When work slows down, most service businesses feel it fast: stress, cash flow pressure, and last-minute scrambling. Sound familiar?
What’s the one thing you rely on most before busy season to keep your calendar full?
Bonus: What used to stress you out about slow periods that doesn’t anymore?
Did you ever notice that Walmart is selling (not just advertising) Christmas before Halloween? I sell indoor painting Jobs for January and February when I am cleaning gutters in the fall. I'm not just advertising, but actually booking them. Just as I would book a faucet changeout next Wednesday. To make it happen, just remember your close ratio and adjust your marketing to fill the calendar. Build a machine so you don't have to wonder about the off-season. Your past data doesn't lie, and it will help you.
Whoa, that Walmart analogy is spot on.
Booking January work while you're still busy in the fall is such a shift in thinking.
We had a promotion in December trying to fill our schedule for January and February and worked well. We sold discounted hours in packages up to 20 hours. We sold over 10K on this promotion trying to book work when we are slow in January and February.
Selling discounted hours in advance is so smart. Pre-selling hours gives you cash flow and predictable work. Double win!
Did most of those packages come from repeat customers or new leads?
Bag of mix. Some from new customers some from our lead list - our mailing list.
My concern is whether people would commit now and then cancel later in the season. For example, if we open booking from October through December and fill the schedule, we could then contact the January and February clients to confirm or release their spot.
Another option would be taking a deposit at the time of booking to reduce cancellations. I am trying to figure out the best way to structure it so our schedule stays full without creating a lot of last minute drop offs.
ThatHandymanVan it is hours they bought so they can book these hours after December. We do have a cancellation policy in place as well.
You have to be marketing during the times you're busiest to set up your pipeline. If you start taking your foot off the gas you're going to hurt yourself.
