Turn Your Quiet Period Into Your Most Profitable Investment
When things go quiet, most business owners panic. But a different way to look at it is: a slow period is actually giving you something you rarely get when you're flat out - time to work on your business instead of just in it.
And the smartest place to invest that time is in the customers you've already got.
Here's why: studies show that bumping up your customer retention by just 5% can increase your profits anywhere from 25% to 95%.
Your quiet period is the perfect time to shift from constantly firefighting to building something that lasts.
Why keeping customers beats chasing new ones
Right now in Australia, landing a new customer can cost you five to seven times more than keeping one you've already got. When business slows down, that marketing budget you're sweating over? It's better spent making sure your existing customers stick around.
Here's what loyal customers actually do for you:
They're not shopping around for the cheapest option. They know what you're worth and they're willing to pay for it.
They send people your way. Word-of-mouth referrals cost you nothing and they're far more effective than any ad you'll run.
They're easier to upsell. An existing customer is 60-70% more likely to try something new from you compared to someone who's never bought from you before.
Finding (and fixing) what's costing you customers
When you're busy, you ignore the small stuff. That clunky invoice system. The confusing email. The checkout process that takes too many clicks. Now is your chance to actually fix these things.
Start with a proper look at your customer journey:
Communication audit: Pull up your automated emails. Read them as if you're the customer. Are they clear? Helpful? Or full of jargon and confusion? Check your phone system too: how many times does someone have to press buttons before they reach a human?
Chase the ghosts: Look at customers who haven't bought from you in six months. Give them a call or shoot them an email. Be honest: "We noticed you haven't been around. Do you mind if I ask why?" You'll learn more from five of these conversations than from any survey.
Fix the friction: If three customers complained about the same thing last year, it's not them - it's you. Use this quiet time to actually solve it, not just note it down for later.
Simple ways to stay front-of-mind
Don't sit around waiting for the phone to ring. Stay visible without being pushy.
The top-tier check-in: Call your best customers: the ones who spend the most, refer the most, cause the least hassle. Not to sell anything. Just to check in. "Hey, thought I'd touch base. How's business going? Anything coming up this year where we might be able to help?"
Share something useful: Send out advice that actually helps them solve a problem. Not a sales pitch disguised as a tip. Genuine, practical information that positions you as someone who knows their stuff.
Get personal with it: Use what you know about them. If someone always orders the same service in March, reach out in February. If they bought equipment last year, check in about maintenance. Show them you're paying attention.
Getting your team ready for the rush
Your staff are the ones your customers actually deal with. How they handle conversations, answer questions, solve problems is what builds loyalty. Use this downtime to make them better at it.
Work on the human things: Train them to actually listen, not just wait for their turn to talk. Teach empathy. Role-play difficult customer conversations. This matters more than you think.
Make sure they know their stuff: Can every team member explain what makes your higher-value services worth it? If not, fix that. Customers can smell uncertainty.
Get the systems sorted: If there's new software or a better way of doing things, teach it now. When you're slammed again, you want your team moving efficiently, not fumbling through processes they don't understand.
Important Note:
The information provided in this article is general in nature and does not constitute financial or tax advice. This information has not been prepared taking into account your specific objectives, financial situation or needs. Before acting on any information in this article, you should consider its appropriateness to your circumstances and consult with a registered tax agent or financial advisor.
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