Owning and operating a business in Southwest Florida has unique challenges due to the extreme population swing that typically runs its course from November through April. While the rest of the country experiences the traditional four seasons, our state has just two: High and Low season.It’s easy to know which season you are in simply by looking around. When you are stuck in traffic, waiting 45 minutes in line for dinner at a restaurant, and are being quoted high prices for a hotel room, you are in high season. It may be frustrating for the consumers but high season is what business owners look forward to because it brings a steady streamof business in for a good six months.

So, what are businesses supposed to do during the slower months? Our area is notorious for high business turnover because of the extreme numbers in our population. I believe most businesses out there know how to deal with this. They strive to take care of the “locals” by offering them special discounts during the low season and make sure they are treated well in the process. This is a smart move because it is the local customers who will offer the owner repeat, consistent business.

Moreover, the local people are a business’ best advertisement because they help spread thewordwhen they experience quality service. This isn’t to say we should ignore the tourists and part-timers that frequent our businesses six months out of the year. They are obviously important to the bottom line, as well.

Yet, it amazes me that in the slow months, owners will complain about the lack of business and some permanently close their doors because they can’t handle the pressure of the extreme seasons. Proper planning is essential in effectively managing one’s business throughout the year. In addition, training staff to utilize the slowseason to cater to the local population is key to gaining loyalty and repeat business. I was in a store the other day that recently opened its doors for the first time.

There were about 8-10 customers in the store and at 8:55 pm, the employee loudly yells, “Attention everyone, we are closing in five minutes so please bring up your purchases now”. The owner of the store would have likely cringed to see their customers being forced out of their store because the employees want to leave at 9:00 pm. Granted, it is important to adhere to boundaries in closing the doors at a certain time.

Yet, there is a tactful way to approach this, especially when there is a room full of serious buyers. One business in particular stands out from the rest in how they treat their customers at closing time. First Watch, a restaurant in Bonita Springs located at 26381 S Tamiami Trl, closes at 2:30pm. However, at 2:15pm, two customers walked in for a late lunch and were warmly greeted by the server.

Even though there were only two other tables occupied at the time, and there were obvious signs of the restaurant closing for the day, nothing was mentioned to the couple about the need for them to hurry their lunch so that the employees can go home for the day.

In fact, the couple raved about the wonderful service they received and stated they would definitely return again. Interestingly enough, it was the couple’s first visit to this particular restaurant and it sounds like it won’t be their last. Let’s remember to make lasting impressions on our customers, especially when we have the time to really cater to them during the slower months. A good impression is priceless, especially when it can produce repeat business and generate referrals.

Article published in “Bonita Business News”, a magazine published by Fort Myers News-Press, September 2007.