“The best time to plant a tree was 20 years ago. The second best time is now.” Chinese Proverb
The fourth quarter is the hottest three months for retail sales. More consumer dollars are spent in this quarter than at any other time of the year. And big businesses plan for it all year long.
Small businesses need that year end boost just as much as the big boys, but too often we go in with the wrong strategy, or worse yet, no strategy at all.
If you want to create your best Holiday Sales season ever, you need that plan in place ASAP!
- Set sales goals. This should go without saying, but obviously since I am saying it, I meet too many business owners without clear, definable, trackable sales goals. Having a “Great December” means nothing. Doing $20,000 in December sales means something. Get clear on your goals.
- Build seasonal relevance. I challenge you to go walk through a Walmart and see how many products they sell that are seasonally relevant. Right now the stores are full of Halloween products. And I’m not just talking about costumes and candy. Really look through the store. You can find seasonal relevance in nearly every section of the store. (Maybe not the auto section.) How will you position your product or service as relevant for this time of year?
Who is buying? Sometimes your target audience shifts their spending dollars at this time of year away from themselves and onto others. That does not mean you have to wait for January 1st to sell. It means that someone else is spending on your target audience. Your question during this season is who is spending on my services. Maybe you sell house keeping services and normally it’s women purchasing. During the holidays start selling to Men who are wanting to make the Holidays more enjoyable for their wives. Be prepared for the shift!- Know who is buying and when. Corporations usually plan for their holiday shopping in September and October. Women tend to accomplish their holiday shopping between October 15th and December 10th. Whereas men tend to start thinking about their shopping about December 1st and are really making purchases from about the 15th through the 24th. Have you ever been at the Mall on Christmas Eve? It’s a sad sight! If you try to sell to a man in November, he may not buy just because it isn’t on his mental register. And if you try to sell to a woman on December 15th, she may be all done with her shopping.
- Don’t try to win the deepest discount sales. A small business cannot keep up with the deep discounts of the big box stores. We just can’t. Instead of trying to win the discount battle, try to win the service war. How can shopping with you make the clients life easier? Will you do free gift wrapping? Will you take care of shipping for them? Can you help with a big chunk of their shopping at once so that you take away stress? Can shopping with you feel like a break from the holiday stress and feel like a treat? Beat the big box stores by having above average service.
Who is buying? Sometimes your target audience shifts their spending dollars at this time of year away from themselves and onto others. That does not mean you have to wait for January 1st to sell. It means that someone else is spending on your target audience. Your question during this season is who is spending on my services. Maybe you sell house keeping services and normally it’s women purchasing. During the holidays start selling to Men who are wanting to make the Holidays more enjoyable for their wives. Be prepared for the shift!
The 4th quarter is a fantastic time to do business. It’s going to take strategy and planning so plan now! Get ready because Santa Clause is coming to town and hopefully he’ll be shopping with you!