Unless your business is a ‘summer seasonal’ business, you may be like many of us where sales are down over the summer. I think it is especially difficult in places where the winters are harsh and the summers short. Where I live (in a snow belt) we get long, cold winters with a lot of snow. This summer we have had incredible weather and no one wants to be inside. For those businesses that sell to other businesses it can actually affect the bottom line.
Yesterday I was talking with a client about her June/July sales which are down over last year. After looking at all the possibilities that can affect sales we thought one of the most likely causes is that her clients (massage therapists) are not seeing as many clients themselves because of the beautiful weather and hence not using as much product. After all, with the Canadian dollar disparity and a looming price increase, they should be purchasing more right now.
If you are having a usual or unusual slowdown in the summer (or another time of the year) here are three things you can do to create more income in your business to drive more sales.
Have a sale. This is a great time to let your customers and past clients know they can purchase your service or products for a short time at a really great price. It will allow you to reconnect with past clients and get your brand in front of people that have not bought from you before. This may be the opportunity some people have been waiting for to get the product or package they want. Remember that your sale price should not be less than your cost, unless it is a ‘lost leader’ meant to bring in more customers to purchase other ‘on sale’ products.
2. Unique Offering
Offer something you never sell as a one-time purchase. For instance try these unique offerings:
- Pair up with another business to give a ‘2-fer’ – two great purchases for one great price. Pair up with someone that offers a product or service your clients would love to have but that you do not offer (e.g. Reiki and massage / weight loss and supplements / coaching and marketing assessment). Remember, you still need to both be making money.
- My VA offers a summer ‘try me’ package that gives a month of her time on a trial price (50% off her regular). Believe me once you have someone doing the work for you as a consumer you are likely to continue to purchase. If you do the work for your clients try this last idea out.
- I have a client that loves to offer a 10% discount at a local health food store when people come through her nutritional programs. The big win for the health food store is they get new clients in the door and my client looks generous being able to get her clients this discount on food they will need for their new lifestyle.
Add in something that has great value but costs you little or no additional time or money. If you have a product that can be downloaded (a program that teaches or relaxes or energizes, etc.) you can add it to any other offering for a short period of time. Remember, it must have true value, not just your ‘free offer’.
Something else I have tried is giving clients access to a personality assessment which I purchase in bulk. This does cost me a little, but it is nominal since I purchase in bulk and it has great value to help my clients understand their marketing language, marketing archetype, or fascination value – all of which makes them better able to cope with the leadership requirements of business ownership. It also gives us language to use when we are working together so we both have a better understanding of what they need to do next for their business’s strategic growth.
Don’t let summer (or any seasonal lull) stop you from making money. Keep your clients happy, keep them coming back, keep them in-the-loop with your offering by making it more desirable to purchase right now.
As for my client with the June/July dip in sales, she has decided to offer her loyal customers one last opportunity to purchase at a lower price after she raises her prices to cover the import costs. After all, who wouldn’t want to stock up before they have to pay more?