The savviest of business owners and executives get down in the dumps from time to time. They feel stuck. The current week or month feels worrisome. They can’t think of a way to give themselves a lift right now.
They tell me things such as “Our intakes are way down. I know they’ll pick up, they always do, but right now I feel anxious.” (Law firm partner.)
“January and February are always slow and even though I know March will be better, I hate this feeling every year.” (Auto services owner.)
“ July and August are always slow. I know things will pick up in September, but I hate this feeling every year.” (CPA.)
The auto services owner and the CPA sound pretty much the same, don’t they?
In every case they’re saying “Well, things will turn around.”
I then ask “Do you wait or do you make things turn around?”
Therefore we look for opportunities to get out of the dumps.
Huge Opportunity for a Lift
At these times, the most powerful tactic for you and your company is one you can work on immediately to get out of the dumps. This is not the time for large, multi-faceted goals or company overhauls. You want a quick win.
And every company has one huge opportunity for a lift at any time of the year: an intensive focus on your current buyers. Remember, your buyers know you, they like you and they’ll be receptive to hearing from you.
Short Term Cultivate and Nurture Effort
I advise every company, no matter what industry or size, to establish and implement a annual plan to keep in touch with their buyers. Overall, this effort is called a Cultivate and Nurture (C&N) Plan.
When you’re in the dumps and need a lift, design a short term C&N that you get going in just a few days. Follow this sequence in 30 days:
- Send a personalized email to your list with news about your company or a helpful checklist of things buyers can do right now to improve a specific aspect of their lives.
- Send a thank you note to all customers from the past year; remind them what they bought.
- Let everyone know you have something new to offer.
What you’re offering is less important than the fact that you’re talking to your buyers.
The lawyer sent an email and a thank you note with a small gift to the firm’s top 25 referral sources. Within days the new inquiries started pouring in. Many people said “I was just thinking about you. When I got your note, I called.”
The auto services owner sent a note of appreciation to all his customers. He then offered a storm-related special. Every available slot was filled.
The CPA offered a comprehensive financial review, to be completed within 30 days. Twenty-three of his best clients asked him for it.
No matter the reason for your dumps, you will give yourself a lift if you take some kind of action. Since your business has buyers, the simplest, quickest and most economical action is one that revolves around your buyers.
What are you waiting for?
Creating C&N plans is one of the ways I work with savvy business owners who want to enjoy a quick win and take a step towards their bigger goals. Let me know if you’d like my help for your business. Call me at 703-790-1424.