Saturday, April 21, 2018
Publication Date: 12/1/2008
Archive >  December 2008 Issue >  Tech-Op-Ed > 

Is This the Upturn?
Jacob Fattal, Publisher
The entire world is waiting with bated breath to see when the economy will turn around. And turn around it will, but it will do this in its own sweet time. The coming change in Washington could help, or it may not help at all; that still remains to be seen.

In the meantime, it's important to do everything we can in our industry to maintain business as usual as much as possible — as difficult as that may seem to be. But how can you keep on with business as usual when orders are canceled or have stopped coming in the first place?

One way is to get your company's name out in front of more and more people; some of them may well be new buyers for your products. People have been buying for Christmas; that's a given. They aren't buying as much, but interestingly, flat-panel HD TVs have been walking out of the stores in incredible quantities. This is largely because of the impending changeover in the U.S. to totally digital TV in February 2009.

Another positive note: now that world oil and gas prices have tumbled to lower than last year's levels, the consumer market now has some cash available for Christmas and other discretionary spending. And electronics still represents the most wanted new purchases across the board. Well maybe a new car or two would be nice, too, and even that may become possible with Detroit's aggressive new-car pricing and special deals to help move the iron that's still sitting in dealer's lots and freight receiving yards. It's true that lower fuel prices alone will not rebuild the sour economy, but it's an important start, and we can't just dismiss this happy turn of events out of hand.

Lower fuel prices mean that products will no longer have fuel surcharges added to their cost; it means that transportation companies — our lifelines — will no longer face business failures because of inflated fuel costs. Fuel is reasonably priced once again. As I said, it's a start. Another important factor is preparing the customer to buy. That means increased advertising and Internet marketing — areas where U.S. Tech can help you enormously. And like many new car dealers, we will gladly make you an offer you can't refuse.  \par

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