Help your customers use less of your product

Sounds counter intuitive, but in a down economy this is exactly what you can do to align with customers.

What we all need to do, as individuals and organizations, is reduce our cost structure.  That is the opportunity of this economic crisis.  We are really forced to challenge all of our assumptions about about what we must have, the way we must do things.

So you know that your customers need to reduce their costs.  If they haven’t let you know already, it is just a matter of time.  They’re likely to be telling you they need to cut back on what they’re paying you.  And here’s the choice:

Either you cut your price or reduce the quantity they buy from you.

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