How to remain productive at work during the holidays

November 14th, 2008

It's getting to be that time of year: the holidays. People take extra time off work, offices close and you can't get people to return calls. Customers aren't calling; prospects aren't answering; even business-emails slow down.

But all is not lost. You can be extremely productive during the holiday months – by tackling those projects that never make it to the top of your "to-do" list. It's the ideal time to do a little end-of-year housekeeping.

EOY housekeeping for business is not so different from the spring cleaning you do at home. Rather than just vacuuming around the furniture, you actually move stuff. You clean out that overflowing closet. At the office, you dust off that stack of paperwork. You go through those emails that have piled up. You return some calls you've been putting off. You tidy up loose ends, get around to those projects that though important, you never seem to get to any other time during the year. Here are some projects that will keep you busy and productive, and pay off in more sales:

Update your contact information
Nothing is worse than a prospect actively trying to contact you, but giving up in frustration after reaching a wrong phone number or website address. Update your contact information everywhere it appears: on your website, collateral materials, letterhead, and online industry directories. Making sure your contact information is up-to-date may sound like a no-brainer, but it's one of those items that's always on your to-do list, yet never gets crossed off.

Catch up on the online grapevine
I.e. manage your online reputation. What are others saying about you? Is it good or bad? And who's saying it? Yes, it does sound, like, "sooo" high-school. But with the onslaught…and undisputable popularity…of social media, blogs, online forums…call them what you will… you have to make it your business to know what's being said, and by whom, in order to succeed. Define your most important messages, then try to get them spread around the online schoolyard.

Plan for next year’s expenses
Budgeting. It's seldom fun, but always crucial. Whether it's a large media buy, or a small advertising expense, nothing is worse than running low on the funds when you need them most: to get in front of your potential customers when they're actively seeking your product or service. Also remember, as you begin your budget planning, your potential customers are doing the same. Now is the time to make sure you are on your potential customer's short list, before their budgets are finalized for 2009.

Qualify your universe
To get in front of your prospective customers at the right time, you have to know where to find them. General search engines may deliver lots of impressions, but are they the eyes you want to reach? Which is better: To have 1,000 hits, but only 20 percent of them are qualified, or 100 (even 10) hits, but all are 100% qualified? Which audience do you have a better chance of selling? That's your universe. You don't have to reach everyone…you have to reach the right ones. The slower time of year is good for thinking about what venues will be most beneficial – for getting you where you to need to be: in front of your "universe."

Know how much the right advertising will cost
Once you know where you need to be, get proposals from prospective vendors and service partners. Find out how much that directory listing or banner ad will cost, so you can budget for it now. Ask for those bids and RFPs early. (Or, dig out the ones you already have from that pile of paperwork or emails). The weeks ahead are a great time, when distractions are fewer, to look them over and make some decisions.

Take heart, all is not lost during the holidays. You can be extremely productive from mid-November through January 2. And you'll still have plenty of time for those after-turkey-dinner-naps.