Ever experience a drought of sales a certain time of year? Periodically find yourself all caught up on work orders? At times, notice the phone isn’t as annoying as it usually is?

If you answered yes, you’re similar to a host of sign shops that experience a phenomenon called downtime. Downtime is a slump in sales related to changes in weather, consumer consciousness, or economic buying cycles. But incredibly, it can’t always be linked or associated with the obvious. Although triggered by customers taking vacations, buyers going back to school, holidays, or nasty weather, some declines defy sensibility and can just leave you scratching your head.

Yet it’s comforting to know that quiet periods are common and even sign industry leaders encounter them. Through the assurance of other sign makers who experience the same state of affairs, you’ll realize you’re not alone. Provided you’ve been consistently supplying a quality product and superior service, you probably didn’t do anything to cause this to happen. Instead of panicking or being hypnotized into a "blue funk", you can empower yourself to take appropriate action and really make the most of downtime.

So turn that inevitable interim into an advantage! Take stock of your business and concentrate on what you can do – not on what you can’t.

1.2 ~ Seven sensational ways to take advantage

Let’s consider just seven sensational ways to take advantage of downtime. By reflecting, redirecting and reorganizing you can turn this period into a positive one. After all, it won’t last forever. Really!

First, use the downtime to focus on projects that are not weather-related or tied to a particular order. For instance, if you know that once the blizzard breaks or the showers subside you’re going to be swamped with requests for 4 x 8 sign boards, take the opportunity to sand and undercoat them en masse. If you have a warm, dry work area and enough space, it should be a snap. Or, would it be advantageous to pre-cut banner material, metal blanks, or another substrate into sizes you sell quite a few of?

When you look around, there are probably plenty of things that can be prepared ahead of time now that’ll save on labor later. The key is to assess the areas of repetition in your work and see if any of those portions can be done in advance.

Secondly, use this lull to network with fellow business acquaintances both in the sign industry and in the local community. Visit other sign shops in the area and extend a hand in friendship. Get to know their areas of expertise and show them yours. Your competition may end up being your best source of referrals when they’re swamped or get a job they can’t handle. Or, when eating at the neighborhood pizza parlor, talk to the manager, complement him on the food, and slip a business card into his hand. While working out at the local gym, get to know the clientele. Talk up the importance of outdoor advertising and the solutions you have to offer.

What an opportune time to work at developing relationships in your locale by assuming civic responsibilities and participating in community organizations! Just be prepared to reap the benefits in additional sales opportunities, as your association will eventually pay you back when the upsurge occurs – and handsomely at that.

A third way to positively utilizing downtime is by educating yourself and your employees as well. Learn a new sign design software or accounting program and then train those who will use it. Even teach workers to accomplish other tasks so that when times get hectic again, the salesperson or order taker can pitch in to weed the cut vinyl if the need arises.

Educational seminars and sign industry trade shows are an excellent opportunity for enhancement, especially during the slow season. Attend them and, if possible, have your employees attend, too. See the latest equipment and supplies that vendors have to offer and grab some inside information on how to market what they’re offering.

And don’t forget to catch up on your reading. Have you read all the latest trade journals and magazines? If not, do so now. You never know when that advice on application will be needed or those sign design ideas will come in handy.

Now is also the time not to put off the fourth way of taking advantage of downtime. That is, getting your bookkeeping in order. It may be as simple as filing a batch of papers, paying a few invoices, or collecting some past due accounts. Or, it may mean a complete overhaul in the way you account your business. What better time is there to undertake these dreaded tasks than when the phone isn’t interrupting you? Make sure to reward yourself, though. If you finally realize that check from Mr. Neverpay, celebrate with a dinner out!

Even if you’re one of those rare, already-very-organized persons, the hiatus can be an excellent opportunity to run some cost comparisons. For instance, are you confident you’re getting the best price on your materials? How can you pay less in the future? Buy in quantity? Have the materials shipped from a supplier closer to you?

You could also analyze your profitability – from what source was most of it attained? Did you make more money making two-color magnetic signs or those with digital color graphics? Were higher revenues realized from 2 x 6 banners or 3 x 10 banners? Why?

That brings up the fifth suggestion to making the most of the situation. It’s something you’re going to hate to do because it’s what your mother always told you to do – clean your room (oh, shop). Yes, it’s the perfect time to reorganize, remodel or repaint.

Always wanted to get those vinyl storage racks mounted above your work tables? Need to replace that ugly entrance door that is, by the way, the first thing your customers see? Are your display samples in disarray or do you need to update your décor? No better time than during downtime!

Even if you’re not into doing the big projects, how about a good cleaning and dusting? Take a hard look at your floors, walls, or restrooms. Ask an acquaintance for an honest evaluation of the appearance of your shop and don’t be offended with the truth. Just apply the counsel and make the effort to positively advance your business’ image.

A sixth way to fully appreciate the interval is to reach out and say thanks to your loyal customers. Send an appreciative letter or a special card and, at the same time, alert your buyers to upcoming specials and new services. Or, keep in contact by mailing a brochure or newsletter. Even telephone special clientele.

Could this be an appropriate time to send a small, unexpected gift to those who have consistently ordered from you? Why not host an open house and invite your best buyers?

Finally, a seventh way to benefit from downtime. Use the time to increase marketshare by offering additional products and services related to but not exclusive to the sign industry. For instance, items such as T-shirts, mugs, or caps with a customer’s logo can be now be produced in house. Digitally printed color posters and in-store displays for supermarkets or other retail establishments can now be in your production domain as well because of the availability and affordability of inkjet and thermal transfer printers.

The ability to offer an enhanced line of merchandise can benefit your business by boosting sales to a slightly different audience. The sign industry has changed from a characteristically all-banners-and-billboards mentality to an innovative advertising source that must meet customers’ demands. Make sure you’re changing with it. If you need to adapt, why not make this transformation during downtime?

1.3 ~ Not the end of the world

Since the same sales cycles that affect many retailers also affect the sign industry, the subsequent downtimes that ensue have an impact as well. Yet being forewarned and forearmed, you can be empowered to take advantage of the period and focus on what you can do – not on what you suddenly can’t.

Rather than viewing downtime as the end of the world, look at it as an opportune time for reflection, redirection, and reorganization. By surveying the situation and reacting positively, make the best use of the circumstances. Then you’ll be well positioned to reap rewards when business booms again.

Copyright © 1998 Grayson Business Computers, Inc. All Rights Reserved