The recent snow dump came rather early and unexpectedly. It seems to have caused a lot of panic, as it always does.

As a successful business owner, I'm sure you planned ahead for it, right?

As if we didn't know it was going to happen, the snow arrives and then everyone rushes to the tire stores to put on their winter tires. But what else does the snow do other than cost us money for new tires? It causes us to slow down.

We're so used to driving the maximum speed limits (some of us a little over) and the snow forces us to slow down and focus on keeping our 3000lb+ hunk of steel from sliding out of control. Our focus goes from getting from point A to B as fast as possible to avoiding a wreck.

Those of us who planned ahead and got our winter tires on ahead of time were able to maintain a lot more control than those who are driving with their bald summer tires on. Many who didn't plan ahead ended up in the ditch, in an accident, or stranded unable to move.

This reminds me of many businesses I have seen over the years. They know that eventually, slow times are coming. Maybe it's seasonality, maybe it's when the economy takes a turn for the worse. Regardless, they forget to prepare for it when driving forward at top speed. They were so busy they forgot to look at the signs that things were coming to a halt. They forgot to make sure their marketing was ready for the sudden change in the weather. Their marketing was doing just fine when business was running full speed ahead but was not designed to keep the business on the road when things got slippery. So let me ask you...

• Is your marketing ready for changing seasons?

• Is your current marketing going to give you traction during slippery times?

• Is your marketing going to keep you on the road to success, or send you crashing into the ditch?

5 marketing tips to keep your business from spinning out of control during slow times.

1. Have a proven offer ready to go. Chances are you've sent one in the past that worked well. If not, do some research or work with an expert in your industry that knows what compelling offers work.

2. Always collect contact info on clients and leads. Emails, phone numbers, addresses, etc. When times get tough you need to be able to reach out to potential businesses NOW! Work with a marketing company that can help set you up with lead generation and customer list management.

3. Create a VIP program with special benefits like deals, priority service, special features, etc. Reach out to your VIPs when you need business. Your VIPs will buy the most when you need it.

4. Create a killer referral program. Nothing sells a new customer on your services better than someone who already experienced it. When you're done serving your ideal client, let them know how they can spread the word and offer them an incentive. When times are slow, simply send out a limited-time customer referral offer that brings in your client and their friends!

5. DON'T WAIT UNTIL YOU'RE SLOW TO IMPLEMENT THESE IDEAS! Seriously, I can't tell you how many times I get a call or email saying "we're slow, we need help". If you plan ahead, you can get customers in the door TODAY after a few clicks of a button.

I hope these marketing tips have helped you consider how you can prepare your business for slow times. The trick is being proactive and having a plan in place TODAY. If you don't and need assistance, please reach out, I'll be happy to help you. If you know someone this post could help, please feel free to share it.