Boost Biz When Sales Are Slow
Q: I need a balance in my business. Some months I am swamped. Other months I have nothing. How can I market my services so that work comes in steadily, but slowly enough for me to handle each client with utmost care? Should I advertise a lot and put clients on a waiting list during busy times?
A: First, figure out what drives your sudden business spikes. What generates the excess business when you’re swamped? Is that when you’re doing the most marketing? Once you know what prompts your business booms, you can create a marketing plan that will help optimize your schedule.
Putting your existing customers on a waiting list during busier periods may not be the way to go. Instead, you might want to hire some qualified contractors to help share the workload, suggests Kelly Davis, president of The Strategy Tree, an HR consulting firm.
Also, consider creating a customer referral program, she recommends. You can offer clients a bonus with each referral they make – but be sure to set out specific program parameters. Do you want to offer customers a cash bonus for referrals, or a discount on your services? Do referred customers need to remain a client of yours for a specific period of time before the bonus is paid?
“Many entrepreneurs make the mistake of forsaking their existing clientele in search of new customers. This mistake can cost you. So don’t do it,” says Thomas Freyvogel, an entrepreneur and business consultant.
Photo by befehr.
Brett Tilford on October 31st, 2008 12:18 pm
This is something I really struggled with in my web design/development company http://fuor.de Going from swamped to nothing and then back again made us feel like we were on a roller coaster. I like the suggestion of finding subcontractors to handle some of the load in the busy times. To some degree I think this is always a struggle in business, especially for service based companies.
Jaclyn on November 1st, 2008 10:54 am
I agree, the first thing you need to do is figure out why your business has spikes during certain time’s…once you figure that out…take it and run with it. if it’s the extra advertising, then alway’s advertise a little extra, if it’s a sale…then start offering more sales.
cassy on November 8th, 2008 7:29 pm
It is not really good to put some of your customers in a waiting list. This might be the reason that they will find another service instead of your’s.
In your busiest day, you can hire somebody to help you and at the same time you help them earn also.
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