In a recession:
•             focus on the top 20% of your clients
•             focus on the most profitable 20% of your products or services
•             focus on the most effective 20% of your marketing activities
•             increase the prices of your top 20% selling products
•             work more closely with the top 20% of your referrers, strategic alliance partners or centres of influence
•             make it more attractive to become a member of your client base
•             make it more selective
•             make it more remark-able
•             increase the value of your offer
 
Don’t pander to the needs of the less well off – pander to the needs of the most well off.
 
And then………
 
Create an irresistibly attractive offer to the less well off, so that their support can cover your overheads and the top 20% can create your profit and super-profit.