Recessions can be self-fulfilling if we let them. You recognise the scenario. Cut back on everything, take a deep breath and hope it all blows over as soon as possible. If we all take this approach we simply add to the confirmation of what the media is forewarning and politicians grapple to avoid. Alternatively, we can take stock and embrace the opportunities that a recession can present.

What opportunities?
They are many. For example, on the financial side there are several to be taken advantage of. The falling oil price automatically reduces many of our variable costs while suppliers of goods and services are more inclined to cut margins by offering sizeable discounts which, in turn, can further reduce our outgoings.

UK organisations with a mainland Europe clientele have the adavantage of a much weaker pound against the euro which, in effect, represents a saving of approximately one third on last year's fees. Other organisations whose student base comes from dollar-related economies might find they have a similar advantage. In order to maximise this, it is crucial to communicate it to your market.

The public does not stop buying during a recession. Instead it prioritises spending to the things it really needs. It is not a foregone conclusion that people will have less of a need to learn English in a recession than in a boom. In certain circumstances it can be quite the opposite. Also those not working, or working less hours, can have more time to dedicate to study. The important thing is to know your market and to know its needs so that you may respond to these positively.

Your organisation should be needs focussed. Not simply at a general level but also at an individual one and every effort should be made to ascertain needs and successfully fulfil them at every stage of the student recruitment and product delivery process. This requires experienced and flexible staff, both management and teaching, who can work both individually and as a team. Positivity and professionalism go a long way, but only if they truly respond to what your clients need and want. In the process of ascertaining this, you might be surprised at the creative ways you find to respond to it. If you'd like to share these with fellow readers, let us know some of the innovative solutions you've achieved.