Surviving When Clients Aren't
Rolling In
Here's our top
10 list of "to do" items during slow times to get your business ready for the next wave of success:
1. Catch up on
Correspondence
Respond to or
file any and all business correspondence. This includes snail mail, voice mail,
and e-mail. This would also include invoices, bills, and business leads. Make
sure that you are organized and ready for after the holiday season.
2. Make Major
Business Purchases
Research those
business purchases you've been considering for awhile. Now, you can divert some
of your attention away from clients to concentrate on these items. Invest in
yourself and your business with computer software upgrades, training, workshops
or Web site updates and improvements. You might be able to get some good deals
and deduct the purchases off this year's taxes.
3. Review Your Strategic Plan
Business plans
and marketing plans are dynamic documents. They can change depending on your
needs or your target market's needs. Now, you can reflect on where you've been.
Start planning where you'd like to be with an eye toward challenging yourself
to achieve bigger and better goals for next year.
4. Read the Latest News and Books
Now is a good
time to keep up with trends in your industry as well as local business news.
You can familiarize yourself with topics that affect your business and your
clients. Also, there are probably a ton of business books you've been wanting
to read. Set a goal to read 2 of them by the beginning of next year.
5. Plan Advertising Spots
Set up next
season's advertising opportunities. Consider including a mixture of traditional
print, radio, internet, upcoming tradeshows or events. This time of year, many
aren't focused on the holiday season and wait until it's too late to plan their
advertising campaign. Also, if you commit now, you might be lucky enough to get
a holiday discount off the usual rates.
6. Re-evaluate Memberships in Business Associations and Organizations
Do they provide
support? Camaraderie? Education? Referrals? Customers? If they aren't helping
you meet one of your goals, the cost of membership may not be worth it.
7. Look at Your Client Mix
Make a list of
the types of clients you've been marketing to. Then, make a list of your
actual clients. Do you see some key differences? If so, it might be worth
tweaking your marketing plan or even some of your products and services.
8. Commit to Expanding Your Marketing into One New Area
Do you want to
start marketing online? Holding workshops? Sending mailings? Writing articles?
Pick one new area and add that to your marketing mix for next year.
9. Consider Alliances with Other Businesses
It's difficult
to do everything when you are a small business owner. Building alliances can
save time and money for everyone involved. They allow you to work with
businesses that have products/services that complement yours or have a
similar target market.
10. Take a Mental Break From Business
Most of all,
enjoy this time to yourself. Take in a sunset. Go to holiday parties. Spend
time with family and friends. And, be thankful for all the wonderful events
from the past year!
Some
designers look at slow business periods in a negative light. Instead, do
the opposite. Take this time to reflect on the highs and lows and
begin to change the direction of your company to better position itself for the
coming months.
Brett and Leila Johnson own Data-Scribe(tm), a New Mexico-based firm empowering Micro-Businesses through technology, the written word & training. To get more tips like this, visit their Micro-Business E-Library or sign up for their Micro-Business Gazette at http://www.datascribe.biz.
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