Everyone needs a season to rest — but don’t compromise on these 3 things.
Hi y’all,
Slow season isn’t your enemy. It’s actually essential to have some downtime, so you can give it your all during busy season. But there’s a difference between strategic downtime and panic-driven decisions that hurt your business long-term.
Let this be your reminder not to compromise in these 3 areas:
- Don’t compromise on activities that actually refuel you. I’m talking about the things that restore your energy and creativity — not just binge-watching Netflix. Whether it’s taking that vacation, working on your warehouse organization, or finally updating your website (you can get some great inspo on that here), ask yourself what you can do now to make the busy season ahead smoother.
- Don’t compromise on price. I see too many event pros panic and slash rates when bookings slow down. Instead, find ways to offer more at the same price. Maybe upgrade a client from folding chairs to Chiavari chairs at no extra cost. Throw in upgraded linens that showcase your premium inventory. Or create discounted “mystery packages” where clients book a theme or style and trust you to execute the details. Train your clients to see value, not just price.
- Don’t compromise on being proactive. Get ahead of your fall calendar and your competition. Send targeted emails about fall availability, and make those client check-in calls you’ve been avoiding. Perhaps you provide more flexible cancellation terms or free upgrades if annual events from last year lock in their events with you early this year. While everyone else is sitting still, you’re setting yourself up for a killer busy season.
If you do find that you have to compromise on price to generate revenue right now, then you have to reduce human hours — not profit margins — to make those events happen. Repackage your most popular items to reduce client decision-making, automate what you can (hello, payment reminders in Goodshuffle Pro), and generally work to smooth out your processes. Whatever you do, don’t train your market that your work is worth less during slower periods.
Use this time to rest, recharge, and prepare strategically. But remember that the slow season is about working smarter, not cheaper.
See you next Monday,
Mallory Mullen
Goodshuffle
