It happens every year. The lead up to April 15th. Every business under the sun runs a tax refund incentive sales sometime in the first quarter. And every year it has the desired impact of boosting revenues in the first quarter. And every April we hear similar discussion about how the first quarter was solid but we ran into the proverbial mountain in April. Much of that is due to time shifting sales events like tax refund incentives.
We are not suggesting they are not good business practices. However, if it is a large ticket item with a 5-7 year shelf life, like a car, it could leave us scratching our heads wondering where the business is going to come from once the low hanging fruit has fallen from the tree. Perhaps it’s time to look at a more strategic approach to gaining new customers.
In our experience, long term strategy has also trumped short term tactics. Those businesses with a solid base of operation and a consistent marketing plan have always seen steady growth and much more even trajectory in their sales growth. However, two things seem to get in our way. One is the need for instant gratification – we have become ever so depended on the here and now rather than looking at the universe as a whole. And two is the anecdotal story we heard of one person, one time did great with one business tactic or another. The desperate search for lightening in a bottle.
So, a couple of truths – The future for all of us will be better served with a solid, long term plan rather than non-congruent tactics from month to month. And lightening in a bottle does not exist. Ever notice that the person who told you the anecdotal story of success is just repeating something they read on the internet. And if it is on the internet, it has to be true.
Better plan: Check into a long-term strategy for success. Settle on a plan and stick to it. Not sure where to start. We can help. Call Connie Hayes at 806-748-2404 and schedule an appointment to talk about the long term. Or call me directly at 806-748-2405. We will be happy to discuss your situation and craft a plan to avoid time shifting and get you back on an steady trajectory for growth.