We all have great excuses why business is slow. It’s the economy. It’s the weather. It’s too hot. It’s too cold. But all of those excuses and more are just inept reasoning to placate our hurt pride.  During our first December of 2009, business was outstanding. I was riding a tremendous high of success and cash flow. Then January 2010 came and we were absolutely dead, dead, dead. We just opened a few months ago and no one really knew where we were located, that we were a cafe and not just a roasterie, or that we existed at all. It’s really scary when you first open your business and few people come in. You worry about cash flow, payroll, and the future. After that first cold and lonely January I vowed that our business would never be slow again.

Fundamentally, we’re a coffee shop. Common sense dictates that coffee lovers drink more coffee during the winter time. However, our biggest months are July and August (not counting December). The two hottest months of the year create the most business for Chazzano Coffee Roasters. With retail, it is impossible to know when 25 single people will come to your shop at the same time. There really is no rhyme or reason for when customers will decide that they need your services or product. However, there are many things that you, the owner or manager, can do to level out the hills and valleys, feast or famine.

Here are some ways how I’ve learned to murder slow days:

1. After the Christmas holiday season, business is just not going to be that good for a few months. Force yourself to build a reserve fund during the times of feasting so that the times of the famine won’t really effect your business.

2. Prepare for slow months by planning and scheduling events during the slow times.  I schedule coffee cupping parties during the slow times in order to keep up our visibility. Schedule a free seminar at the local library.

3. Hit the social media scene. Post on the appropriate sites frequently and with focus.

4. Write a blog post about a topic about which you are passionate. It helps focus you during the slow times and helps you evaluate why business is slow.

5. Visit your clients in person or by phone and just say hello. Ask, “How’s business?”

6. Ramp up your referral marketing program and send a ton of new, closed business to your business friends. If you put money in their pockets, they will never allow you to have slow times. Read Giver’s Gain by Ivan Misner. Spend your time giving to people, and you will eventually gain from that kindness.

7. Spend more time with customers and build community and relationships in your business. (Read my book, God Cries and An Angel Loses its Wings)

The ultimate goal of any business is to build up VCP (Visibility, Credibility, and Profitability) with your customers. If you work hard to be visible to your customers,  produce a credible service always, and enrich their lives (profitability), you’ll never need to blame nature or your competition.