The directors and managers of the small " medium technology companies are today forever simply trying to cling to survival, at least for the most part. All we seem to hear about it is how profits and sales are dwindling and that people are having to cut back on everything, and of course, the media jump straight in there to exacerbate the uncertainty and shove it in everyone's faces.

In a downturn many commercial organisations struggle and sadly, some fail - but there are always those that succeed and win.

The winners of this economy rat-race will be the ones who do not let themselves get bogged down by the media and keep a positive attitude.

There are opportunities to be had in a recession, it is not completely negative. From what was clearly apparent in the recession of 1991, those business who continue to effectively market themselves and advertise their business will be the ones that come out on top for the following years.

Strategies to Guide Your Business to Success:

These points have been taken from sales and marketing directors with over 30 years experience in the technology industry and will help to ensure that your business is among those that come out of the recession on top of your competition.

Look for a survival strategy.

Find ways to ensure that you boost your sales.

Bring in some non-executive directors with ample experience.

Ensure that you keep hold of your customer base and that your competition doesn't move in on them.

The Entrepreneur's Manifesto: - The UK faces one of its biggest tests for years - to be able to generate the wealth necessary to provide the government with the income needed to repay the massive recessionary debt.

Most companies in the technology industry are not differentiated in the customers mind by their products or solutions, but the quality and value they receive in your service.

In the minds of the consumer, most technology companies are almost grouped together as they tend to release similar products. Once one company has made the technological advancement, it wont be long before they are all selling it. For this reason, value for the customer lies not in what the product does, because they could get a similar product from many different places, but in the value you can offer them outside the inherent features of the product.