Seasonal fluctuations in business aren’t at all rare. In fact, they’re quite common. As the holiday season goes into full swing, clients and customers tend to shy away when it comes to what they’re willing to spend money on in the B2B and B2C worlds.
Seasonality is more or less expected in any business, but there are ways to fight the good fight and keep your sales pipeline full. You don’t need a fancy gimmick or a viral meme—just a few strategies to keep in your back pocket.
Your Battle Strategy Against Seasonal Fluctuations in Business
1. Charge in With Upsells
Always be upselling. There are opportunities to pad out your bottom line in the last push to end the year on a high note or to hit the ground running in the new one. Fighting seasonal fluctuations in business can be a matter of timing, so use this season to your advantage and capitalize on upsell opportunities.
If you're in the B2B world, you can divide and conquer between new and old customers by offering add-on services or products. If you're in the B2C world, you can offer discounted products and bundles.
If you run a SaaS company and you’re looking to boost sales with new SaaS marketing techniques, try upselling customers on extra tools like more storage space or customization. If you own a spa, consider bundling core services together in a package. Then upsell clients on extra services while they’re already there. Be careful not to make these tactics intrusive to the customer experience. When done right, these tactics can be very effective.
2. Do Some Recon on Your VIP Customers
The holiday season is a good time to look at your customer base and study them. Identify your most loyal customers and reward them with special deals to boost customer retention efforts. Customer retention is the secret weapon for fighting seasonal fluctuations in business. It’s much more expensive to gain a net new customer than it is to keep the ones you already have.
By staying on top of your best customers’ minds, you keep your top revenue generators loyal to your business. Keeping these big spenders happy isn’t only the smart thing to do, it’s the more profitable thing to do. Boosting customer retention by just five percent can increase profits anywhere from 25 to 95 percent.
3. Go on the Offensive With Email
A good old-fashioned email marketing campaign can cure seasonal fluctuations in your business. Instead of pitching yourself in cold emails or sending a one-time promotion, drip email marketing campaigns keep up the relationship between you and your lead. Nothing goes cold or falls through the cracks.
In the B2B world, email marketing campaigns should be central to your strategy to engage leads and close deals. You’re communicating with your readers and educating them in a one-two punch of content. That can get them to click on an offer and book a meeting with a sales rep. A new year means businesses are looking for new tools or services.
For B2C businesses, a fresh email marketing campaign is a chance to get your hottest deals in front of your audience, whether that’s returning customers or potential new ones. Instead of relying on one email to announce a sale, try several over the course of a few weeks to stay on your customers’ minds.
You can create a feeling that this is a once-in-a-lifetime deal they need to act fast on. Creating that sense of urgency with quality promotions and offers boosts your bottom line when it counts the most.
We get it. Seasonal fluctuations in business make you want to pull your hair out. Regardless, you can get through it with your sanity intact and even come out ahead. A sound strategy backed up by your own research can prevent a lot of the headaches that would otherwise come with the seasonality inherent to most businesses.