Getting your business in order for the holidays.
- SDI Admin
Yes, the holidays are here. The weather is cold and people are staying inside. So, how do you take advantage of the season to benefit your business, gain new customers, and stay on top of the potential increase in business? We have some suggestions for you!
Christmas and New Year’s bring out consumer spending in droves. According to the National Retail Federation, the holiday season represents nearly 20 percent of total yearly sales. While gunsmithing itself is more of a service industry, several gunsmithing businesses do have retail as a part of their business. Service industries, such as restaurants, can also be an indicator of an uptick in business for the overall service industry during the holidays (USA Today). So how do you use this to your advantage without going crazy during the process?
Nothing can drown a business like not being prepared to take on new business. If your tools are not in order, your retail is not stocked, if you run out of paperwork, or if your filing system is not organized, you could find yourself swimming and overwhelmed. Get yourself together down to where your paperwork is filed. Do you have a stack of paperwork you haven’t filled out yet? Now would be a good time to take care of that. Clean your shop, stock any retail you wish to sell, and make sure you have effectively tracked your backlog for any outstanding work that should be completed before an influx of business.
- Get Congenial
You are the face of your business. If Christmas gives you a case of the grumps, you should probably brush it off in lieu of a friendly, outgoing demeanor. It might seem unnecessary, but your primary duty as a business owner, especially in a business where you work on firearms that carry emotional attachment by your customers, is to make your customer feel at ease.
- Have a Sale
In the spirit of Black Friday and post-Christmas, hold sales during the holidays. And the firearms industry is in a special position for the post-Christmas season. As a potential customer, after that special someone gives you a brand new holographic site or a new walnut stock, you’ve got to find someone to make sure it’s installed correctly. Try running a promotion as simple as giving a discount on service that provides a referral, or offer something a little more straightforward like discounted engraving, a deal on firearms seasonal maintenance, or maybe double down and discount all your services for a limited period. Make sure the sale inspires your audience to make a move by limiting the time your deal is offered.
- Update Your WebsiteIt’s 2017 and your website is as much of an indicator of the quality of your services as your experience itself. If you have a website that looks like it was designed in the 90’s by a teenage relative, you are most likely missing out on potential business. Consumers will take a hard pass on a service that looks like it does not care how it presents itself. People like bright and shiny, and your website should be able to provide it. Your website is also an excellent place to post your seasonal sale!
Marketing can be daunting, but without getting the word out, nobody has any idea you exist. For those of you that can afford it, you can place ads in local publications and on local websites. Make sure they are high-traffic publications and do your research to make sure they target your consumer audience. For example, if your local gun club has a newsletter, it may be a good place for an ad. On the other hand, if your local gardening store has a newsletter, it may not be the best use of your advertising budget.
Let’s pretend you have absolutely zero budget for any kind of special holiday ads. You still have resources available. If you’ve performed your due diligence and gathered the email addresses of your past customers, you can send a bulk email to them advertising your service. Try to use a service like MailChimp or Hatchbuck to do this. If your past customers get annoyed, they may report your email as spam. If that goes back to your business email, it can affect future emails and potentially blacklist your email address. Using one of the services mentioned can prevent this from happening.
Or maybe you’re not tech savvy. You can accomplish advertising your business by sitting down and simply calling your past customers. This is where offering a discount on referrals can help. Finally, get social. Most of us have social media. Most small businesses maintain social media of some kind. This is the cheapest way to reach a large consumer audience.
Christmas time can be stressful for consumers and business owners. By using just one of these steps, you can eliminate some of it. Are these the only things you can do to help your business during the holidays? Absolutely not. There’s always the possibility of parachuting over your town while towing a banner with your sale on it. The key is to pick your pace, get the word out, and participate in the spirit of the season. Have any ideas for increasing business during the holidays? Post them on our Facebook page: https://business.facebook.com/SDIschools/.