1. Credit Crunch
How to survive and
thrive in a downturn
Speaker: Ian Warrilow

2. Speaker – Ian Warrilow
• Managing Director – Rocktail Associates Ltd.
– A business consultancy that specialises in
developing winning strategies to SME’s
• Previous Roles include:-
– Head of Secured Lending – Citigroup plc
– Sales Director – Prudential Assurance
– Special Assistant to the CEO – HFC Bank plc

3. How to survive in a recession
• A recession is egalitarian –it is no
respecter of reputation.
• Flexibility and Adaptability are key.
• The deeper the trough, the bigger the
bounce.

4. Reduce Costs
• Recruit external resource to analyse your
bought ledger
• Agree “risk/reward” payment deal
• “Hot Spots”
– Travel
– Utilities
– Corporate Entertaining
– Insurances

5. Reduce Costs
• Hot Spots (continued)
– Taxation – is all VAT recovered?
– Renegotiation of non-contract services.
• Staff – make the tough decisions now.
• Outsource non-core functions.

6. Increase Sales
• Get referrals
– Build into your sales pitch
– Act immediately
– Always feedback to the source
• Showcasing
– Speaking at relevant seminars etc..
– Writing in the trade/professional press

7. Increasing Sales
• Client Service Matrix
– How many of your clients have all your
services?
– What’s your penetration?
– An excellent marketing tool

8. Foundations for the Future
• Focus on what is worth the most
– High value
– Relationships
• Access – a recession frees up time.
– Talk to new prospects and keep your existing
clients close.
– Be visible – in person, on-line

9. Foundations for the Future
• Differentiate
– Take an interest in their business
– Be Positive i.e. what’s going well
– Don’t change everything.
• Value Added
– Understand the currency i.e. Information,
Solutions, Opportunities.
– Make life easier

10. Summary
• Focus on strategic cost control.
• Get your cashflow forecasts right.
• Take care of key people.
• Take care of your customers.
• Outsource what you can.
• Look to new
markets/customers/opportunities
• Make acquisitions.

11. Questions?
Contact Details
Ian Warrilow
07980 282749
ian@rocktailassociates.co.uk
www.rocktailassociates.co.uk