Planning a Strong Fourth Quarter: What to Do in September

It is still hot in the West Valley, and it will be for a while. But the calendar is turning. Kids are back in school, snowbirds will start returning in a few weeks and the cooler weather that brings people back outside is on its way.

For many local businesses, the last three months of the year are the busiest. The owners who finish the year strong are usually the ones who started planning before October. That makes September one of the most important months on your calendar. Here is what to focus on.

Look back before you look ahead

Start with a quick, honest review of the year so far. You do not need a fancy report. A notepad and an hour will do.

What were your best months, and why?
Which services or products brought in the most profit, not just the most revenue?
Where did your best customers come from: referrals, online search, repeat business or something else?
What took more time than it was worth?

The answers will tell you where to put your energy for the rest of the year.

Set two or three clear goals

Big lists of goals tend to get ignored. Pick two or three that matter most for the fourth quarter. For example:

Book a certain number of jobs or appointments per week
Bring back a set number of past customers
Hold a specific number of one-to-one meetings with referral partners
Launch one seasonal offer or service

Write them down and put them somewhere you will see them every day.

Plan your seasonal offers now

If your business has a fall or holiday angle, September is the time to plan it, not November. Think about:

What people need in the fall. In the Phoenix area that might mean heating checkups, yard cleanups, home projects before guests arrive or year-end financial planning.
Holiday gifts and events. Client gifts, employee appreciation and holiday parties all need lead time.
Year-end deadlines. Many customers want to get things done before December 31 for budget or tax reasons.

Decide what you will promote, when you will promote it and how you will spread the word.

Get your calendar ready

Busy seasons expose weak spots in scheduling. Before things pick up:

Block out time for your most important tasks each week.
Plan any time off you want during the holidays.
Line up help, whether that is a part-time employee, a subcontractor or a trusted referral partner who can take overflow.
Stock up on supplies that tend to run short later in the year.

Reconnect with your referral partners

Your referral partners can be one of your biggest advantages in the fourth quarter. Use September to update them:

Tell them what you are focusing on for the rest of the year.
Share any new services or seasonal offers.
Ask what they need from you, too.

A one-to-one meeting is the perfect setting for this conversation. If you have not met with some of your fellow members in a while, now is a great time to reach out.

Tighten up your marketing

A few small updates can make a big difference once people start searching for services in the fall:

Refresh your Google Business Profile with recent photos and current hours.
Make sure your website clearly lists your seasonal services.
Ask recent customers for reviews.
Prepare a simple email or text you can send to past customers in October.

Check your cash flow

The fourth quarter can bring bigger bills along with bigger sales: inventory, payroll, insurance renewals and year-end taxes. Sit down with your numbers or your accountant now so there are no surprises in December.

Start early, finish strong

You do not have to do everything at once. Pick one item from this list each week in September and you will be in a much better position when October arrives.

Want help building a strong fourth quarter? Visit BNI A1 Networkers any Thursday at 7:00 AM at Brothers Family Restaurant in Peoria. Plan your visit.