Why is it that some service-based businesses never slow down while others seem to have peaks and valleys throughout the year?
Of course, there are seasonal businesses like lawn mowing or snow plowing, but those aren’t the ones I’m talking about.
I’m talking about the businesses that have HUGE potential pools of prospects like carpenters, restaurants, coaches, computer repair, travel agents, even accountants, and dentists.
A seemingly endless list of industries, really. It’s the businesses that wait until their sales slow down to increase (or in some cases start) their marketing efforts.
Let me be clear…
Marketing should not be looked at as an annual event or a one-time thing!
“Hmmmm, our sales are down so we better do some marketing.”
Followed shortly thereafter by “wow, we’ve got so many sales going on that there’s no time to do any kind of marketing.”
No, No, No!
Systematic and consistent marketing is the ONLY habit that can deliver consistent results.
And that’s why it’s such a MUST to build into your routine no matter what phase you are in with your business.
Start small if you have to.
It’s kind of like doing your taxes…
If you can do it yourself, great!
When it gets harder to take time away from closing sales and following up on leads, hire it out!
Much like dentistry, marketing is NOT an area where you want to apply the ‘ole “if it ain’t broke, don’t fix it.”
Waiting for your sales system to break and then trying to fix it is a huge no-no.
Good marketing initiatives take time to develop and implement.
You need to make staying on top of your marketing efforts a habit AND a priority…
So the business doesn’t break!
Use the momentum from your sales to keep your marketing going, which perpetuates the cycle.
In fact, you can virtually eliminate the need to worry where your next sale is coming from by implementing systematic marketing using direct mail, e-mail campaigns, flyers, or even door hangers.
There are so many strategies out there to consider, but one thing is for sure…
No good marketing strategy involves doing something once and waiting for the phone to ring or the sales to drop off before starting the next effort.
I can’t emphasize this enough. Make your marketing a habit!
Ok, stepping off my marketing soapbox now.
But before I do…
Do me a favor please and let me know about your marketing habits.
If marketing is a habit for you, what are you doing to make it a habit?
If you are struggling to make marketing a habit, what’s stopping you?
I’d love to hear your feedback on this and, quite frankly, geek out over it in a big way.
Here’s to your habitual success!
-Devin
