When Business Slows Down, GIVE UP OR PUSH HARDER BUSINESS HOW-TO You Have 2 Choices:
As I write this, we’re a few days out from July. Traditionally, July is a slow month for new sales in the business-to-business world. Most Americans take trips with their kids, leave for a quiet vacation with their spouse, or maybe are just occupied at work because summer is their busy season. Regardless of the reason, it isn’t the busy season for most B2B companies. All businesses have this slowdown period. Yours may be in February or at Christmastime, but no matter when it happens, no one likes when sales are slow. During my first few years in business, I didn’t know this was the pattern. July would hit, and I would be in full-on panic mode by mid-month.
I’ve heard some really smart people who have varying opinions on this topic. Partly I think the choice comes down to budget and desire for growth, but I’m not sure there is a right or wrong answer here. MY DECISION I’m always growth-minded, and personally, I want to conquer a slow month. July typically reaps new sales that are about 30 percent of a normal month. August is better but still only gains about 70 percent of a typical month. So my theory is that we should push hard in July with hopes that some of that hard work will spill over into August. My goal is for July’s new sales to be 70 percent of a normal month and for August to be 100 percent on par with a normal month. If this happens (or if we even get close), I’ll consider that a huge win. THE PLAN AND THE LOGIC
aren’t paying attention. So we have a few new-lead promos, but the bulk of our efforts is going to be focused on people who are already on our list.
Here are the three main areas we’re going to focus on:
PEOPLE WHO WE’VE RECENTLY SPOKEN WITH BUT WHO HAVEN’T GIVEN US A YES OR A NO
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PAST HOT LEADS WHO HAVE GONE DARK ON US
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LEADS THAT NEED TO BE RE-ENGAGED
By focusing internally more than externally, we have a much better chance of closing a sale since these people already know, like, and trust us. Theoretically, they also have some interest in our products and services as well. To some extent, this comes down to a numbers game. We have to reach out and provide value to double the number of people we have to provide value to during a normal month, but all the effort will, in theory, have both a short-term (July) and long-term (rest of 2018) payout. To be 100 percent transparent, I have no clue if this campaign will work or not. I have seen people have crazy success marketing during their traditionally slow months. I’ve even created some of the campaigns to provide that success. But, as with any new marketing strategy, it really is a bit of trial and error with no guaranteed results. Even if we don’t turn July around and make it a good month, I do know one thing for sure: If I don’t try, I guarantee myself a slow month.
I was running around like Chicken Little, driving my wife and my team crazy.
Now that I recognize that this slowdown is just a seasonal issue, I’m left with two choices: I can give up or push harder.
We won’t likely make up for a slow month with a ton of new lead promotions. Many people simply
–Shaun
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