No matter what industry you’re in, you’re likely to have a slow season. Whether it’s a few days or a few months, you should always be prepared to combat these highs and lows. When the dreaded slow season does begin, the best reaction is to kick your marketing into high gear. By taking the time to recognize trends, address them, and work around your seasonal limitations, you’ll improve your chances of keeping up your momentum all year long.

For those of you just be starting out, it may be hard to tell exactly when your slow season begins and ends. After a few years, this will get easier to recognize. If you make a conscious effort to pinpoint when your business begins to slow down each year, then you’ll be better prepared for it next time. It can be extremely disheartening when downturns are sudden, so at the very least you owe it to yourself and your employees to predict when this slow season will start to affect business.

The best marketing strategies start with rounding up your leads. You should be reaching out to potential clients constantly, especially before the slow season begins. When that’s done, move down the list and contact the older leads that may have grown cold after a promising start. Then, go ahead and take a few swipes at some potential clients that need to be reengaged after you parted ways with them. The sooner you start this process, the better the likelihood of success is. If you wait until the day before the slow season to reach out to your old leads, you may be looking down the barrel of another fruitless slow season.

by: Charles Jackson,
AFEUSA President

Charles Jackson President AFEUSA