Fourth of July and Slow Summer Weeks: Smart Ways to Use the Quiet Time

The fireworks are over, the temperatures are well past 100 and a lot of West Valley customers are either traveling or staying inside. For many small businesses, the weeks around the Fourth of July are some of the quietest of the year.

That can feel stressful if you are used to a full schedule. But a slow stretch is also a rare chance to work on your business instead of just in it. Here are some practical ways to use the quiet time well.

Clean up your customer list

Most business owners have customer information scattered across a phone, an inbox, a spreadsheet and a stack of invoices. Summer is a great time to pull it together.

Put all your past customers in one place.
Note when you last worked with each one.
Flag the ones who might need you again soon.

Even a simple spreadsheet turns into a tool you can use for follow-ups, seasonal reminders and referral requests.

Reach out to past customers

A quick, friendly check-in can bring in work you would never have gotten otherwise. You do not need a sales pitch. Try something like: "Hope your summer is going well. Just checking in to see how everything is holding up since we worked together."

Some will need you again. Others will mention a friend or neighbor who does. And a few will simply appreciate that you remembered them.

Refresh your marketing basics

When business is busy, the small marketing jobs get pushed aside. Now is a good time to catch up:

Update your Google Business Profile with current hours, photos and services.
Ask for reviews from recent customers who were happy with your work.
Look at your website on your phone the way a customer would. Is your phone number easy to find?
Order business cards if you are running low.

Fix the things that slow you down

Every business has a process that is more painful than it should be: quoting, scheduling, invoicing or following up. Pick one and improve it. Maybe that means creating templates, trying a new app or simply writing down the steps so someone else can help.

The time you save will matter much more in October than it does in July.

Invest in relationships

Slower weeks are perfect for one-to-one meetings with referral partners. In BNI, a one-to-one is a simple conversation where two members learn about each other's businesses, ideal customers and what a good referral looks like.

During busy months those meetings get rescheduled. During summer, people often have a little more room. A few good conversations now can lead to referrals all fall.

A few questions to bring to a one-to-one:

Who is your best type of customer?
What problem do they usually have when they call you?
Who else do they tend to hire before or after they hire you?
How can I recognize a good referral for you in a normal conversation?

Plan for the cooler months

In the Phoenix area, fall tends to bring people back outside and back into buying mode. Use July to get ready:

Set a few simple goals for the last part of the year.
Plan any promotions, events or seasonal offers.
Order supplies or materials before you need them.
Think about where your best referrals have come from, and how to get more of them.

Take care of yourself, too

Quiet time is also a chance to rest. Small business owners often run hard for months without a break. If you can step away for a few days, do it. Stay hydrated, avoid the midday heat and come back with fresh energy for the second half of the year.

Keep showing up

One more thing: the businesses that stay visible during slow stretches are often the ones people remember when things pick up. Keep attending your networking meetings, keep giving referrals and keep your name in front of the people who can recommend you.

Use your summer well. Visit BNI A1 Networkers any Thursday at 7:00 AM at Brothers Family Restaurant in Peoria, where it is air-conditioned and the coffee is hot. Plan your visit.