When stakes are high, simple solutions feel ‘too easy,’ which sees New Zealand’s business owners fall into the trap of assuming that surviving this recession must require complex strategies, so they ignore basics in favour of untested or layered approaches.
Assia Salikhova, managing director of Wellington-based agency Smarketing Lab, says that in uncertain environments such as the current New Zealand business environment, people feel powerless, so they add more processes, layers, or ‘solutions’ creates a sense of taking back control, even if it actually slows them down.
“When business owners feel desperate or under pressure, they tend to overcomplicate their marketing, but keeping things simple may be the key to staying afloat,” she says. “This is the time for consistency.
“Too many business owners are overwhelmed by noise. They know they need to do something, but lack time, resource, or a clear system to do it.
While newsletters, CRMs, and content creation sound like good ideas, she says they’re often sidelined in favour of short-term promises or silver-bullet solutions. “The irony is that the real silver bullet is going back to basics.”
Salikhova says there are three patterns she sees repeatedly in underperforming sales and marketing efforts: businesses have no systems in place, do not market consistently, and are constantly drawn to the latest solution or platform.
“There’s a belief that if you’re a small business, or a one-person band, systems don’t apply to you. But that’s exactly when they matter most.”
1. Use basic systems to stay visible
Salikhova recommends businesses start with the minimum: a functioning website, a LinkedIn presence, and a simple CRM or contact list. These tools allow for low-effort, consistent communication.
“It’s not about spamming people. It’s about reminding people you exist. We think we’re annoying people, but Coca-Cola advertises at us every day, and we don’t think twice.”
2. Define your audience and speak their language
Rather than guessing what customers want, Salikhova advises businesses to identify their real target market, then build simple content and communication around their needs.
“This isn’t about spending six months on research. It’s about calling past clients, understanding their needs, and using that to create content, emails or even call scripts.”
3. Prioritise consistent follow-up over flashy tools
In tight markets, consistent outreach makes more difference than trend-driven tactics. Salikhova urges businesses to pick up the phone, email past clients, and focus on maintaining regular contact.
“People assume relationships matter less now, but I think it’s just that we’re worse at maintaining them. If a real estate agent could handwrite notes 30 years ago, there’s no excuse not to email someone today.”
She points out that even large organisations miss the basics: “How often do you give your details to a service provider who then never contacts you again?”
In a recessionary climate, Salikhova believes businesses should ignore hype and focus on what works. “It’s boring, it’s old school, but it’s how you stay in front of your market. No automation or AI tool can replace actually doing the work.”
ENDS.
