Black Friday is only a few days away.
It is a day where the majority of American want to give away their money.
Are you preparing your business to be one of their places?
Called “Black Friday” because, for many businesses, the increased revenue enables them to be profitable (in the black) for the first time all year. Whether you are profitable or not, people are planning on spending a ton of money the day after Thanksgiving. Are you prepared to take advantage of the day?
Even if you have planned, there are a still a few things you can do to take advantage of the day. Towards that end, I offer the Business Owner’s Procrastination Guide to Black Friday Preparation.
First, Create Multiple Offers. Yes, “30% off the entire store” deals are effective, but for the biggest impact, focus on multiple points of interest. Highlight a specific brand with a percentage off. Create a section for “buy one, get one’s”. Offer a discount if shoppers bring in canned food for a local shelter. Multiple offers provide multiple reasons for people to visit. The only don’t is, “Don’t be boring.”
Second, Flood Social Media. I would never recommend that your feed be solely deals and marketing, but this is the week to do it. 2-3 times a day, share what you have planned for Black Friday. However, do this. Tell a story with it. Be sure to picture a staff member alongside the deals to make it personal, and spend some money on Facebook ads. Really, it may be the only way for folks to see your deals in their feed.
Third, Embrace the Holiday. Get your staff to dress in holiday garb on Friday. Wear ugly sweaters. Have the place decorated with trees and candy canes and anything else holiday related. Document the day on social media. On Friday, flood your pages with great pictures and customers/patients winning prizes.
More than anything else, make Black Friday fun. An environment of joy is appropriate. Put these measures in place, and then email me to let me know how it goes at firstname.lastname@example.org.
Gordon Duncan is the CEO/Consultant of ProSight Success. He has worked in the eye care industry for nearly 20 years. He has consulted in the medical field, manufacturing, accounting, and many other disciplines.
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P.S. ProSight Success has a 7 volume playbook to put all of these things in place. In fact, we recently published this system in paperback. It has been called the “Optometric Textbook for the 21st Century”. Typically, this resource costs $199, but in light of seeing another practice fatality, I have cut its cost 50%. From now until the end of the year, you can purchase the ProSight Success System in paperback for $100. This 2 lb. (over 300 pages of resources) playbook has been #1 in 7 different countries, and it’s the step by step process that the doctor above walked through.
P.S.S. If you can’t afford these investments, ProSight offers a free e-book to get you started. Just go to www.profitableeyecare.com to get your copy
Gordon Duncan is an award-winning educator, salesman, teacher, manager, and writer. He has taught in the public school system, lobbied for school's accreditation, managed eye clinics, led sales' teams, and also publishes books on theology, church, and culture.