I just got off the phone with a someone who said to me, “I am going to let my staff make an attempt to do marketing over the next few weeks,”  don’t be surprised if you hear back from me in February.  His reasons were sound.  The business was experiencing some slow spells and his staff was able to do some of the “grass roots” work because they were not busy.

Utilizing downtime is like gathering up loose change, rolling it, and turning it into dollars.  I am all for being thrifty, creative and resourceful.  It is even more of a plus if the staff is eager to help out and has good communication skills, (they should because you hired them to deal with your most valuable asset, your customer.)

Quite frankly, your staff should never be “not busy.”  Make sure you ALWAYS have a Marketing Checklist by everyone’s desk. Look at the duties and responsibilities of that staff person and use those same skills toward marketing your business.  Now I don’t mean standing over them with a whip and a chair, but in this day-in-age your success means their job security.

There are several WARNINGS AND PITFALLS TO WATCH FOR!

The Accordion Principal! This can be deadly and actually take you steps back in your business.   It leads to inconsistant marketing efforts and does not provide for growth. It is simply a weak attempt at filling in gaps.

The Hamster Wheel Principal! Spinning with out direction or goal is simply a waist of time.  Activity does not lead to productivity!

The No One Driving the Train Principal! Your staff may be very capable and I am sure they are.  But despite the automated world we live in, planes still need pilots, tankers need captains and armies need generals.  All of these people have a map or a plan.  None of them can afford to “wing it.”  Can you?

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