Earlier this week — Monday, September 23rd to be exact — was the first day of fall.

The Autumnal Equinox, as this date is also known, is forever etched in my mind. That’s because it’s also my son’s birthday.
He turned 8 this year, and the lil‘ whippersnapper managed to angle his way into a full weekend of celebrations… Presents from Grandma + Grandpa on Friday. A trip to the boat show on Saturday. A party with a couple of friends at Dave & Busters on Sunday. And dinner out with Mom + Dad at the Japanese BBQ joint, Gyu Kaku, his favorite restaurant on Monday.
Oh, the joys of being an only child with doting parents. Pretty good work if you can get it, huh?
Anyway, this personally suspicious occasion aside, fall also brings to mind another milestone… We’re about to plunge headlong into: The 4th Quarter!
In sales circles, this is often known as the Kill-It Quarter. Where you either… Crush it! Or get crushed.
From a marketing perspective, the 4th quarter is the perfect time to reflect on your progress thus far in 2019, and cast an eye toward finishing the year STRONG!
And toward that end, here are five strategies to steer your efforts in the right direction…

Review Benchmarks

I’ve made no bones about the fact that I’m NOT a goals guy. But I have conceded the value of setting annual benchmarks. Whether its generating x number of new leads, closing x number of sales, increasing revenue by x number of dollars, or whatever metric (or metrics) matter to your business — benchmarks are an excellent way to measure your progress from year to year.
So, have you taken a look at the benchmarks you outlined in January lately? How close are you to hitting those numbers? If you’re lagging behind, what will it take to cross that finish line?

Finish Up Outstanding Projects

While annual goals aren’t my thing, defining annual marketing projects is! Remember back in January, when you decided this was the year you were going to… Update your website? Launch that email list building campaign? Finally dig into social media marketing? Insert your marketing project de jour here?
Yeah, so how’s that going? Haven’t lifted a finger yet? Nearing the halfway point? Closing in on completion?
Wherever you find yourself in this process, now is the time to make a plan to ensure you tie a bow on these projects before December 31st.

Follow Up With Lingering Prospects

We’ve all got lingering prospects, right? Some you gathered thanks to your outbound efforts — cold calls, direct marketing campaigns, ads, and the like. Others found you thanks to your website, blog posts, and social media updates. And still more came through referrals from existing clients, colleagues, friends, and family.
Whatever the sources, there are always a bundle of prospects you’ve contacted, and probably even conversed with. But for whatever reason, you’ve yet to close the deal.
Now is the time to make a list of these folks, check it twice, and start making calls, sending emails, and generally ratcheting up your “follow up game” in the hopes of converting as many of these leads as possible before year-end.

Reach Out to Dormant Clients

From time to time, formerly active clients disappear from the scene. Who knows why you haven’t heard from them in a minute? But just because you’ve lost touch with these folks doesn’t mean you should let them go!
Personally, I can’t tell you how many times of picked up the phone or dashed off an email to an out-of-touch client and wound up with a lucrative new project.
So, take a look at your contact list and ask yourself: “Who haven’t I heard from in a while?”
Reach out and follow up until you make contact.
At the very least, you’ll rekindle a lapsed relationship. And best-case scenario, you’ll jin up some new business and generate much-appreciated cash for your coffers.

Start Thinking About Benchmarks + Projects For 2020

If you’re in a good place, or at least making progress on the items outlined above, the 4th quarter is an ideal time to start looking toward 2020.
Sounds like a UUUUUUGE number, huh? And might seem far away. But it’s not. In fact, the new year will be roosting upon your doorstep before you realize it!
In prep for the coming year, ask yourself…
What benchmarks am I looking to hit? More leads? Stronger conversions rates? Increased revenue?
What projects do you need to address? Is it time to revamp your website? Building your email? Launch a social media marketing campaign?

My Best Advise For The 4th Quater?

Get crakin‘ NOW. Because the holiday season will be here before you know. And that’s when any semblance of spare time gets vacuumed into the abyss FOREVER!