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Posted January 24, 2012 in Business Sales Growth by admin

Add a pinch of seasonality to your plate of sales

As the holiday season approaches, seasonal sales & promotions come to mind. One of the best tools out there to test such seasonality is the free Google Insights. Let’s look at some examples.

You may think you know your seasonal trends, but that’s just your current sales. If you’re looking for new sales outlets, seasonal purchasing behavior might be a great place to start adding the right ingredients to your marketing platter. Consider complementary products, as well, that you can piggy back on sales.

What’s a complementary product?
A complementary product is basically one that “complements” the product you sell. Many companies will sell both. For instance, if you sell bread, sell butter. If you sell a toy, sell batteries. So, if bread sales peak in November, the butter maker (who historically saw peaks in the summer) may want to look at marketing new butter types to complement that bread. Get it?

So, now that you have some ideas & are ready to test some seasonality, let’s get started.

Google Insights

Does ‘carpet cleaning’ have seasonal sales trends? According to Google Insights, the popularity of searches for ‘carpet cleaning’ undoubtedly peak in June-July of each year. Would you have guessed that one?

Sources of Seasonal Sales

Finally, keep in mind that there are many “seasons” in a business. It doesn’t have to be the traditional climate change you may be thinking about. You might have interesting sales trends that are very unique to your individual business. Here is a list of items that might cause sales fluctuations for you:

  • Seasonal Trends: spring, summer, fall, winter…
  • Weekly Patterns: Mondays, Sundays, ?…
  • Weather Patterns: sunshine, rain, temperatures…
  • Economic Trends: consumer index, price of other products…
  • Industry Trends: employment…
  • Your own business trends: work ethic, vacations, employee morale…

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