QUIT SINGING THE 'BUSINESS IS SLOW' BLUES by Kathleen Gage
For some businesses, December is the busiest month of their year. For
others, the slowest. Regardless of when your "slow" period is,
utilize the time wisely.
Here are a few tips on building a consistent flow of business
throughout the year.
When someone first uses your service, send some type of a follow up
to him or her. This can be done via email or USPS. Since email is
becoming so commonplace, you may want to consider an actual letter or
card.
Additionally, if you have a slump in business take that time to call
clients/customers in your database. Recently I stopped into a pet
store I get my supplies from and have my dogs groomed at. The groomer
was frustrated because several people had made appointments for that
day and didn't show up. What her customers may not realize is that if
they don't show, she doesn't make money. I asked if there was a
system in place to assure a higher rate of people showing. As I
suspected, there wasn't.
My suggestions were as follows:
1. Require a 50% deposit when the person makes the appointment.
No shows forfeit the deposit. It will only take once before people
realize they need to be certain when setting the appointment. A
simple explanation to someone who is doesn't want to put a deposit
down should take care of the situation. If someone refuses to put
down a deposit you may not want to do business with them. It is about
setting appropriate business boundaries.
2. After the appointment, send a thank you card to the pet - of
course addressed to the c/o the owner. This is not a common practice
so the groomer will suddenly become someone who cares about your pet
rather than someone who simply grooms the pet. And by sending the
card to the pet you add a pinch of humor and difference in a way that
the owner may show his or her friends because it is so unique.
3. When business is slow, pull out the past and current client
list. Get on the phone and let people know that the holiday season
tends to fill up rapidly. A dialogue such as, "Hi Mary, I notice that
Max is due for a grooming. We tend to get very busy this time of year
and I want to make sure you are able to get an appointment. Let's go
ahead and book you for one right now? Great, let me go ahead and get
your credit card number so we can take care of your deposit on that.
Thanks and see you on _____.
4. Each day, spend a few minutes going through the booked
appointments for the following few days and make a quick call to
remind people of their pet's appointment. You will be amazed at how
this will reduce the no shows.
You say you don't have a pet store and grooming services. No problem.
Think about what you just read and how it might apply to your
business.
In these changing times, it is up to you to be as flexible and
creative as possible. Instead of singing the "Business is Slow"
blues, take advantage of slow times to keep in touch with your
customers and clients. You will be amazed at the results.
Kathleen Gage is a business advisor, keynote speaker, and trainer
working in areas of marketing, promotions and achievement for small
businesses. Call 801. 619.1514 or E-mail
kathleen@turningpointpresents.com . Get Gage's free online newsletter
Street Smarts Marketing and Promotions® by visiting
www.kathleengage.com
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