What should we expect in 2010? That is the question I am most often…here are some thoughts on this subject:

• Expect the media to forecast a growing economy, but remember, they’ve been saying the recession is over for six months now. It’s clearly a lie and no one really knows when things will improve.

• Expect security issues to continue mounting as “do it yourself” kits go to market and cyber criminals grow in their understanding. The cloud-computing world is increasing and most companies are highly vulnerable. Don’t expect businesses to trust cloud computing and make a wholesale move to it.

• Expect products to continue commoditizing and margins to thin even more. With giants like Dell, Cisco, HP, and IBM all vying for the same business, and less of it to go around, product competition is bound to be fierce. Remember, if your business is built around a 10% margin model, Warren Buffet wouldn’t touch it.

• Expect your competitors to have a stronger managed services business next year. If they don’t, they will likely be out of business. That means, more offerings, more choices, and less money in the market for you. You’ll need some differentiation to keep going.

• Expect hiring excellent people to be a challenge. There just aren't that many great employee candidates out there, despite failing businesses and layoffs.

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Building trust is the key to 2010 (in my opinion):

• Personal branding and trust building can accelerate your business this year. Consider your online presence in all that you do. Make sure your Facebook profile looks trustworthy. If you blog, use your blog to build credibility, and consider utilizing video through YouTube to share insights with potential customers. All of this can be blasted out to prospective and current clients.

• Schedule time to sell each week. Start your week by listing people you need to touch. Figure out what value you can bring, and then schedule “Meetings with Self” in blocks of two to three hours, specifically targeting these people. You can use email or phone, but it is important to get in front of them to make the sale. If you’re delivering value, you will be building trust.

• Commit to more consistent communication with your clients. Once they are buying, the relationship needs continuous cultivation to grow. Don’t let things get stale.

• Spend your marketing dollars on trust building by offering more educational seminars in a setting that builds community. Stop looking for quick high-pressure sales and marketing products that lead to a transactional relationship.

What will you do if Windows 7 works? This is the question I’ve asked many people over the past few months. In the wake of an unsuccessful Vista operating system, many companies have developed a business model around a product that just doesn’t work. Support is a great thing, and managed support contracts are the right business model; however, building your business on a failed product is bad business. I expect you have expanded your support business as demand for help has grown. However, this growth brings with it a false catalyst and demand for support people shouldn’t need. If Microsoft’s new product works, you may find yourself out of business. So, what is your plan for 2010?

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Please pass this on to anyone you know who is working to build a profitable solutions business today. Consider having David Stelzl speak at your next quarterly meeting or customer event. Create a value proposition that positions you as the expert and attracts new clients. Consider hiring a professional coach to accelerate the process.

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