The Black Friday, Small Business Saturday and Cyber Monday rushes are over. If things are going as planned, your sales are on target with no signs of missing your revenue budget for the holiday season. Unless things are going poorly, you might not have started thinking about what you’ll do differently next year – yet now is the perfect time to plant the seeds for those changes.
Why am I asking this a few days after the Black Friday / Small Business Saturday / Cyber Monday trifecta? Because the wounds from the sting of procrastination, “didn’t have time to get it all done”, and “shoulda / woulda / coulda” you suffered through the last few days are still sensitive. While the tenderness remains, and the rushes are behind you, it’s time to take a brief moment to reflect on what you learned the last few days, and continue to make note of what you notice over the next few weeks. How long is brief? Long enough to make a note. This doesn’t need to be an afternoon of deep thought.
In the heat of these rushes, did you notice things you’d forgotten to do, prepare for or setup prior to Thanksgiving? Did you notice things that weren’t organized or communicated as well as you would have liked? Did you notice things that could be improved? Write it down.
Simple examples: Did your business run out of coffee, shopping bags, change, receipt paper or rewards plan signup materials? Were all of your shifts covered with enough people, but not too many? Did you have enough inventory on special items? Were shelves restocked/pulled enough? Did a certain group of customers not show up? Did you have the new client traffic you expected? Write it down.
Planning and backdating for Small Business Saturday
You probably have a list that helps you keep things sane for November / December, and that list probably includes tasks that have to be performed months earlier. Are these items already on your calendar with perpetual reminders? Are they backdated to build in sufficient time for completion? Are their prerequisite tasks given sufficient lead time to avoid cascading deadline failure?
For example, to get a mailing / email / Facebook promo (better yet, all three) out prior to Thanksgiving weekend, your marketing calendar needs tasks for promotion planning, email sequence planning, ad / email copywriting, artwork creation, printing, etc. You can’t wait till November 1st to start. If it didn’t happen this year, build it into next year’s calendar so it DOES happen. Write it down.
Write it down now, consider and plan later
While the memory of your “How did we miss / forget that?” moments are fresh, take a moment to make some notes so that when you have some solitude / planning time, you don’t forget the little things you noticed as the rushes occurred. Put a pad next to each register, next to the phone, next to the coffee pot, next to the back door, next to where you keep today’s mail.
Notepads in all of these places allow you and your team to jot down something in the heat of the moment while “that thing” is fresh in your mind. Take a moment at the end of the day to consolidate (and date) the notes for the day. If there’s anything you can take immediate action on, get that done ASAP and review the rest later.
It’s critical that you go back over what went well and can be improved, as well as what didn’t go so well. Don’t wait until you finally relax for a few minutes after January’s inventory and try to remember the little things that happened weeks earlier. You won’t remember them and that will likely mean you’ll encounter them again next year. Keep these notes and your calendar for 2016 updated with the things you notice every day for the next 5-6 weeks.
Include your staff in Small Business Saturday planning
Encourage and remind your staff to write these notes and initial them so they can provide more details when time permits. They probably see different things than you do, and often from a different perspective. Their feedback will likely have a more direct impact on your clients’ experience as well as the ability of your staff to deliver to the best of their ability.
Take advantage of the lessons, gotchas, highs and lows. Write them down.
Want to learn more about Mark or ask him to write about a strategic, operations or marketing problem? See Mark’s site, contact him on Twitter, or email him at [email protected].