Business Slow? Think Like a Farmer

Use Your Downtime to Plan for the Future

Last week I talked about a client of mine – a real estate agent going through her slow period. Our work during that time focused on thinking like a farmer – but what does that mean in practice?

Do you think all a farmer has to do is wait until fall to harvest truckloads of delicious tomatoes, corn or squash? Think again! That farmer has worked hard all year long to prepare for that week or two of big rewards.

She prepared the ground last fall, following last year’s harvest.

She planted seeds in the spring.

She watered, fertilized and protected her fragile crops from pests, drought and poor weather throughout the growing season.

And finally, after months of work, she enjoyed the results of her efforts near the end of the summer.

Your business works the same way with periodic ups and downs. Many businesses experience seasonal fluctuations tied to other rhythms — the school year, the tax year, the calendar year. In other cases, downturns are less predictable but are nonetheless a part of the ride for a successful entrepreneur.

If you take a page from the farmer’s playbook, you’ll soon be reaping the rewards, too!

Preparing the Ground

This is your brand, your voice, your very presence in your market. If you’re just starting out—like that farmer after her harvest—you’ll spend your time simply becoming known. In other words, you should put your energy into preparing the ground.

Hang out with other coaches in your niche. Join forums where your ideal clients spend their time. Build a website and start your mailing list. This is the prep work that will form the foundation of a solid business in the future.

Planting the Seeds

Your seeds are your content and products. With each blog post you write, every product you create, you’re planting a seed you can harvest later. But unlike the farmer, your seeds will produce over and over again, endlessly.

Look for ways to create visibility for you and your brand with public speaking, being interviewed on podcasts or participating on panels that are aligned with your area of expertise. Get yourself out there!

In fact, you’ll likely find that blog posts you wrote years ago will continue to bring in new clients year after year, with no further help from you. Products can be sold over and over again, or reworked into new offers. Podcasts, videos, ebooks and more all continue to work for you, month after month, year after year.

When you think about it that way, it’s easy to see that planting seeds is a critical part of every business.

Nurturing Your Crop

Wouldn’t it be nice if you could just “Set it and forget it!”? Unfortunately, that style of business rarely works.

Consistency is the name of the game here – and it’s what will ultimately lead to success. Be sure that you are sending out your email newsletter every week, or month (or whatever cadence you have decided on). Be sure to do a blog post, or Facebook live, or record a video consistently.

You will start to get a following and people will be looking for you, even if you don’t think they are out there! Remember, gurus tell us that only 10% of your readers or followers ever comment (and I think that number is high!), so you have an audience out there, even if it doesn’t appear so.

Instead, you must spend time nurturing:

  • Stay in touch with your email list
  • Update old blog posts with new ideas
  • Study your stats to improve your traffic and conversions
  • Refine your products as you learn more about your customers

It doesn’t take much effort to update your blog posts or tweak your products, and the rewards can be fantastic.

Of course, being a farmer is a long-term investment. The work you do today may not pay off for weeks or months to come. But with a strong history of consistent “farming,” you’ll soon see that those long-term rewards are paying off consistently as well.

Please note: I reserve the right to delete comments that are offensive or off-topic.

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