2020 has been a hard year for many. Thankfully, 2021 is almost here! Are you ready?

Often, we don’t take the time to stop and think about what we’re doing and, more importantly, how we’re doing it. Instead, we rush to get it all done and find ourselves “putting out fires” or engaged in “crisis management.” Despite the harried pace of the world, sometimes it’s worth slowing down to take a look “behind the scenes” and tweak what we’re doing so we can take our businesses to the next level.

Here are a few tips for moving forward (and upward) in 2021:

1. Take a hard look at your ​sales process​. You don’t need a fancy system, but if you struggle to find the latest version of your contract, lose track of signed contracts, or don’t know what inventory is available, now might be the time to tweak your system. Sales should ​look ​smooth from the customer’s perspective and ​feel ​smooth from the sales and owner’s perspective.
2. Customer satisfaction​ should be your #1 priority. An existing, satisfied customer is worth her weight in gold, and renewals should come easily if customer satisfaction has been made a priority. This will look different for each company or even each customer, but answering emails/calls quickly, providing POP’s, posting creative efficiently, and making sure accounts are not falling behind are steps in the right direction. Adding layers of contact with customers will only be of benefit at renewal time, when the customer reflects back on your relationship. Make it count.
3. Now is the time to take a hard look at your ​invoicing and collections​. Where does your AR stand? Collections will always have peaks and valleys, but there should be a process in place to keep the wheels well-oiled and working at optimum efficiency. A sale is only worthwhile if you end up with money in the till to show for it.
4. Set goals​ for 2021 and beyond. Know your current occupancy and set a new goal. Know your average rate per panel and set a goal. Know the overall health of your billboard assets, and set goals to fix lights, paint, or trim bushes. Chances are you did not invest in your billboards to wonder where another year has gone with unrealized potential.

With some attention to these fundamentals, you can position yourself for a great start to 2021!

Tracey Hess operates a company called Brown Dog Outdoor which specializes in accounts receivable invoicing and collections, digital billboard scheduling and management for small to medium sized operators.  She enjoys helping billboard operators with the little things that add up to the big things that impact the bottom line.  

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