With Labor Day just a little over one
week away, it is now time to prepare for the busy season. As I’ve mentioned
over the past few weeks, but also in many other posts, I live in an area where
June, July and August tend to be a bit slower for sales. However, like clockwork,
the flood gates will open on the Tuesday after Labor Day.
So, with the busy time on the horizon,
let me share my tactical approach to managing this time period. Typically this
busy season will last until the first or second week in December, before things
slow down for the holidays. So, being prepared for what is to come, will
certainly help keep the calendar manageable.
First, I outline the clients that use an
annual budget to manage their technology or marketing expenditures. These tend
to be the clients that have “use it or lose it” policies with their respective
companies. These clients will begin their own budget processing and planning
during September and October. Identifying these clients and getting on the
schedules for review and project or service discussion is a priority. Trust me,
these clients will absolutely say yes to a meeting, because they too want to be
careful in their planning.
Next are prospective clients that have
been considering my company. These are the prospects that are considered hot
but have been waiting until this time frame to move conversations forward. Their
summer has come to an end and it is now time to get fully back into the swing
of things. I knew who these prospective clients were due to my conversations
and touchpoints over the past few months. It is now time to talk with them
about getting their project or services outlined so we can move forward before
the end of the year.
Last will be my “all other” client
category. These are existing clients that have proven to be good and fair. They
appreciate the work we provide for them, although they don’t often have
deadlines of their own, and so conversations tend to be proactive versus
reactive. I fill in all calendar gaps with these types of meetings to keep my
existing client base apprised of the “what’s new and what they should be
thinking about” in our respective service market. Inevitably, these
conversations due turn into opportunities, and when balanced with the other
varying types of meetings occurring during this push toward the 4th
quarter, the calendar becomes full and full of opportunity.
If your business and the clients you
serve are similar to mine, now is the time to plan accordingly and carefully,
as such planning can be a great asset to you closing business of the next few