I’m sure you’ve heard sales referred to as Rain Making in business.
Sometimes too much rain too fast in your business can be dangerous, just like the weather.
Think about it like this, when it rains a lot in one area, like a couple inches in under an hour, it can cause flash flooding.
When you are the owner, one of your primary responsibilities in your business is making it rain.
Don’t think that applies in your business, think again. Just look at Apple and Steve Jobs for a minute. He was a fantastic marketer and rain maker for Apple when he was still alive.
The Apple stores had lines around the corner for days ahead of time on new releases, and still do. Even a behemoth company like that had trouble with all that rain coming down all at once. They had infrastructure in place and a plan, and could handle that rain most of the time, but even they sometime had flash floods that were too much for their infrastructure.
In your business you need to be careful not to create too much rain all at once. You don’t want so many new clients or so much new business at one time that you overwhelm your infrastructure, that would be like creating a flash flood in your business. Not only does it overwhelm your infrastructure in the short term, it isn’t sustainable in the long term.
Think about what a Groupon and the other similar deal sites do, you get huge exposure and a lot of new business all at the same time, but it is a temporary spike and isn’t sustainable.
If you don’t have the infrastructure in place to handle that huge spike it can be quite dangerous for your business.
Because of the structure of those deals and the percentage that Groupon takes off the top, most likely you are losing money on each of those deals. For some businesses, that spike has even been enough to put them out of business because it is such a huge overextension of their existing infrastructure, it breaks them.
You need to have a plan, a marketing strategy and overall campaign that the Groupon deal is just a piece of in order to not drown from the influx of business.
When you are moving fast, you need to be careful to avoid the likelihood of a flash flood, and what you really want to create are the systems and processes and have the infrastructure in place ahead of time to handle all that rain and prevent the possibility of a flash flood to begin with.