We often talk about training plateaus, but plateaus can also happen in your business. Imagine your business growing steadily and then, all of a sudden, your growth stops. The number of clients or members that you have levels off and you’re left wondering, “What just happened.”
Sometimes these plateaus happen because you got comfortable with the amount of clients or members that you have and stopped actively seeking more. Maybe you decided to spend less money on marketing, or you went to fewer networking opportunities, or stopped asking for referrals. Those things that you did so diligently when you were trying to build your business have fallen by the wayside and… so has the growth of your business.
Other times, you have continued marketing as you have always done and that’s the reason that business has slowed. If the public sees the same ad, picture, sign, or campaign, they can become blind to your marketing efforts. You can think of it as becoming desensitized to what your marketing is saying because they’ve seen it so many times before.
One more reason that you may have hit a plateau, is that something has changed in the market that you may not have noticed. This could be an economic downturn, seasonal change (this often catches new businesses by surprise), or maybe a new competitor opened in town.
These can all be avoided with some due diligence.
Never stop marketing. Even if you are currently comfortable, things change and it’s better to have too many people wanting your service and have a waiting list, than to have too few and leave yourself open to plateaus or downturns.
Always change up your marketing. Think of how often you change your clients’ programs (generally every 4-6 weeks). You can use that same kind of thinking when it comes to your marketing. You can literally periodize it. Plan out your macro, meso, and micro cycles for marketing.
Finally, pay attention to what’s going on in your community. What’s happening in the economy, what events are taking place, who’s new in town. Knowing what’s going on can not only prevent a loss in business, but can show you new opportunities for growth (what might you do if your realized a competitor was actually closing?).
This isn’t to say that you can prevent all plateaus, but these are some common reasons that they occur and some solid ways to prevent them.