Round the world, the holiday season is upon us. If you’re in retail or ecommerce, this time of year is your bread and butter, with up to 40% of total annual revenues rolling in over just a few short weeks. Other businesses slow to a crawl and even close during the Christmas / New Year fortnight. Deals are deferred, purchasing is put on hold, and we all wait until the New Year. So if the beaches beckon and the snow’s whispering your name, enjoy your well-earned break. On the other hand, you are in business, you’ve had breaks through the year and you’ve got goals for the financial year 2010-2011. So why wait? What’s going to change? Long ago, my mentor encouraged me to use this time of year to be working on my businesses. His words were – ‘open for business all year long. Doing what others won’t be doing is where the successes are!’ So here’s a list of things that can get done in a holiday season.
1. Taking Care of Customers
This time of year is a perfect opportunity to make a personal connection with regular clients, and even former clients or prospects. You’ll find that they are far less time-pressured and have their minds on the future rather than the next deadline.
2. Events
Of course you can host an open house or holiday party, but perhaps a more realistic plan is to attend those you’re invited to! Even if such events aren’t high on your favorites list, they present a great opportunity to meet people in person, put a face with a name, and connect or reconnect. Practice your schmoozing skills, exchange contact details But..please make the follow-up calls in January otherwise you’re just a fly-by-night.
3. Gift Giving
Gift giving is a ritual for many cultures. Business gifts don’t have to be expensive. Calendars, sweets or a gift basket are often appreciated — perhaps consider a gift for your best customers, and cards for others. Check whether your client adheres to a ‘no-gift’ policy. Business gifts or holiday entertaining are often a legitimate business expenses and can be written off at tax time. Check with your tax advisor.
4. Card Sending
Send a holiday card to current, former and prospective clients. Personally, I choose not to use email because that’s what happens daily and everyone else is doing it. I want to be different / standout from the pack. For some clients, I choose to standout even more and I’ll phone them. Just a few minutes of my time to extend warm wishes to a client or even that new prospect.
5. Working on my Business
Here’s a list of things that are always on the list:
- Website. Is it doing what I want it to?
Can you revise the copy, update graphics, add a content management system or optimize for search engine positioning? If you go for a new graphic look, the launch can become a news event in January, at least within your customer/prospect base. There’s another reason to contact your in-house list.
- Write a Marketing Plan and Budget
Marketing is a cost in most businesses, so look at creative alternatives. For example: do you have short presentations? If so, where can you book yourself as a featured speaker at civic and service group luncheons in the new year. Write an article for your local network (why not submit your work to the ABN?).
- Plan an eNewsletter
The most efficient means to keep in touch with clients is with a brief enewsletter, sent at regular times. Tell customers and prospects about new sites you’ve built, staff changes, successes your clients have enjoyed, books you recommend, and links to articles that may be helpful. It could be a real business-builder in the New Year.
- Develop a Plan to Grow Every Customer Relationship
What additional needs does each of your customers have, and how best can you meet them? Should you add a staff member, consider research partnering, or pursue joint ventures to build sales revenue? Can you rethink your value position to be a provider of business services? You’re much more valuable to your client if you can. Find those services like SEO, online advertising, or copywriting through partnerships, or by contracting with specialists who are willing to negotiate their fees to your individual situation. In any case, the New Year will be here in an eye-blink. Revised budgets, reaffirmed objectives, and updated plans will be essential to build business and make your 2011 plans – just be sure to take time to appreciate the clients you serve now, the friends who support you, and the family at home. Happy holidays!
