It’s All in the Timing!
Remember the good ole days, when you could look at a calendar and know just what was probably going to happen. While the Pandemic may have made a mess of a lot of schedules and plans, don’t be too alarmed, there’s actually a lot of what happens in business still happening like clockwork. Just like the changing of the seasons, by the way Punxsutawney Phil predicted 6 more weeks of winter weather, there are seasons in business and how organizations operate. For instance, many readers probably wrapped up Performance or Budget “Season” last month. See how that works? So, while many are focused on “agility” and “responsiveness” don’t forget, there are still chores to be done.
The point I’ve recently been pondering is; “does sales/service purposely think about how they interact with customers and prospects in the same way retail plays with our buying habits?” Case in point, by December 26th it was almost a certainty that you saw a Valentine’s Day product or display somewhere while out shopping. The question to ask is, are we as good with tuning our messages to customers and prospects as retail is to promoting a Hallmark Holiday?
As a former Project Manager, one of the tasks I completed each time a new project started was to do a Stakeholder Analysis. By going through this exercise, it is beneficial to determine anyone who can support or, more importantly, derail your project. After completing the Stakeholder Analysis, the next step is to create a Communication Plan. This aligns the Stakeholders with the proper type and timing of communication that is relevant to the Project. This ensures you do not overshare with an Executive while also keeping your most critical Stakeholders fully aware of the status.
Much like the Project Management approach above, Sales & Service need to conduct their own analysis of their customers and markets those customers reside. This will help clarify the various “Seasons” of their business and similarly the best time to contact them with your message. It would be foolish to try to sell cable-knit sweaters in July, so who’s to say your product message isn’t in the same realm.
It’s time to take stock of what professional seasons you and your customers experience. Much like a fresh start, people tend to be more optimistic in the beginning of a year. They are open to all sorts of ideas and like “new” things. But be aware that as the bloom comes off the rose, many get down to business and some of that optimism fades as the calendar rolls along. So, consider your messaging tone by Quarter regarding the audience.
Timing of one’s message can be a crucial variable in the success or failure of the message being delivered. Just think of those times you did or did not bring bad news to a loved one or colleague. Same goes with our customers and prospects. So, this year start fresh. Consider your message(s) you wish to share and then consider your audience. Are they ready to listen, or are you selling them a sweater in the summer? The right message at the right time can make all the difference.