When I worked in advertising, a friend of mine who sold media space for another company once said to me “Why is it that you can sell annual campaigns for $50,000 and I can’t even sell a weekend package for $500?”.
The answer was (and is) simple: smart business owners know that in order to make an impact with their customers, they need to communicate with them consistently. My media clients understood that buying $500 worth of advertising for a one weekend, stand-alone campaign would be just as effective as taking that $500 investment and putting it through a paper shredder.
One of the biggest stressors in business ownership are the peaks and valleys in sales revenue that we can experience throughout the year. As their media rep, I always reminded my clients that when they were consistent in their advertising, those peaks and valleys were less extreme and sales were more consistent;
When you remain top-of-mind with your customers, they think of you FIRST and feel the BEST about you WHENEVER they need what you are selling.
The same is true for professional business development. As we head into the summer months, our tendency is to put our normal business activities on hold. There are fewer networking events to attend, fewer business meetings and everyone is focused on heading to the lake.
This month, I challenge you to set down a plan for how you are going to keep your activity levels consistent this summer despite the inevitable change in your business environment. Will you make a point of mentioning what you’re working on when socializing at community events or with friends? Or will you make a list of champions you don’t often get to see and connect with them over coffee?
Charting a course for your summer business plan will mean that you are already at full speed in September when everyone else is just easing their way back to business.
All the best,