As the year enters the final few months, those of us in small business experience the Holiday Slow-Down. This doesn't mean you should just sit back and watch your bottom line shrink. It's time to actively blend your marketing strategy to this "Most Wonderful Time of the Year."
Strategy #1: Target your sales copy to what's on people's minds
Most people are thinking about giving and wondering...
- What would make a great gift for my some or daughter?
- What would make a great gift for my spouse?
- What would make a great gift for my father or mother in-law?
- What should I put on my own holiday wish list?
- What gift should I give myself this year? (Yes a lot of people while out buying gifts for others, buy gifts from themselves too.)
- What can I afford to spend?
You get the idea. Don't assume people know what they want to buy. So whether you sell to businesses or directly to consumers, help them out with your sales copy by targeting the questions that are on their minds this time of year. Give them the answer - your product, your service!
Strategy #2: Use the end of the year to up-sell & cross sell clients.
December 31st marks the end of 2010 and while it's just a day on the calendar, it has a strong emotional effect on your clients and customers. People see it as a clear ending and January 1st as a new beginning.
At the end of December people tent to reflect on their past performance and aspirations of the coming year. This is the perfect time to tap into their psyche and get clients to review their needs, what worked and what didn't and offer them a chance to sneak in a last deal before 2011 arrives.
Strategy #3: Strengthen your relationships with prospects & clients
Your primary small business competitive advantage is the number and strength of your relationships with your customer base. Use this time to show your appreciation to them. How?
- Tell them. Thank them for their business and loyalty. Cards are simple and can go a long way with reminding customers you appreciate them.
- Send your most valued vendors or clients a gift. The key is to give something your client would appreciate. It's hard to lose with food or unique items. Surveys show that people are happier with less expensive gifts that were specific to them.
Strategy #4: Offer special deals for a limited time only
The end of the year is fast approaching and everyone likes a deal. The problem is we all tend to procrastinate. What's the solution?
You have the products and services people want. Now all you need to do is motivate them to buy. Combine special offers with a limited time availability. If you have a website you can put a countdown timer on your offer to increase the sense of urgency.
Yes things tend to slow down during the end of the year and holidays but that only offers you an opportunity to work ON your business rather than only IN your business. There's still time - go for it!
