How to survive a seasonal slump

Whether you run a seasonal business or not, most businesses experience high and low periods throughout the course of the year. If you’re seeing a slump in sales due to seasonal trends or other factors, here are a few ideas you could consider to help get back to business as normal:

Find ways to bring in revenue all year round

If you do run a seasonal business, your sales don’t have to grind to a complete halt during the off-season. Keep in mind that just because your business isn’t in season at home, doesn’t mean there isn’t demand for your products or services elsewhere.

By investing in a website, you can reach audiences from all across the world, rather than relying solely on physical, in-store sales. For example, a dressing-gown retailer might experience sales declines in the UK during the spring and summer months, but by utilising a website that can be accessed by consumers all across the world, they are able to target international audiences, for example in Australia, where winter is in full swing from March to August. Sales made in Australia or other parts of the world during this time would therefore help to compensate for any sales dips here in the UK.slump

In order to implement a strategy like the one described above, it’s likely you’ll need to invest in SEO in order to increase the visibility of your website in international markets. You could also look into launching an AdWords (or other form of PPC) campaign to get the ball rolling and make some short-term sales. To commission an international website or discuss an SEO strategy, speak to an agency such as MA Design, Cheltenham web designers, who will be able to advise you.

Increase your product/service offering

During slow periods, your first instinct might be to start cutting back in order to save money wherever you can. When it comes to your portfolio of products and services however, this could spell disaster.

Instead of going on a rampage removing products and services from your catalogue, think about the reasons why your least popular products/services haven’t gained the attention you would have hoped for. How can you change this? Could you make them more appealing to your clients?

Then take a look at those that have been successful – how could you upsell these to generate more revenue? Let’s say you provide web design services to small businesses. Your client hires you for the design and build of the site, but goes elsewhere to have their content written, a logo designed, and SEO taken care of. Seeking out and hiring 4 different companies just to complete one project is neither time nor cost effective for your client.

So, could you provide the full package, offering everything the client needs under one roof? Even if you don’t have the necessary skills to offer those aspects of the project, maybe you know someone who does? Could you team up with them or kick-start a potential referral partnership?

Embrace the downtime

If you find yourself in a dry spell, try to embrace it. Use this valuable time to invest in marketing, develop your internal processes, work on your customer service skills or take care of your maintenance clients. This work will pay dividends throughout the course of the year.


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