How to market your service business when business is slow.
I recently visited a small town in Baja California. One of the things I love about México is the variety of colorful handicrafts and shopping for them is like a delicious treasure hunt. Walking through the historic district, however, I would get a little overwhelmed with the enterprising shopkeepers and restaurant hosts calling for my attention.
Here's what I noticed:
Although I knew I intended to make a purchase, being called into a shop from the street made me feel rushed.
The shops I did enter had a welcoming shopkeeper who was attentive without being pushy.
The sidewalk callers who had a witty line did intrigue me enough that I'd stop to tell them as much ("come in and buy something you don't even need!")
TL;DR We really needn't yell to get the attention we need for our service businesses to continue growing.
So what does this mean for marketing?
I was recently thinking about a few of my favorite projects, and they all came my way because I just kept patiently showing up, doing good work, being generous. I didn't knock on any doors but instead raised my hand when prompted. I answered inquiries thoughtfully and followed up gently. I focused on the relationship before the job.
When business is slow and we feel desperate, it shows. Now, I realize the privilege in being able to choose a calm approach, but it doesn't mean we don't feel the urgency to shout from the rooftops when we start to sense lack.
But potential clients probably don't want to be summoned.
If this resonates with you and your service-business situation, here are a few things you can do:
Reconnect with your community. This can be professional or personal – you never know when an opportunity will present itself.
Look for an event relevant to your industry. Why spend time with people who don't need your services? Inspiration. Education. Commiseration (because helping to solve someone else's problem can also help solve your own.)
Go for a walk when it feels like too much. Spinning your wheels doesn't make you go faster, but taking a break can give you new traction.
Have a taco. Because tacos are delicious and make everything a little better.
What works for you? I'd love to hear about it.
❤ Candice
