I have already heard the recession used as an excuse to extract better prices from suppliers, and to effect slower payment terms. Many suppliers who import from overseas have been adversely affected by the weak pound and so further pressure on margins isn't going to make life easy. The number of insolvencies in the promotional merchandise sector has shot up in the last quarter.

Sound gloomy? well no just realistic, what we have to do is refocus on the basics of building longer term relationships with our clients.

We may have to work a little harder at reminding them of how valuable promotional clothing and merchandise really is. What we will face like many businesses in the UK is a form of natural selection, the lean strong focussed businesses will do well. When sales are under pressure it's very easy to drop the price in order to win business yet it's the worst thing to do.

So ask yourself these questions :

• What is my Unique Selling Proposition - what makes me different ?
• Does my website reflect confidence and reassurance ?
• Are their testimonials /case studies/ accreditation/awards clearly visible
• How much of my business is repeat if its not higher than 60% -ask why?
• Have I benchmarked myself with my competition?
• Have I invested in training for myself or staff so that we operate at the highest level?
• Which markets do I focus on , or do I take what business that comes in?
• How much business do I get from referrals, how can I affect more of this?

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