As a professional in the commercial real estate industry, I feel inclined to write a "how-to" for surviving and doing well in tough economic times. Yes, my industry has been hit hard, perhaps as hard as the auto industry, and my 20+ years of working for mall developers in the booming late 80's and 90's gave me little insight into what our Detroit-area market would experience here in 2010. To make matters more interesting, I elected to start my own company and "go it alone" in 2005. Five years later, I am not on the streets, but have successfully built a strong and thriving business.

So what does a marketing, leasing, and public relations professional in the real estate field do when the world is crashing in around her? I chose to view it as an opportunity to succeed - and that made all the difference. It has continuously amazed me to see businesses give up. I had one commercial developer principal say to me "Cindy, no one is doing business in your field here - are you going to move out of Michigan?" I felt like saying, "No, I am going after your potential clients."

My advice is basic and most of all - easy to do. But it requires two elements - time to analyze and thoughtfulness to look at your core business. But this is a task that few companies take.

It's all in the list

A database is key! Your business should have a current list of every current and potential client that should be updated on a regular basis. When you or your employees meet with a potential business partner, his or her info needs to be added to your database immediately. This list is your lifeline to your business success.

Organize your database into three categories: Current clients, Immediate Potential Clients and Future Potential Clients.

Current clients

Current client relationships need to be fostered as much as potential clients. In your database, track the communication between your team and that of your clients and make sure you are forming solid relations with your core business. Take them to lunch (just because), buy them a holiday gift that reflects their personality, call them to ask how their business is doing. Remember this is your core business and people do business with people they like and people who care about them on both a business and personal level. Never take current clients for granted - they can be gone tomorrow.

Immediate potential clients

This list should be viewed as the opportunity to create a new friendship. Get to know these potential new clients and figure out how your business can add value to theirs. Take the time to forge a relationship. Email them a trade magazine article that may interest them, send them your favorite motivational book, or get them a subscription to a trade magazine that could assist their business. Again, track your communication on your database. Don't be a pest, but slowly make your business a part of their life.

Future potential clients

This group in your database may be businesses that have told you that they aren't interested in your services at this time. Perhaps that means that they will never do business with you, or perhaps it means that at this point in time, they don't need you, but maybe they will feel differently in six months. Don't put as much effort into this category, but continue to communicate with them quarterly, or a couple times a year - just to be sure that when they do need your services, you will be top of mind.

How do you communicate with potential clients?

Use your database. In my business, I choose to print a marketing piece for my business once a year and mail it out. Yes, I mail it to all my clients in this electronic age. I want people to touch and feel a marketing piece about my business. It is expensive, but in my opinion, well worth it. And on the electronic side, email blasts to your entire list on a monthly or quarterly basis is also a great way to stay connected to potential business.

Stay connected

Lastly, if your new business is rolling in, or creeping in, keeping a positive attitude is important. Stay connected, read all of the trade publications in your industry. Get the Wall Street Journal, New York Times, your local newspapers and magazines. Know your market. And attend industry events, conventions, meetings, become a member and be active in your chamber of commerce. It is surprising how many companies shy away from all these things when times get bad. This is the time to network! Remember that new friend that you met at the cocktail reception could actually become your new largest client.

One more thing

Remember the guy that told me to move out of town because there was no business in Michigan? I sent him a bottle of Dom Perignon for the holidays.

Cindy Ciura is principle of CC Consulting.