Dog days of summer give small businesses a chance to tackle their to‑do lists
by Joyce M. Rosenberg
Associated Press

The summer means a slowdown in business for many small companies, with customers and clients going on vacation. That gives many business owners a chance to catch up on some of the tasks they keep putting off, such as updating or redoing Web sites or just getting the office painted.

The timing of the slowdown depends on the type of business.

The down period for Tobias Automotive Specialists, Inc., in Cave Creek and Anthem is just before and just after the school term begins, according to owner Andy Tobias.

“This gives us time to clean up the shops and service our equipment, all of the things you put off when you’re really, really busy,” Tobias said. “We also encourage our employees to take vacation during the lull.”

“Most companies, when they’re busy, they don’t see marketing as a necessity,” said Sadie Peterson, who has a marketing consultancy, SD MarCom Inc., in San Diego.

But what many companies fail to see during slowdown periods are opportunities, and the need to stay active, instead of simply accepting the falloff in business.

Peterson sees the summer as an ideal time to send out newsletters to current customers and follow‑up letters to reconnect with customers who have been out of touch. These are tasks that often fall by the wayside in busy times, and “it can really increase their business,” she said.

It takes just a quick look around your business, and maybe a little creativity, to make the summer a productive time. An informal e‑mail survey of company owners by The Associated Press found that revamping Web sites, planning holiday gift giving, and doing office renovations were among the other downtime chores they were tackling this summer.

The summer is a great time to redo a Web site because when business is slow, you can be sure that any glitches are taken care of before traffic picks up again. And planning holiday gifts and events like parties now will take pressure off owners who will have a heavier workload later in the year–and maybe enable them to enjoy the holiday season a little more.

Renovating the office makes a lot of sense during slack business periods. If workers are on vacation, there’ll be fewer people to disrupt. You might even let staffers work from home, or, if business is really slow, close down while the work is being done.

Other business owners said they were reorganizing files or taking continuing education courses.

Kris Proskus, director of the Desert Foothills Library in Cave Creek, said her group hasn’t experienced a summer lull.

Instead, she calls it a well‑needed “breather” that has come as the library is in the midst of an ambitious expansion project that will triple the library’s size.

Proskus said the staff has been preparing for the installation of a new online computer library system. “It’s been mind‑boggling, creating new databases, upgrading existing equipment, getting new computers, and weeding the library’s collection,” she explained.

Accountants and tax attorneys urge their clients to use slow periods for financial planning. “Now’s the time to be getting ready for taxes,” said Jerry Whitmore, a Cave Creek CPA. “After Dec. 31, it’s too late.”

Whitmore contacts his clients during the summer to remind them it might be a good time to sell a vehicle, buy land or shift to a different pension plan.

Human resources professionals say this is a good time to re‑examine employee policies. And, if you have never put a handbook together detailing how you handle vacations, sick time, disciplinary procedures and other staff matters, here's your opportunity to get it done.

Rick Keating, Chief Executive Officer of Keating & Co., a Florham Park, N.J., public relations firm, uses the summer to give his company what he calls a “self audit,” a time to look at what many people call the big picture.

“We’re taking advantage of a slower time to improve our corporate culture and to improve our relationships with both clients and media and to make sure that we’re doing things in a way that fits our style,” Keating said.

“Sometimes it’s good to stop, hit ‘refresh’ and ask: ‘How are we doing?’” he said.

The company uses a variety of activities to accomplish this goal, including casual meetings and social events that will bring clients and staffers together.

Many management and human resources consultants note that because the summer is seen as a more social time of the year, it gives business owners a chance to reward employees with events like picnics or barbecues, or maybe just ordering pizza for lunch. A little bit of summer goodwill can go a long way toward building staffers’ loyalty to the company.

Of course, summer also means vacation time. Many new entrepreneurs shy away from taking time off while they’re trying to build their companies, but veterans will tell you that taking time off is critical. Some rest and relaxation will help you come back with more energy and new ideas. And you don’t have to abandon the business; with cell phones and laptops, you can stay in touch with clients and employees.

Reporter Barry Cohen contributed to this story. He can be reached at: barry@thedesertadvocate.com.