Gear up for the silly season

MANY HAPPY RETURNS: TRY TO ENSURE THOSE WHO COME BECOME REPEAT CUSTOMERS

Reach out and work in tandem with complementary businesses.

The festive season can be a busy and exhilarating time for the tourism industry or any of the others that experience a sharp seasonal fluctuation. So it is vital that business owners are adequately prepared to make the most of it and ensure returning customers when it’s over.

Regional investment manager at Business Partners Limited Arnold February recommends an effective preparation strategy.

To begin with, make sure you know the numbers, he says.

“While you can never really know if it is going to be a bumper season or a slow one, it helps to study the details of your business and its performance beforehand.”

Zoom in on business vulnerabilities and constraints, such as staff issues, process bottlenecks, and infrastructure and facility issues. Work to improve these ahead of time because “a weakness while things are slow could turn into a full-blown crisis when it gets busy”.

Look at your own performance and delegate.

“Analyse every task you do in a normal day and see what you can delegate to your employees.”

A good trick to help keep your business on track during the peak season is to set simple goals, such as increasing your gross profit by just 1% – something that can only be achieved with a strong knowledge of direct costs and current gross-profit percentages.

“It can also be beneficial to reach out and work in tandem with complementary businesses in the broader industry, such as a guest house working with tour operators who bring the season’s tourists to the region.”

Ramping up for the season may also require extra staff members.

“Make sure your seasonal staff are not only technically trained for the job, but also share the same values and approach as the permanent staff.

“Get your supplier orders in ahead of time, and cultivate relationships with alternative suppliers in case you need to place emergency, last-minute orders.”

Have a “Plan B” ready, in the event that the peak season turns out to be slower than expected.

“For example, consider offering a discounted package to locals if the seasonal influx of tourists turns out to be disappointing.”

February reminds business owners to think ahead to next season and the possibilities of repeat business, even if it feels far in the future.

“A conscious effort to ask your clients to consider coming back can prove fruitful,” he concludes.