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Is it Time for a Change?
Posted by: Business Guru - Talmar Anderson ()
Date: July 18, 2013 07:14AM

Is it Time for a Pivot?

While some businesses slow down a little during the summer, the successful business owner will take this opportunity to review, plan and take action. This can even be part of your strategic planning cycle. Look for periods within your industry that contacts and clients become less inclined to buy. These moments can be disappointing and frustrating if you don’t see them coming. However, if you recognize a trend and see that July is a slow month due to vacations and summertime events, then that can allow you to REALLY take ownership by understanding what is working, considering new ideas and decide where you may need to pivot.


I am sure some of you have heard me speak on pivots before. Strong pivots are signs of an owner that is controlling their company and planning for their future success. If these are not informed or well thought out, it can come across to your employees and clients as if you are unfocused or unsure. You should pivot only after careful analysis and research. If you pivot without consideration and with every wind that blows, you can destroy your company. Literally.

Pivot = Business owner changing their mind. That is it. It is the owner’s option to decide to target a new client base. It is their prerogative to decide to focus on an entirely different product or service. It may be that you rename the company. It may be that you decide to try an entirely new marketing channel. Regardless of the decision, a pivot says we are changing course.

If you decide that selling your sister in laws new jewelry line in your dental office, this may not be a strong pivot. If you decided to give her a corner of the office because she is just starting out and your brother made you feel like it was your responsibility to help, it still may not be a great change. If your clients are predominantly men, they are more likely to feel uncomfortable in the waiting room where sparkly things taking up space while they are waiting for their cleaning. Or if you have a predominantly pediatric practice, I can’t imagine how much time the receptionists will spend reminding children not to touch or re- staging the jewelry that has been moved around. This takes them away from the phone and the clients.

However….if you have been looking at your clients and their demographics and you find that they are largely female adults; that could be a good start. If you look further and find that their annual household income level suggests the kind of disposable income that allows for jewelry purchase. That is looking better. If for the past six months, you have been wearing your sister-in-law’s pieces and you are repeatedly getting comments and questions during appointments to the point that clients are inquiring how to purchase, you may really need to consider it.

The work is only starting there but during your slower times you can take action to set it all up correctly. If you have decided that this target market is a good one and has the potential for you to take over more of the market share, you may want to shift your marketing to bring in more of that specific demographic. You will need to create an agreement on the responsibilities of the jewelry company as well as negotiate any portion of the sales for your office. As for your dental office, you will need to decide how your infrastructure will support the jewelry sales. BUT, it would be unique…picking up something sparkly while polishing your choppers? That kind of pivot may seem uncomplimentary but if it is based on operating metrics, research and a supportive strategic plan…It may just work!

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Re: Is it Time for a Change?
Posted by: WingNut ()
Date: July 18, 2013 07:16AM

Would you consider a game of Pictionary and some iced tea with Wayne Williams?
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