Surviving the 4th Quarter and Thriving in the New YearDec 04, 2022
Whether it’s been good, bad, or ugly, 2022 is something we won’t soon forget. But it’s not over yet. We’ve got a few weeks to go and what we do now can not only help us survive the rest of the 4th quarter, it can set us up to thrive in the new year.
It seems almost funny - not funny haha, more like funny are you even kidding me to be talking about another year that kicked us in the pants. Another year that brought us challenges, obstacles, and some pretty unpleasant surprises. Another year that threatened the survival of small businesses.
The economy is a mess. The war in Ukraine wears on. The supply chain issues that started in 2020 took us from not having enough of anything to having too much of a lot of things. Like inventory.
It’s the 4th quarter. And the 4th quarter of the year is our Super Bowl - the holiday buying season. That time of year when we make more sales than any other time.
But, we’re tired. And overwhelmed. And maybe feeling a little bit beaten up by all 2022 has thrown at us.
I get it. I feel it, too. I have worked incredibly hard this year to try not to finish this year down from last year. Some months I’ve been up. Others I’ve been down. A couple of months I’ve been down a lot. But I haven’t given up. And I don’t want you to give up.
As entrepreneurs, we all have one thing in common. A drive - deep down - to make this work. Our dream. Our business we’ve worked so hard to build.
So let’s talk. Let’s talk about four things we can focus on right now that will help us not only survive the rest of this year, but head into 2023 ready to kick some butt!
It’s not over until it’s over.
No matter what your year has looked like so far. No matter what last month looked like. Don’t give up.
I was down throughout November. I was still down with only a couple days left in the month. Even with the highest, single-day, online-only sales day in the history of my business, I was still down. I could have shrugged and just said, “That’s how it’s going to be.”
But I didn’t.
Even though I was exhausted, overwhelmed, and emotionally drained (I know I’m not the only one), I pushed myself.
I kept selling. I showed up and served my audience by showing them what I had that would help them solve a problem.
- Need a gift for someone on your list? I’ve got that.
- Need a cute holiday t-shirt or sweatshirt for yourself? I’ve got that, too.
- Need some accessories to go with your holiday party outfit? I’ve got a ton to choose from.
And I finished November up. Not a lot. But up. It feels like a HUGE win.
I’m asking you not to give up. Don’t give up on your business and don’t give up on your customers.
Instead, ask yourself every day until the end of the year, “What can I do to generate sales today?”
- Can you send an email highlighting a product or promotion? Listen to episode 95 of the Launch Your Box podcast for more about how to leverage email marketing to gain sales during the 4th quarter.
- Can you go LIVE to connect with your audience, show them what you have to offer, and ASK FOR THE SALE?
- Can you show up more consistently on social media with posts, stories, reels, and short videos that show your products?
Serve your audience by selling to them.
And remember, it’s not over until it’s over.
It’s just a season.
The 4th quarter will come to an end.
Along with all the excitement the 4th quarter brings - all the people buying all the things - comes the hard parts.
I’m not sure there’s another kind of tired that feels quite like 4th quarter tired for a small business owner. That bone-deep, not sure when I last washed my hair, pretty sure I forgot to eat kind of tired.
If your sales haven’t been what you hoped and planned for, you might be feeling defeated.
If your sales are good and you’re busier than you can handle, you might be feeling like you can’t keep up and the only thing left to do is give up sleeping altogether.
I get it. I have felt all the feelings this year. All of them.
But I want to remind you that this is just a season.
Things will look different in January. You’ll have time to breathe. To plan. Heck, you’ll have time to take a nap, take a shower, and eat a healthy meal.
We can do hard things.
When you stop, you have to restart.
I talk about audience building, serving before selling, marketing, and - right now - showing up and asking for the sale. We talk about all the things that help you move your business forward. Check out this recent Monday Momentum.
It’s my hope that they’ve all been doing what they need to do to make the most of the 4th quarter. Just like you. And, it’s my hope that they’ll continue to do those things into the new year. Just like you.
When you make a change or start to do something new and see the benefits to your business, it’s important to keep doing it.
- If you started emailing your list every week, keep doing it.
- If you started consistently posting on social media, keep doing it.
- If you made more short videos… you guessed it. Keep doing it.
Anything you started doing to generate more sales during the 4th quarter, I want you to carry that into the new year. Because if you stop and then go to restart later in the year, it will be that much harder to see the difference.
Don’t lose the momentum you’ve gained.
Analyze the data.
Know your numbers.
It’s important to know and understand your numbers all the time. But it’s even more important during this time of the year.
When we’re exhausted, we’re more likely to make decisions based on emotion. I’ve certainly done it. And those are the times I’ve made mistakes and paid what I like to call “the stupid tax.”
Get to know the analytics inside your email CRM. What is your open rate? What is your click through rate? How many of your sales are coming from the emails you’re sending?
Get to know and use Google Analytics so you can see what’s happening when someone gets to your website.
Know your sales numbers - this year and previous years. Know them by month, by quarter, and by year. Use them to track how you’re doing, use them to set goals and measure actual sales against those goals.
Knowledge is power. Knowledge leads to making good decisions. And knowledge is the best antidote I know to the stupid tax!
This year is almost over. I for one am not going to be sad to see it end. But for these last few weeks of 2022, I’m going to give it all I’ve got. I want you to do the same! Let’s focus on surviving the rest of 2022 and setting ourselves up to thrive in the new year!
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