Do the seasons impact how you work or how your business functions?
Many businesses are impacted by seasonality in terms of the products they provide for sale. There are ways to even out seasonality for your business in the products for sale business, and the service provider business model.
If your business is a product for sale business you might consider one or all of these three options to even out your sales throughout the year:
1. If your specific product or product line is for a specific season, who are the customers who purchase your product? With this knowledge, what product would this same customer profile be interested in purchasing from you in the other seasons?
You should have your customer email addresses and possibly their mailing addresses. If you are not certain about their interests you might create an easy to respond to survey, to find out.
2. During the season when your typical product is not in demand, you might create a few unique marketing campaigns with incentives to create ‘off season’ purchases. Bundling your product with other products or packages during the off season would add even more interest to your marketing efforts.
3. Host a workshop or an event around your product line during the off season to assist your customers with learning more or adding value to them which would be in line with what you have for sale.
If you are in a service based business which is impacted by seasonality, for example a CPA firm comes to mind where tax preparation at certain times of the year is the crunch time and other times of the year are much slower, you might consider one or all of these three options to level out your business throughout the year:
1. Spend the time and effort to have all of your clients email address and mailing address. With their permission send a value added newsletter at least once a month to your clients. Create offers in your newsletter where your clients may be able to gain information from you on a regular basis in your area of expertise.
2. Structure events or workshops with other service providers who your ideal client would have an interest in hearing from. These should always be scheduled during the slower time of the year for your service based business.
3. Create an off season special, which you creatively market, that will begin the work with your clients, which will lessen the time constrained work during a busier time of the year.
These options listed are given to you not as a be all, know all, answer. It is to get you thinking how might this work for your business? You will likely find other options or add to these suggestions as best suits your specific situation.
Do you want one-on-one guidance on how to create a successful year round business? Contact Mitch Tublin today. Email info@mitchtublin.com or call 877-907-8223.
Your strategies could be worked into almost anyone’s marketing plan and give some solid results. Thinking strategically about how to increase sales in your off season is a great idea.
Sue, Don’t you find the answers to most business issues solve the problems other business owners face as well?
We have no “off season” – so it’s the planning, strategizing, implementing, and doing all happen at the same time. Each of the strategies you listed are so versatile – I find it helpful to look at my overall goals for the year and plugin int he strategies that will best support those. I also make sure to use the overall marketing calendar to plan out the steps and actions so they actually get done.
Jennifer,
Don’t you see a pattern in your clients urgency at one time of the year or another to complete a job you are working on or for a new
job?
Great advice, thanks Mitch
Trudy,
Good and thank you for taking the time to read these through.
It is always my hope that one small piece or a tidbit will provide
value to someone in their business or in their life.
Great article – thanks, Mitch!
Patricia,
Appreciate you taking the time to read through the article. If you found even one item to be of value, hopefully you will share this article with a friend or another business owner who will find value
for their own situation.
I personally wouldn’t own a seasonal business but these are invaluable tips for any biz. thanks!
Kiyla Fenell
Kiyla,
Completely understand not wanting to own the surfboard shop on the New Jersey Shore. With this being said, don’t you find your clients and your customers act and react differently depending upon what time of year it is?
I love the creative thinking inherent in “off season” marketing.
Here’s another thought – when everyone else is convinced that ‘no body does business in August/after Christmas/whatever’ – go out and make some calls. I am always delighted by how much business I can create when no one else is bothering…
Terry,
You are right there with my way of thinking! Yes, exactly.
These are great ideas for any business to implement whether affected by seasons or not. Great tips!
Ellen,
It is great to hear you found these ideas to be helpful. Feel free to share this article with other business owners who you feel might find value in some of the areas discussed.
I have no “off” season as well, but when working with clients I always recommend focusing on getting new people in the door during the “off” seasons. E.g. for CPA person it might be a special offer sent to existing clients asking for referrals. Whoever sends 5 new people will get a free consultation or something similar.
Silvia,
Do you find the issues, concerns and urgency of your clients change depending upon what time of year it is?
I don’t have a seasonal biz (like Kiyla, wouldn’t want one), but I do live in a very seasonal locale, and I take advantage of the “off” season here to do more local networking, AND in the “on” season, I actualy work less to enjoy the good life here and spend more time with my son… “to every season…” XO, Katherine.
Katherine,
Good for you to have your business mind at work through the seasonal changes. As you seek and work with your clients don’t you find how they interact with you and what they are seeking changes depending upon what time of year it is?