Jumpstart Generator

Tanda said:Oddly enough I find it easier to market when I'm busy. I feel it's easier for me to get out there and tell people about my business when things are going great and we are busy. I struggle with marketing when things are very slow.

It is definitely part of that Peak and Valley scenario we are all familiar with and why marketing should be a constant strategy instead of an "I'm out of work and need to go market" or "I'm too busy to market". Etiher of these scenarios you end up with the peaks and valleys. It is interesting that you are more outgoing when you are busy rather than feeling 'too busy' You should capitalize on this most definitely but at the same time, prepare a strategy that will carry forward into the slow times so that you have that mapped out and can push through.

How many times have you said, "I don't have time to market!" or "I'm swamped" or "I can't turn down an appointment"

One of the hardest lessons for me as an entrepreneur to grasp and get my head around was 2 simple things:

1) When you are busy this is the time you HAVE to market. Think about it. How did you get busy? Through marketing and sales. So now that you have work in your pipeline with hopes of cash flowing through down the line what happens if you do not continue to market? The pipeline will run dry and then you will find yourself trying to fill the pipeline. It is so much harder to fill an empty pipeline than to keep a steady stream flowing in, plus during this critical time not only will the pipeline run dry so will your cash flow! Lack of consistent marketing is what often causes the peaks and valleys in many small businesses.

2) Yes, you do have time to market and Yes, you can turn down appointments. Two instances stand out in my mind. A mentor once reminded me that it is okay to say no, I am not available today, but I can get to you tomorrow. In fact it increases your value more than when you are always available. The other instance was when a consultant turned down a client appointment because she had an appointment…..with her hairdresser. I was astounded and yet looking back she kept her appointments and took care of her clients. She simply had set an ‘inviolate appointment’ with her hairdresser. Dan Kennedy's "No B.S. Time Management" Dan refers to the art of inviolate appointment setting with appointments with yourself being as important as appointments with your client. You should treat all appointments as important. That follow-up call, business networking meeting or appointment with yourself to review your website are all equally important. Obviously one must commit to doing current work in a timely manner and keep the appointments you have, but I dare say if you look at your calendar there is room on it for marketing. If your most important client called today, you would ‘find’ time wouldn’t you…so do it now. Set an appointment with yourself for a marketing activity and keep it!