Tool Box
Issue No. 11 - June/July 2003
Strategies for Slow Days
Unleash the Sleeping Giant in Your Business
by Warren Hobbs
Every economy and every business has ups and downs. The trick to weathering the storms successfully is to be prepared for them.
Strategy #1...Reactivate Dormant Accounts
The quickest and easiest way to do this is to sit down with your list of past clients or customers, call them, say hello, and see what's going on. Don't make this a hard-sell call. Tell them, "Hi, it's Jane. I'm calling just to check in and see how you're doing, since it's been a few months since we last spoke." Ask what's new...how s/he is doing. You don't have to ask for work directly, but when you end the conversation, you might say something like, "Well, it's been good talking with you. Keep in touch, and if there's anything I can ever help you with, don't hesitate to give me a call." This lets customers know you are interested in working with them again -- without putting the pressure on them to give you an order right then and there.
If you are uncomfortable phoning, you can send a letter/flyer/brochure, perhaps calling their attention to a recent article, literature on new products or services, or testimonial letters from your other customers. This accomplishes essentially the same goal -- to recontact and reconnect with customers and remind them of your existence, products, services and availability. What kind of results will you get? It depends on whether you catch someone with an immediate or upcoming need. On average, expect one order or assignment for every 10 calls you make.
Warning: Don't call up and say, "I'm not busy and need work right now; do you have any assignments?” or "Things are slow; how about an order?" The customer feels pressure, feels s/he has to come up with an "excuse" why they haven't given you an order lately. This is uncomfortable and awkward for both of you. It also makes you seem desperate, and you do not want to seem hungry or needy. Always say you are calling to help them.
Strategy #2...Provide Superior Se...
