Startup Guides > Boost Seasonal Sales With These 4 Tips

Many people accept that a seasonal slowdown in sales is a fact of business life. Well, nothing could be further from the truth, and as a business owner you need to get out of that mindset.

A slowdown may be something many people want because they expect this to be a season for vacations. But you don't have to accept that. When others go to sleep, you need to wake up.

If you follow these tips, you can create opportunity for your small business while others are off to the beach or quarantined.

1. Make a firm decision not to participate in a slowdown.

Don't allow your employees to buy into this thinking because they will make a seasonal slowdown one of the first excuses if there are any issues with their job performance. Hold a daily meeting to discuss what you are going to do to prosper this season.


Set clearly defined goals and list the activities that need to be undertaken to achieve them. Give yourself deadlines for your goals and create a "no excuses, no negativity" environment. You'll be surprised by what you can achieve.

2. Work your power base.

Get out in front of the seasonal slowdown and let your best customers know you'll be open and available all season, in some form or another. Even target potential customers similar to those who have bought from you in the last 90 days through direct mail, phone calls, emails or social media marketing.

Get into regular communication with these customers and prospects, and figure out how to expand your business with them. For example, find out what you can do to assist as they prepare for their next vacation or to help fill a gap in their absence.

3. Target busy customers who can't take a long vacation.

Focus some of your marketing efforts on prospective customers who plan to be around in the next 3 months. Remember that these are clearly busy people who are pressed for time and can't afford a vacation or slowdown.

Take the initiative by distributing flyers, getting on social media and updating your website to let people know you will be around, too, and can offer something valuable to help them deal with their time constraints.

For example, if you're an auto dealer, take that new drop-top convertible or all-wheel-drive SUV by the customer's office, and let your prospective buyer test drive the car and sign the paperwork there. Or, if you're a lunchbox delivery service, let prospects know you can provide food so they don't have to leave their comfortable, offices or homes.

4. Offer a value-added proposition to avoid discounting prices.

You will probably need to make even more profit from each sale to compensate for decreased seasonal volume. Therefore, figure out creative ways to repackage your products or services to provide something extra, such as a special holiday-themed promotion.

Show that you are motivated to make things happen quickly, and empower employees to accommodate special requests, even if it means opening your business early, relaxing your dress code, or even going virtual. This is your chance to make a lasting impression. After all, your goal is to make sure your new business customers keep coming back to you long after the season is over.

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