If you are a cyclist living in a cold climate for the winter, there is an experience that comes every March with the approaching spring season. While riding, there are warm pockets where the temperature is warmer and the smells of spring are vivid in the olfactory system. It’s always a full body “tingling” up lifting feeling, moving from cold to warm pockets.

As all entrepreneurs and sales professionals know, there are continuous cold and warm pockets – business performance down’s then record sales and profits. It might take a while, but warm pockets will occur for the business. A warm pocket in business is when orders are coming in, customers are referring you, and it’s the “business high”. There can be months of tough cold pocket times when every single proposal is pending, the waiting game for decisions, B.S. from potential prospects, all occurring with the ongoing worries of covering payroll, rent, etc. The cold pockets will push the stress bucket into full- gear mode.

No matter how successful a business is currently, there will absolutely be down times when sales drop and it seems like you will never get out of the cold pocket. When sales drop, employee morale can diminish and it will spread like a weed throughout the organization. The trickle-down effect can be dramatic from the fear of employees losing their jobs, reductions in pay and it can completely disrupt the company.

How are you protecting against long cold pockets and stress associated with it day and day out?

A warm pocket technique often used by business owners and sales organizations is to focus on continuous 12-month Friday referral days. When working with businesses over the years, I hear again and again, their most important business issue is to increase top line sales. Together we review an 80/20 analysis and establish accountability plans for referral Fridays for the sales teams and business owner. Sales will solve most problems within an organization – yes it’s a simple as that!

Many entrepreneurs can get sidetracked and it’s imperative to focus one day a week on connecting back to clients with a phone call and check in with them – Not just another email, text or auto response notice. The referral opportunities are there and customers will gladly refer if they believe in your product or service. However, we all get complacent when asking for referrals consistently and cold pockets can last longer than they should without a stream of new business referrals.

Today is Friday; consider what strategy will best fit with your business to get out of the cold pocket. In every case, adding in a continuous referral Friday program to your routine and sales team will get you to the warm pocket quickly!

Enjoy your weekend!