Episode 318
Sales, Visibility, & Operation: Seasons in Business [Ep. 318]
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If you’re a service provider, coach, consultant, freelancer, or creative running a done-for-you or done-with-you business, you’ve probably tried to be in sales mode, marketing mode, and system-building mode all at once.
And if you're neurodivergent or ADHD, that push-pull pressure to do everything now can feel paralyzing.
In this episode, I break down the three core business seasons: Sales, Visibility, and Operations and show you how to identify which one you’re in so you can stop spreading yourself thin and start making real progress.
You’ll learn how to build momentum without burnout by letting each season fuel the next, and how to plan your business focus around your energy, your goals, and the natural rhythms of your industry.
If you're tired of trying to "balance it all" and ready for a smarter, more sustainable way to grow, this episode will give you the clarity and permission you've been craving.
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Transcript
Your business has seasons just like the year, right?
Speaker A:Like, you know that we have summer and fall and winter and spring, and in each of those different seasons in our life, we do different things, right?
Speaker A:Like, in general, we just do different things in life in those seasons.
Speaker A:And in reality, your business has those seasons as well.
Speaker A:But the problem is, is that most business owners treat every single month the same, and then they wonder why they're, like, stuck in burnout, they're spinning their wheels, or they're not seeing this.
Speaker A:And so today, I really want to talk about what I consider the three key seasons.
Speaker A:There's probably a fourth season similar to the four seasons of life and, you know, nature and whatnot, but really, there's like, three key seasons that businesses cycle through.
Speaker A:And I want to chat today about how knowing what season you're in can really unlock more clarity, more energy, and more momentum.
Speaker A:All right, so we're diving in.
Speaker A:I know this is probably not the one that everybody.
Speaker A:These episodes are always the ones that I feel like nobody wants to hear, but this is the real truth about business, right?
Speaker A:Like, these are the ones that are really the ones that are going to generate growth and help you to think differently.
Speaker A:That's always my goal on this podcast, is to get you thinking differently, thinking strategically about your business.
Speaker A:So that's what we're doing today.
Speaker A:You ready?
Speaker A:All right, Now I still have a cold.
Speaker A:Just so you know.
Speaker A:It's still lingering.
Speaker A:It's driving me crazy.
Speaker A:Hopefully my voice doesn't sound too froggy, and hopefully I don't hack up along while I'm trying to record this.
Speaker A:I do have my tea here ready and waiting.
Speaker A:But, you know, it's just.
Speaker A:I don't know what this crud is, but it won't go away, and it's freaking annoying.
Speaker A:It's really, really annoying.
Speaker A:So anyway, here we are.
Speaker A:But again, and this is.
Speaker A:It's very relevant to, like, to what I'm talking about as far as seasons, because, again, even though this is not one of the seasons that I'm talking about, but, you know, your body goes through these seasons, too, and sometimes you just can't push through all of them.
Speaker A:And you have to just kind of honor the season that your body is in, right?
Speaker A:Regardless of whatever season you feel like your business is in at that time.
Speaker A:Kind of a little side note there, but it's.
Speaker A:It's relevant just because of.
Speaker A:Of what's happening, right?
Speaker A:Like, I'm just in a season where life has been lifing me, you know, you guys know my mom was in the hospital.
Speaker A:She's been very.
Speaker A:She had, you know, some severe complications and, you know, but also just a season of receiving and a season of increasing capacity.
Speaker A:And that comes from understanding and knowing what cycle my business is in.
Speaker A:Okay, so I want to talk about the three core business seasons, all right?
Speaker A:And this is what I.
Speaker A:When we go through every 60 days.
Speaker A:So in, you know, in the Focus Visionary accelerator, that's my signature framework, my signature program link is in the show notes.
Speaker A:Go check it out.
Speaker A:But every 60 days or every month actually, we do what I call a reflect and refine session.
Speaker A:Okay.
Speaker A:And in that reflect and refine session, we kind of look at where we are at.
Speaker A:And some people are in, at the end of 60 day, their 60 day focus.
Speaker A:You know, I always.
Speaker A:We do everything in 60 day focuses.
Speaker A:So 60 days, regardless, it's not always calendar month, it's 60 days.
Speaker A:Right?
Speaker A:And then when they're getting ready to create their next 60 days, we always look at what season you're in, right?
Speaker A:Like what season of your business is.
Speaker A:Are you in for this next.
Speaker A:Next 60 days?
Speaker A:All right, so it's typically a sales season, right, which is focused on active selling, launching, conversion, following up, right?
Speaker A:Like you're in motion, your offers are front and center.
Speaker A:And I'm sure you're going to say to me, well, shouldn't you always be in the sales season?
Speaker A:Yes and no.
Speaker B:Right?
Speaker A:Like, you should always be selling, but sometimes you can't sell if your audience is exhausted and you're not generating leads and all of that.
Speaker B:Right?
Speaker A:And some people, like, if you only launch, if you're in a launch model, then no, you're not always in an active selling season, right?
Speaker A:You're selling yourself, you're selling your brand, you're selling wait list, you're selling other things, but you're not always in like an active sales season.
Speaker A:And this is, again, this is why I wanted to talk about this because I know that everybody thinks you need to be in all three of these places all the time.
Speaker A:And that's what leads to burnout.
Speaker A:Like, it's very difficult.
Speaker A:Okay, so sales season, active selling, launching, conversion, follow up, right?
Speaker A:Then you've got your visibility season, which is more brand building, list growth, nurturing, lead generation, speaking, any kind of pr, right?
Speaker A:Like laying the groundwork for future sales, right?
Speaker A:That's what you're kind of doing.
Speaker A:It's like groundwork, creating new.
Speaker A:So in July, I was doing a visibility season on threads.
Speaker A:It was a new platform for me.
Speaker A:I just wanted to get as Visible as possible.
Speaker A:I didn't really ever sell on that because again like these are brand new people, it's a brand new audience.
Speaker A:Who am I selling to?
Speaker A:I mean, yeah, I could have, but these people don't know me.
Speaker A:They don't know my brand, they don't know my voice, they don't know my vibe, nothing.
Speaker B:Right.
Speaker A:So that's what I mean by sometimes you are in this visibility season where you're kind of laying the groundwork for future sales.
Speaker A:Yes, I talked a little bit about my offers, I mentioned it, I shared some client wins, but it was really all the entire intention and goal behind it was strictly visibility.
Speaker A:And then there's operational seasons, back end systems, delivery, refining workflows, sops, automations, like optimizing and building infrastructure to support your growth.
Speaker A:A lot of times, a lot of this season is usually like in December.
Speaker A:A lot of people do this in December.
Speaker A:They take the last couple weeks of December off and they get really deep into kind of updates and all of these different things.
Speaker A:But also too like sometimes and I know that you are going to probably say to me like, well how can you be, you know, taking time off from sales and visibility and all of these things?
Speaker A:Well, to work on operations.
Speaker A:Here's the thing, like if your operations aren't in line and you are not set up and ready to scale all the sales and visibility is only going to get you so far because your business will crumble underneath it if your infrastructure is not designed to maintain and withstand all of that new growth.
Speaker B:Right.
Speaker A:So you have to be very mindful of that.
Speaker A:And so I'll give you a perfect example of this is one of the clients in the FBA program, she said she was in this season where she was kind of like wanting to do all this visibility and she was getting all of this visibility.
Speaker A:But she said to me, Michelle, I, I don't really want to keep doing all of this visibility because my website is so out of date.
Speaker A:Right?
Speaker A:Like the messaging is off, the offers are off, you know, and I gotta try to get this, you know, website updated.
Speaker A:But I'm so busy doing all these calls and all this visibility and like this is why this is so important.
Speaker A:And so I told her like you need to go into an operations season, not visibility because if you are sending leads to a website that's outdated, with outdated offers, that doesn't get you where you want to go, it's not going to lead to sales, it's not going to lead to the right sales because it was not the right Information, right?
Speaker A:So creating all this visibility to send them someplace that's not updated and not, you know, not where you want them to be, doesn't benefit you, Right.
Speaker A:It just creates more work on the back end.
Speaker A:It creates more confusion, it creates more all of this.
Speaker A:And so what I had her do is spend 30 days.
Speaker A:Now again, it's not always 60 days, even though we do everything in 60 days.
Speaker A:But we broke it up and was like 30 days you're going to focus on operations.
Speaker A:30 days, then you can go back to visibility.
Speaker A:But until you get that operations under control, your visibility and sales isn't going to line up.
Speaker B:Right.
Speaker A:And so that's what I mean by understanding that sometimes you have to have your back end systems and you have to understand that you need to be in an operations season so that you can withstand all the visibility and all the sales.
Speaker B:Right.
Speaker A:So how do you identify what season you're in?
Speaker B:Right.
Speaker A:I mean it should be fairly obvious, right?
Speaker A:Like if you have your calendar out and you've looked at your calendar and you know like what your planning is.
Speaker A:Again, this is, I say it should be obvious.
Speaker A:And I, and I, and I don't mean that negatively, but I think because I'm so used to doing this because we plan so much inside of F E A, we have our, our year like at a glance.
Speaker A:We know exactly what's coming up, we know exactly what events are coming up when speaking and all of that.
Speaker A:And so forgive me if this is not obvious to you.
Speaker A:It may not be, but this is where planning really plays a huge, massive role.
Speaker A:But if you don't know what season you're in, here's a few questions that can ask yourself, right?
Speaker A:So where is your energy and focus being pulled naturally right now?
Speaker B:Right.
Speaker A:So what I mean by this is do you naturally have a lot of people that you're following up with because you were perhaps on this visibility sprint, you didn't even really realize you were doing or maybe you did, right?
Speaker A:And so you did all of this visibility and you have.
Speaker A:And you're just in this like state of following up and closing sales and onboarding new clients, right?
Speaker A:Like that's the next step.
Speaker A:There's that other season that I was talking about is just kind of like that onboarding that's a little bit more operational.
Speaker A:It's kind of like the season in between sales and operation is like onboarding and client season, right?
Speaker A:Because there is, when you're onboarding, there is a level of like energy that goes into that.
Speaker A:And so it's like where is your energy being focused right now?
Speaker A:What are you focusing on?
Speaker A:Are you focusing on content creation?
Speaker A:Are you focusing on engagement?
Speaker A:Are you focused on speaking?
Speaker A:Are you focusing on again client work?
Speaker A:Are you in a client season where you're just really heavy with clients?
Speaker A:Again, some people would call that operational.
Speaker A:I really don't.
Speaker A:I do think that there's that fourth season, especially if you're a project based business or you are in a launch phase and you do launch and so you have this onslaught of of clients that all come in at the same time, right?
Speaker A:You could be in that season.
Speaker A:So like really looking at like where is your energy and focus being pulled naturally, right?
Speaker A:Like naturally.
Speaker A:What is just happening?
Speaker A:What is needing your time and attention right now?
Speaker A:And then what is feeling is your most urgent need in your business, right?
Speaker A: is an urgent need for all of: Speaker A:I get it, right.
Speaker A:Like sales is pretty much a need for a lot of people all the time.
Speaker A:However, you can't sell if you don't have an audience, right?
Speaker A:Like you cannot sell to an audience that doesn't exist, right?
Speaker A:So like you need to really understand of like if you are feeling like sales is an urgent need or new clients or revenue or whatever is an urgent need, you need to ask yourself like do I have the audience to sell to, right?
Speaker A:Or do you need to go find new people?
Speaker A:And if so then that's visibility season, right?
Speaker A:And then what's being neglected that needs your attention?
Speaker A:So like this is where that website example comes into play of like what needs your attention?
Speaker A:Is it that like your offers are not updated?
Speaker A:Is it that you don't even have a landing page?
Speaker A:And quite honestly like don't think everything has to be fancy when it comes to operations.
Speaker A:I sold out an entire program off of a Google Doc and there's a lot of people that sell off Google Docs.
Speaker A:So again operations doesn't mean fancy, but it just means that you need to have the pieces in play, right?
Speaker A:So one of the things that I really focused on that I felt was very neglected was automations, right?
Speaker A:Like I would set up new lead magnets or set up workshops or something like that.
Speaker A:And I never knew what the automations were, the next steps.
Speaker A:It's like what is actually happening, you know, because you kind of piece these things together, you do it in the moment.
Speaker A:Especially if you're ADHD and super impulsive like I am and you're like oh, I think I'm gonna do this like the August promotion challenge that I did inside of Back Pocket Insights, which by the way is a freaking blast.
Speaker A:Back Pocket Insights is the place to freaking be, okay?
Speaker A:Like, the community is killer.
Speaker A:This morning.
Speaker A:I think there was like 50 something messages in the group chat that was just going back and forth.
Speaker A:All these women just chatting and helping each other out.
Speaker A:Like it just like warmed my heart to wake up to that.
Speaker A:And it's everything I've been missing in a community.
Speaker A:See, there's my ADHD brain taking me off on a tangent.
Speaker A:Anyway, what I was saying is that operations and like, it doesn't necessarily mean that it has to be perfect.
Speaker A:So what I was saying is like that August promotion challenge, I just decided I was going to run a promotion challenge inside of Back Pocket Insights.
Speaker A:There was no automation set up for it, There was no information.
Speaker A:It was like, hey, here's the link.
Speaker A:The landing page doesn't talk anything about it, but just trust me and then I'm going to send you some more information.
Speaker A:Right?
Speaker A:Like, was that the best way to do it?
Speaker A:No, but it was like audience idea sale, ready to rock and roll.
Speaker A:I'm going to make this happen.
Speaker A:And so I ended up, I think, I think I welcomed like 30 new women into the, into that community.
Speaker A:It was amazing.
Speaker A:I loved it.
Speaker A:So again, but it was neglected.
Speaker A:And so once that was done, like I can't continue to do that because I can't continue to grow that community, having to individually message people.
Speaker A:So what was happening was I had an onslaught of people that joined the community and so I sent out an email to everybody that had joined with the August promotion challenge information.
Speaker A:But then there was like all these tricklers that came in of people like joined after the fact or whatever.
Speaker A:And so there was no automation for them to get the August promotion information.
Speaker A:So I literally was having to copy and paste and manually send each one of them an email after they, after they signed up.
Speaker A:And it was ridiculous.
Speaker A:So again, like that can't stay neglected for very long if you want to continue to grow.
Speaker B:Right?
Speaker A:So you have to understand like, what are you neglecting and what needs your intention in order?
Speaker A:Attention, not intention, well, kind of both.
Speaker A:But like what needs your attention in order to continue growing?
Speaker B:Right?
Speaker A:Like.
Speaker A:And so just being very aware of that.
Speaker A:Okay, and what does your business need most to sustain growth in the next 60 days or maybe even next 120 days?
Speaker A:So if you're looking out like 60 to 120 days to 60 day periods, especially right now, this August is releasing.
Speaker A:Oh my gosh, My brain, this cold, I'm telling you, is like totally affecting my brain.
Speaker A:This episode is releasing in August, which means there's four months left of the year, right.
Speaker A:So I would do like 120 days.
Speaker A:Right.
Speaker A:Like, what does your business need most?
Speaker A:Boost to sustain the growth for the next, for the rest of the year type of thing.
Speaker A:So you can look at it like that.
Speaker A:So you want to look at your capacity, your client load, your revenue targets and internal systems, right?
Speaker A:Like those should be the things that are kind of guiding you.
Speaker A:Okay.
Speaker A:And then what I want you to also very much understand, if you get nothing else from this, is that it is very hard to do all three of them a hundred percent all the time.
Speaker A:And this is what's happening.
Speaker A:And this is why growth is stagnated for some of you.
Speaker A:This is why you feel like you're kind of spinning your wheels or you're kind of like not making progress and you're doing all the things, but you're like what is actually moving forward.
Speaker A:And some of that's because you're not getting 100% right.
Speaker A:You're probably not even giving 80% because you're trying to spread your, your time across three different things.
Speaker A:Well, that's like 33%, right?
Speaker A:So you've got to really kind of think about and balance them and rotate your focus.
Speaker A:So again, like I always look at what is my intention, what season am I going into?
Speaker A:So if I'm looking September and October, right?
Speaker A:Because again, it's August, the time of recording, if I'm looking at September and October.
Speaker A:September and October are busy sales seasons, right?
Speaker A:Typically they are sales seasons.
Speaker A:So again, this is what I was telling you is July and August were visibility seasons.
Speaker A:July was all about getting visible on threads and just getting known.
Speaker A:August was the promotion challenge.
Speaker A:Just talking about my offer.
Speaker A:So even though that sounds like a sales season, it really wasn't.
Speaker A:It's still very much visibility of getting people seeing and hearing about FBA over and over and over and over again to create visibility.
Speaker A:Okay, so July, August were visibility seasons.
Speaker A:September, October are sales seasons, right?
Speaker A:And then November, December, most likely operation seasons.
Speaker A:I mean, some sales, because I do business planning every year at the end of the year.
Speaker A:People oftentimes join FBA at the beginning of the year right off of the back end of biz planning because it's like new year, fresh start, stay focused on your plan, that type of thing.
Speaker A:But again, like you can see how when you look at it in 60 day increments, it's like this Leads to this.
Speaker A:Leads to this.
Speaker B:All right?
Speaker A:And so you're still doing light touches on other things, right?
Speaker A:Like, you're never going to not sell, right?
Speaker A:Of course you want to sell all the time.
Speaker A:You want to be selling and sharing your offer, but you're going to maybe do it more lightly.
Speaker A:You're going to maybe just follow up with people that are already in your pipeline.
Speaker A:You're maybe going to.
Speaker A:Or if you're at capacity, you're not selling, right?
Speaker A:Like, you may need to seriously be in an operation season.
Speaker A:So again, like, if you wanted to relate this to like, the seasons of nature, right?
Speaker A:Spring is usually like growth and visibility and fresh energy, right?
Speaker A:Summer is big time, like sales.
Speaker A:You know, I would, I would actually.
Speaker A:I would actually probably switch this.
Speaker A:I would make summer more of a growth and visibility season.
Speaker A:I would make fall your grand.
Speaker A:Your.
Speaker A:Your sales season.
Speaker A:And then winter is kind of your internal.
Speaker A:And then your spring is more the delivery, right?
Speaker A:Or like, I don't know.
Speaker A:I'm not sure I could relate that because I think it's.
Speaker A:It's different for every.
Speaker A:Everybody's business, as always, right?
Speaker A:And so I think when you're kind of looking at it, but you kind of just have to look at, like, also to where your energy lies, right?
Speaker A:Like, where is your energy?
Speaker A:Are you more likely to sell in the winter because you're home and the weather is not so great, especially if you live in an area where the weather isn't great in the winter.
Speaker A:And this is what I mean by.
Speaker A:And I was having this conversation with a friend the other day is like, so many people use summer as their slower season because the weather is nice and they're not as they're busy.
Speaker A:They've got graduation parties and they want to go to the beach and all the things.
Speaker A:But like, here in Florida, summer is kind of our hibernation season, right?
Speaker A:It rains all the time, it's hot as hell.
Speaker A:So it's like the snowbirds are gone.
Speaker A:It's super quiet here.
Speaker A:It's not.
Speaker A:So for me, summer is a much easier time for me to sell and create visibility because it's so much quieter here.
Speaker A:And I'm inside and I'm not doing as much versus, like the winter.
Speaker A:We've got company all the time.
Speaker A:It's beautiful out.
Speaker A:Like, this is when we want to be outside.
Speaker A:So again, like, you've got to just kind of really relate it to your own energy and what's happening in your life.
Speaker A:Okay?
Speaker A:But let each season fuel the next.
Speaker A:So what I mean by that is visibility season builds momentum which leads into sales season, right?
Speaker A:Sales season fills your client roster, which if you have that like additional season of like client onboarding or client season, right.
Speaker A:That's going to fill and lead into client season, which is likely going to lead into operational or delivery season, right?
Speaker A:Where you're just in a stage of delivery and serving.
Speaker A:And then operational season leads and builds, opens up new capacity which then preps you for visibility season again.
Speaker A:So it's just this like cycle that you just continue to go through where one leads to the next, leads to the next, leads to the next.
Speaker A:Okay, so again, really keep in mind, I think what's most important I'm going to wrap this episode up is that you know, you've got to really plan your seasonality around your business, plan it around your energy, plan it around your launches, plan it around your, your calendar, like just your life calendar.
Speaker A:Also your audience, right?
Speaker A:Like what is your audience doing each quarter or each 60 days each month, right?
Speaker A:Like what are they doing and when are they making decisions and when are your high decision making months?
Speaker A:So you know, typically in a B2B space you've got April, January, April and September are your high decision making months.
Speaker A:Like think about it, January, people come in on the new year, they're super excited, they're making decisions, they have new budgets.
Speaker A:If you're in an industry where people get new refreshed budgets and then like February, March is kind of like, man, let me just kind of settle into the new year.
Speaker A:And then April is like, Holy, it's already Q2.
Speaker A:Like, we gotta get going.
Speaker A:And so April brings this like refresh energy.
Speaker A:I think April and May, quite honestly, then you got June, July, August, right?
Speaker A:And so for some people, again, industry specific, that depends on if it's, it's seasonal for you, that can be slow, it can be busy.
Speaker A:But then also then September again is this new refresh.
Speaker A:Like kids are back in school September, holy crap, the end of year is coming.
Speaker A:Like we've got them to make some decisions, right?
Speaker A:So like what are the high decision making months in your business?
Speaker A:And that could be for you and, or your clients.
Speaker A:Okay, so plan and plan around your life, right?
Speaker A:Like look at when you have vacations, look at when you have family needs, look at when the kids are off from school.
Speaker A:Look at this is one of the things that we do every year in business planning.
Speaker A:It's always, always, I will never, ever skip this when I teach business planning, especially for the year ahead is to get, I always have a calendar January through December, and I have everybody mark on there, like kids, schedules, vacations, weddings, anything that you have to travel for.
Speaker A:You know, obviously life happens.
Speaker A:Like, I could not have planned for needing most of July off because my mom was in the hospital.
Speaker A:But again, like, I also knew that I had in February, March and April, I was like, I had six weeks where I was back to back with travel and company, right?
Speaker A:And I knew that because people had made their plans and I had bought tickets to these events months and months and months prior.
Speaker A:So again, plan around it, all right?
Speaker A:And then just.
Speaker A:I want to wrap with this is just understand that this is all cyclical, right?
Speaker A:And if you're feeling like, man, I really need to be in this, like, operation season, it's okay.
Speaker A:It's okay.
Speaker A:It's very strategic.
Speaker B:Strategic, right.
Speaker A:This is actually you being extremely strategic in your business.
Speaker A:And knowing what season you are in gives you that permission to focus, simplify, and actually finish what you start, right?
Speaker A:Like, it.
Speaker A:Think about how easy it is.
Speaker A:This is what has been such a game changer for me.
Speaker A:And I just want to again, end with this is like, I went into July and August thinking I am just here for the visibility, right?
Speaker A:Like, I, yes, I need sales.
Speaker A:Yes, I have room for new clients.
Speaker A:But it was like, how can I just create more visibility around myself, around my brand, around my offer?
Speaker A:And so by going into it with the idea that it's like everything I'm doing is visibility, knowing that there was sales coming on the.
Speaker A:In the next season, I was able to show up in such a different light, right?
Speaker A:Like, I'm able to show up in such a different way because I'm really just focused on visibility.
Speaker A:I'm focused on connection.
Speaker A:I'm focused on relationship building.
Speaker A:And so that allowed me to stay so much more consistent and also not feel like, oh, this is not working, or this, it doesn't matter.
Speaker A:I'm just there.
Speaker A:I'm just showing up.
Speaker A:And as long as I'm showing up, I'm getting visible, right?
Speaker A:And so I didn't need it necessarily to turn into sales because that wasn't my intention.
Speaker B:Right.
Speaker A:Like, the sales that I got from people joining the Back Pocket Insights community was amazing.
Speaker A:And of course I promoted it, but it was just like, again, about creating visibility.
Speaker A:So I just think it's.
Speaker A:It's so helpful when you can look at your business in this way.
Speaker A:And so decide what season you're in right now.
Speaker A:Decide what season is next, and write down, like, a clear focus that supports that season.
Speaker B:Right?
Speaker A:So if it's visibility.
Speaker A:What does that mean?
Speaker A:Do you want to gain followers?
Speaker A:Do you want to have new conversations?
Speaker A:Do you.
Speaker A:You know, whatever that looks like.
Speaker A:But then you can can set better and more focused, intentional goals within those seasons that are so much easier to achieve.
Speaker A:Okay.
Speaker A:All right.
Speaker A:I love you.
Speaker A:I believe in you, and I'll talk to you soon.
