Oh shiiiiit. It’s gone very quiet. Don’t panic.

Over the years of running Common Wood we have had loads of ups and downs. I’ve had to lay off staff because we didn’t have enough work. I’ve had to panic hire more people because we have too much work. It is a rollercoaster. One thing I have learned is that if you keep moving forward, things will work out. The work will come in. My wife Beth can attest to me having multiple freak outs throughout each year about having not enough work and then freaking out about having too much too do. Beth, I am sorry for my meltdowns haha. 

Don't be sad

Sometimes you’ll be tearing your hair out wondering what has gone wrong but you never know, it quite often can just be something as simple as an interest rate hike that has hurt everyone's hip pocket.  

Use the time wisely

If you are able to, use the time to create new designs. Let your imagination run wild. Make mistakes. You never know you might come up with the item that makes your business go gang-busters. I’ve often used the quiet time around Christmas and new years to give new designs a go as I rarely have time during the year to do so. Try out some new skills that you’ve been wanting to learn. 

I had been wanting to build this record cabinet for ages. used the quiet time between Christmas and new years to do so.

Build up your inventory

If you have the space to store a few of your more popular pieces. Go for it. Build as much as you can so when things do turn a corner you have stuff ready to go. When customers come to you and ask you what your lead time is you can say “I actually have that in stock and ready to go” They will be pumped. No one likes waiting for anything. It also means you get paid straight away. 

Scream it from the roof tops

I know it seems crazy to do when there is no money coming in but when it is quiet you need to boost your marketing spend. The old saying “you need to spend money to make money” is never more true in a quiet time. Create as much content as you can. Make videos and take photos. Stay active on social media so people know you are there. You’ve got to stay at the forefront of every potential customers mind. Just because you are quiet doesn't mean your social media needs to be. 

Follow up

Follow up old quotes. Even if you’re sure they don’t want to go ahead you never know one of them might have accidentally deleted your email and have been searching for it. 

Our rentals business has been a bit neglected of late.

Look into a side hustle

We have a wedding and event furniture side hustle here at Common Wood. I created that when we were quiet and I was stressing about how we could alleviate some of the pressure on custom work coming in to pay the bills. That being said I really have not given it enough love over the past few years as we have been lucky enough to have lots of custom work on. I had grand plans of hiring someone to run that. I had plans of the rental furniture to be hired out every weekend of the year. That plan certainly has been put on the back burner. I realized I need someone who can market that side of things 100% of the time and as it stands there is not enough money in the budget to be taking risk like that. 

The boss taking a well earned break

Take a break

Seriously. Take a break. There is no better time to take a day or two off for a long weekend away that quiet times. Try and get your mind out of the workshop for a few days. Clear your head so you come back fresh and ready to attack the coming month full force. I have definitely felt in quiet times that I have to be at the workshop 24/7 to try and make things turn around faster but sometimes it’s better to take a step back and recharge. You’ll thank yourself when you’re tearing your hair out with customers screaming at you about lead times blowing out. 

Chat with other builders

I’ve always had good yarns with other furniture builders and joiners during quiet times. More often than not you’ll find they are hurting as well. It might not help your bottom line but it will make you feel like you’re not alone in it. 

Take stock 

When things do turn around, and they will, take note of what you changed. Whether it was a specific Instagram ad or a market stall that went off make sure you really dial that in for the next time things go quiet.