Generating new business: Lessons learned from a slow period

I know the occasional slow period is a normal part of life as a soloist, but when one hit recently, I was unprepared for the anguish I'd feel when not generating new business! Fortunately I now know a short amount of down time is not a disaster.

I wish I could say that slow times never happen, but that would be pretending. I’ve been doing my solo thing for three years now. And like most new businesses, it has taken time to build a client base and establish a foundation.

During the early days, there were times when I wasn’t doing much client work, but I made up for it because I was still planning, exploring my market, refining my offer and slowly generating new business.

I thought that some of those early times were slow, but they were nothing compared to a eight week period I went thought late last year. The phones literally stopped ringing, the emails stopped arriving, all my leads dried up and I stopped generating new business.

I wondered what I was doing wrong. I certainly hadn’t stopped any of my usual marketing activity. I was out and about at plenty of functions, following up on prior contacts and staying in touch with prospects.

There was just nada. Zip. Zero

I tried to respond positively, telling myself it was one of those slow times that people always talk about. I told myself this 100 times, but I still felt as though I was doing something wrong, as though my business was no longer viable.

Christmas was approaching with all it’s extra expenses and, let's face it, I was really worried.

My response was to find some new markets to operate in. So I introduced myself to a bunch of people who didn’t know about me. I spent some money on a marketing consultant and a plan, which was duly executed.

And then suddenly, the phones came back...with a vengeance. I was busier than I have ever been generating new business. And none of the new work came from my new marketing campaign. It all came from the people I’d been in touch with previously.

For me, the lesson in this experience was that no matter how long you’ve been in business, you will get the slow times. The trick is not to panic, not to necessarily go and try a whole lot of new things, just keep on with your regular marketing activities and stay positive. Downs are always balanced with ups. And having just come out of my most successful six month period ever, I’m looking forward to some slow time!

My plans for my next slow period are: go to the movies!

Megan Tough runs Complete Potential, a company that helps businesses solve their strategy and people problems. She loves being a solopreneur, and when she doesn't have her nose to the grindstone, is fulfilling her other passion of fitness and health.

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Way 2 Go, Megan ! As they say, "tough times never last, but tough people do!" Grant Hyman from Sydney | Read my articles
Megan- I was so glad to read your piece. I am experiencing that quiet period right now. For the past 3 weeks the phones have stopped ringing, the work has dried up from my clients.
I've expanded my marketing push but it doesn't seem to be brining in any new work.
I'm glad to know others have gone through the soul searching I'm going through.
Dominic Banner from Melbourne
Megan: your article struck a chord with me, too. I'm a freelance graphic designer and have just emerged from a very quiet time during which self-doubt and anxiety reigned supreme. The simple fact is that with a simple, solo business activity ebbs and flows. As someone who thrives on being busy, I found myself sinking towards depression when my days were long and income low. Those of us who are normally very busy, however, often neglect the important bits and pieces related to making our business work: ensuring our portfolios / bios are up to date, catching up on personal emails (personal contacts have provided around 75% of my referral work), doing the dreaded accounts and BAS or doing something fun and perspective-altering (listening to and making music, watching movies and reading, for example). Three weeks of laid-back inspiration and tidying loose ends means that now that a big chunk of work has arrived again (thanks to the natural cycle of running a simple business) I'm refreshed, rejuvenated and re-inspired to tackle the briefs with energy and enthusiasm. Soloists of Australia be encouraged by Megan's words and use the time to gird your loins for work ahead! Matt Milgrom from Sydney
I think I have a 'time management angel' watching over me. I run a secretarial service and have just come out of a very quiet time business wise. I had a busy December getting my clients ready for Christmas then very little work. I decided to utilise the time to reorganise my office, look at what was working and what not, review my business plan etc. I had also made a commitment to co-ordinate a major fundraiser for my daughter's school which took a lot more of my time than i had originally anticipated. Because this was the first year we had tackled this, I had to put procedures in place, co-ordinate volunteers, source sponsors, learn logistics, an endless list. I was able to put the time in because business was slow. It didn't pay the bills and I was a bit stressed during the time, but thoroughly enjoyed the process and the huge success of the event at Easter, as a fundraiser and team effort by our school. Then guess what happened on Easter Monday - my phone started ringing and it hasn't stopped. My days are full and overflowing. Work has come in from existing clients and new ones. I think I just have to learn to accept whatever is happening, keep my eye on the long term and fill my days productively. And trust that angel!! Karen Nankervis - My Beechworth Secretary from Beechworth, Victoria
It's great to hear similar stories out there - and we all have the same attitude. Use the big chunks of non-client time to get on top of the other stuff we never find time for! And don't let the slow times overshadow us.
Thanks for your comments everyone. And here's to our continued success!
Megan Tough from Sydney | Read my articles
We run a small holiday house and since Easter we have had one email and 2 phone calls - not a lot but we have learnt that we'll be inundated with enquiries in the next few weeks. We use this time to review our plans and do a general office tidy up, so we will be ready for the influx of visitors to the Bellarine Peninsula. Bells By The Beach Holiday House Ocean Grove from Ocean Grove Australia

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