The pressure is beginning to build. Only 76 days until December 31, 2017. For most companies whose fiscal year ends then, the temptation is to cram more and more frenzied activity into the last two-and-a-half months to finish strong.
I love owners who want to finish strong. What I don’t love is the frenzy. The more they try to do, the less they focus on the right things to do. And it’s the absence of focus that trips them up on the way to the finish line.
Focus is Your Choice
First, a word about focus. Focus is a choice that you make. Or not. No one forces you to cram your weeks with more and more activities. You choose to do that. If you reflexively respond “I have so much on my plate, I can’t just drop things” I say, “Yes, you can.” How? By choosing the most important things and stopping doing the rest.
There’s only one step to meaningful focus: Ask yourself “Is this activity going to help me achieve my desired outcome?” If yes, do it. If no, stop doing it. That’s all you need. You have the courage to do this, you just have to choose to use it.
Choose This 3-Step Year-End Campaign
- Segment your buyers. (Stop trying to be all things to every person who has ever crossed your path.) Separate your list of buyers into 4 groups: Testers, Regulars, Enthusiastic Fans, and the top of the top, Best Buyers. Do this today and the rest will be easy. Don’t do it, and the rest doesn’t matter.
- Segment your offerings into low value, medium value and high value. Value increases the more an offering is differentiated from what else is offered on the market. The selling prices of these offerings should reflect their value. The GO Curve shows you this alignment. You may download it here.
- For a strong year-end finish, create a marketing campaign (a campaign is a limited, methodical sequence of touches) for two buyer segments and two offerings.
- Select one medium value offering popular with your Regulars, and one high value offering for your Enthusiastic Fans.
- Plan three touches in 6 weeks: one email, one hand-written card or note, and one phone call.
- Script your touches like this. Each touch is the same, no need to invent new wording for each touch.
You’ve been on my mind. I hope you are well. It has been awhile since we’ve spoken.
Please know I am at your service if the need arises.
I am especially excited about our (Offering name here.) If you are open to hearing more, I would love to connect with you. Feel free to call me on my direct line at 000-000-0000.
For the year end, your goal is to book the business, even if you don’t receive the revenue and deliver the product or service before Dec. 31.
Keep track of every touch and every response. Do not let this get merged into other data or records that you keep. It’s only by tracking the effort closely that you can fully appreciate the value and the outcome it produces.
In a nutshell, you have two action steps to take today:
1) Choose to finish strong with a Year-End Campaign.
2) Start your Year-End Campaign right now.
The Year-End Campaign is easy to implement. It’s getting started that is hard.