Last week the 2015 Global Petroleum Show welcomed 50,000 registered attendees and remained a popular destination even with the recent decline in oil prices. The Global Petroleum Show’s theme this year was – Reimagine. Reinvent. Reposition. – and offered a good reflection on the added pressures for companies to innovate and adapt in the current economy to stay ahead.

With 2015 GPS theme in mind, we’ve created a list of things that your company can do to Reimagine, Reinvent and Reposition your sales and marketing strategy to adapt to the current market.

Reimagine: Many companies like to stick with the tried and true when it comes to sales and marketing. Often, this means relying on existing relationships for continued business. While managing existing relationships is essential, relying on this as a sole source of business is a passive approach. With the current business climate, it is a great time to reimagine your sales and marketing strategy and bring something innovative into the mix. Adopting a sales and marketing software, for example, is a great way to improve your management of existing relationships, while also automatically generating new oil and gas leads and business opportunities.

Reinvent: In an increasingly competitive market, businesses that rely on their customers knowing who they are, rather than the image they present, are likely losing out on opportunities. In order to stand out and show your existing customers and new oil and gas leads what your business can do, it’s time to reinvent your online image. Increasingly your website is the first place a potential customer will look to learn about your company, and what they see when they arrive can easily make or break the deal before they’ve even contacted you. If you’re not sure what kind of impression you’re making when customers and prospects search for you online, it might be time to reinvent your website.

Reposition: Let’s face it – the energy services market is a tough place to do business right now. With a slowdown in the regular business you used to rely on, it might be time to consider re-positioning your offerings to new markets. Depending on your business, a new market could simply be a new location or may be a new industry. You don’t have to change everything, but putting more focus on growth outside of your usual areas can be a great way to make up for lost business. Testing the waters in other markets doesn’t have to require a large investment. Creating a targeted online advertising campaign is an easy and low-cost option to reach out to new markets – better yet, this can drive instant results, generate new oil and gas leads and only costs you for the visitors you get.

Despite the good turnout at the 2015 Global Petroleum Show, it was clear this year that many exhibitors and attendees were feeling the impacts of a difficult business climate. To adapt to the changing environment, it’s time to take the 2015 GPS theme to your business and apply it to your sales and marketing strategy!