August - wrong time for a sales push?

I had an interesting thing happen on Twitter today that got me thinking.

I posted that I was have a real 4N stint in August where I would be attending meets promoting my new accounting business (plug - me going solo as PAH Accounting!). The main reason for August is that I have quit my present job and finish at the end of July.

Anyway, one person commented saying 'is August a good time for a marketing push?'. I assume this relates to people being on hols etc. My afterthoughts are that surely this is exactly the right time as not as many other accountants will be around! Also is there ever a bad time to go on a promotion and surely the best time is when you have the time?

Hope that makes sense and I'd be interested to hear other peoples comments on this, particularly in differing industries.

I have the same dilemma with the shoes. Firstly I will have summer stock to sell off and secondly I want to get parties booked for the new season.

Nobody is away for the whole of August, so I figure that it will be a bit od a numbers game as to when & who you catch.

Phil,

Personally I wouldn't go about it this way as Networking is in many ways is like blind dating.

I would be using my time now to set up as many bilateral meetings as I could ( by all means revolving around other events - including networking ) as I could so that the promotional activity was better founded.

But as you know with marketing 50% works but which 50% is the problem.

What will be your USP?

No need to respond - just think about it.

I think we create our own August. If all the people that assumed August was going to be a quiet month just treated it like a normal month (as you are intending to do, Phil), then we would probably have a relatively normal August!

At least we don't have a statutory closure of everything for a month as Sweden used to do!

August is always a quiet month for business in the conference and events industry, but you plan for that in the months before then its not a problem (we have taken the decision to close for 3 weeks and do the essential work of a new kitchen and other maintenance jobs required),...

I will still be doing all the same activities I normally do throughout the month as any other month... yes there will probably be less numbers attending events I go to, but its all about timing... you never know if someone is planning that event for September onwards.

Like most things its about your expectations and positivity about things - luckily we seem to be bucking the trend of our local competitors, their sales are down year on year and we are showing a strong growth!

Good advice as always. 4N is of course an element of my marketing mix. Effectively I will have the time to go to more events, build my contact base and the meetings will come as part of this throughout the rest of the day.

I do have a plan as to which events I am attending and the reasons why.

Agree with the concept that we 'create our own August'... likewise 2 weeks around Easter, a week for each of May bank holidays, 3 weeks over Xmas etc etc. Means we could end up convincing ourselves nobdoy is going to do anything, ever.

Of course must be sensitive to timings and can even make them work for us eg 'Mid Summer Madness' promos etc....

We should always be pushing! However, it is about resources too.

Push, but spend a smaller percentage of your marketing budget by being more creative. Then store up your cash for the period when clients stereotypically start to seek out accountants.

For example, I always push, but 40% of my marketing budget goes on February and March as clients generally seek out how to spend their money for the new tax year at this time and devise business plans aimed at reducing overheads or improving profitability via organic growth. All of which are HR and performance related.

Is there a wrong time to do a sales push? I don't thing.

Shouldn't that be 'thang' Dean? lol

Presume you meant 'think'..but in answer to your question...no there is never a wrong time to do a sales push as long as there is a 'hungry crowd' out there.

Gary

Hi,

Never, ever ASSUME anything. As you are aware it makes an ASS of U and ME.

I made some assumptions at Farnham this week - and felt a fool by the end.

I thought - hot weather - chocolate - don't mix..don't take as much down.

Have been to Farnham loads of times - they know my product - doesn't matter.

YES it does... when 3 of the 5 visitors wanted to see/sample the product, and a fellow networker wanted a bar to pass onto his wife for his business.

So by the time the 1-2-1 was happening, I had zero samples.

Regarding August - if most people are away 2 weeks - there's still 2 weeks left. If people come back from a holiday,feeling like they've had a holiday, they will be motivated to rethink their offering/services (i.e a bit like January 1st).

Go for it!

Graham

There is never the right time for most things - (see the Devil's Stopwatch in tales to amuse and inspire in Paul's story book on 4N forum).

The time is right when your head is right. Just go for it kidder. Nothing worthwhile is easy, effort and enthusiasm and a sharp pencil should get you there.

Always be pushing.. That's how i live my biz life. Always be on the look. Always.

It depends, I guess, on your product. But even then, I am not convinced there is a bad time to sell.

Go for it...come rain come shine. In a very cyclical business, spend the quiet times lining up the prospects, building forward. But never turn off the sales radar.