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How to survive in a sluggish market?

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Baskar Sundaram

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It is extremely difficult to keep up in a changing economy. Business trends and markets are changing slowly. People are becoming more frugal and are changing their lifestyle and spending habits. How do you survive in such a market?

Given below are some strategies on how to thrive and grow even in a sluggish market:

Stand apart

When there is a diminishing customer base it is highly important to find ways through which you can distinguish yourself from your competitors. Make sure that you offer unique products and service. Consider your competition’s products and ensure that you are better than them. To stand apart from your competition make sure that your product is better, marketing is better and your customer service is the best that you can offer.


Usually when things get tight most businessmen immediately reduce their marketing expenditure. This is a wrong move. The best way to survive in a bad economy is to invest more in marketing. The idea is to attract more customers. Spend more money on advertising and evaluate how you can improve your current marketing plan. This way you can attract more customers.

Introduce new products

Most businesses derive 80% of their profits from the sales of a main product. During hard times this dependency on a single product can make your business vulnerable. It is necessary to branch out and create stability. Here are some ways you can expand your business:

  • Entering a new market through a new product.
  • Offering a new product related to the old one and persuading customers to buy it.
  • Making a plan to build continuity revenue.
  • Taking on clients who are from a different market base.

Customer loyalty

During hard times it is easy to fall into quick fix schemes. Remember that these remedies are only temporary solutions. To stay strong in a market it’s important to have a strong customer base. Focus on building customer loyalty and trust. Offer the best possible customer services. Provide innovative and affordable solutions and products. Always keep your clients’ best interests in mind. This will greatly benefit the business in the long run.


There are three primary forms of leverage available to entrepreneurs: automation, systems, and people. The key to success is to apply leverage on the well-established business processes. Consider how well you can utilize the available resources and how you will benefit from it. Leverage correctly applied can work miracles for almost any business. So determine how you can use leverage to get more results out of business processes that are already working well.

It might seem scary and hopeless surviving in a sluggish market. By applying these strategies any business can grow and proposer even in the most unsure market conditions. 

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