworthy and dependable—qualities
good marketing can help promote.
- Understand your account ledgers. A slow market is the
ideal time to strengthen your accounting reporting systems, de Baca
explains. Make sure you keep good records and track your profits
and losses. Most important, make sure you diligently collect
invoice payments. All companies are guilty of letting accounts
receivable slide now and then. But during a recession, poor
collection procedures can begin to hurt your company even more. De
Baca suggests you identify the weaknesses in your accounting
procedures and fix them as soon as possible, which will better
position your company when the economy rebounds.
- Be discerning. A downturn in the market is stressful. To
minimize the stress, de Baca suggests you scrutinize your company
and pursue only those activities that strengthen your business.
This could mean changing your relationships with suppliers and
clients, improving certain processes and strategies, and cutting
costs only in areas that will result in long-term improvements.
Whether or not you call it a recession, these are challenging
times. The tips de Baca provides can help you survive the
turbulence and put your company in a solid position for the...
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