Podcast Summary: Business Lunch – Navigating Economic Slowdowns: Strategies for Summer Success

Host: Roland Frasier
Guest: Ryan Deiss
Release Date: July 22, 2025
Duration Covered: 00:01 – 34:42

Introduction

In this episode of Business Lunch, host Roland Frasier and his business partner Ryan Deiss delve into the pressing issue of economic slowdowns, particularly how they intersect with the typical summer business doldrums. They explore the dual impact of seasonal trends and broader macroeconomic factors, offering actionable strategies for entrepreneurs and businesses to not only survive but thrive during challenging economic periods.

Understanding the Current Economic Landscape

Ryan Deiss:
“It seems like the rate of inflationary growth is slowing down. That's like, so inflation is still up a bit. It's just not up as fast.”
[00:01]

Ryan begins by addressing the current economic scenario, highlighting that while inflation is not decreasing, its growth rate is slowing. This deceleration, combined with a traditional seasonal slowdown, is creating compounded challenges for businesses across both B2B and B2C sectors.

Key Points:

• Seasonal Slowdown: Typically observed during summer months, affecting various industries differently.
• Macroeconomic Factors: Slowing inflation and reduced consumer liquidity due to higher debt costs are exacerbating the downturn.
• Corporate Impact: Major companies like Salesforce and Tesla are experiencing significant financial repercussions, including layoffs and stock value declines.

Impact of Seasonal and Macro Factors on Businesses

Roland Frasier:
“Slowdown matched with availability to buy… people aren't thinking about spending on things during those months or they're directing their dollars more toward entertainment and vacation.”
[04:15]

Roland elaborates on how the seasonal slowdown affects consumer behavior. With families on vacation and diverting spending toward leisure activities, businesses face reduced sales and must adapt their strategies accordingly.

Key Points:

• Consumer Behavior: Shift in spending towards vacations and entertainment, delaying other expenditures until the fall.
• Enterprise Challenges: Businesses not in peak summer industries (e.g., hospitality, travel) experience dips in sales.

Strategic Responses to Summer Slowdowns

1. Creating Future-Oriented Investment Opportunities

Ryan Deiss:
“Giving somebody the opportunity to make a decision today that they will act on in the future is one good strategy.”
[06:08]

Ryan suggests offering customers incentives to invest now for future benefits. For example, providing discounts or bonuses for committing to events or services planned for the fall can secure future business during a typically slow period.

Strategies:

• Early Investment Offers: Encourage pre-purchases or commitments for future events.
• Simplifying Sales Processes: Streamline complex sales involving multiple stakeholders to suit a season when decision-makers may be unavailable.

2. Leveraging Content and Passive Consumption

Ryan Deiss:
“Books sell really well over the summer… give them a reason in light of the season to make that particular investment.”
[07:50]

Emphasizing passive forms of content consumption, Ryan advises businesses to capitalize on offerings like books, which consumers can enjoy during vacations or downtime.

Strategies:

• Seasonal-Themed Offers: Tailor products to align with summer activities, such as beach-read materials or vacation-ready services.

Enhancing Offers Without Lowering Prices

Roland Frasier:
“How do we enhance the offers… add more labor into a bundle so that it would enhance the value or the perceived value of the product or service.”
[12:28]

Roland advocates for enhancing existing offers rather than resorting to price cuts. By bundling additional services or value-added components, businesses can make their offerings more attractive without eroding profit margins.

Strategies:

• Bundling Services: Combine existing products with complementary services (e.g., customer support, training) to increase perceived value.
• Seasonal Promotions: Utilize relevant events and holidays to create themed promotions that engage customers creatively.

Optimizing Internal Operations During Slow Periods

Ryan Deiss:
“Use this as a time to plant so that you can harvest as we get into Q3 and Q4.”
[26:11]

Ryan emphasizes the importance of not panicking during slow periods. Instead, businesses should focus on optimizing internal operations, such as refining Standard Operating Procedures (SOPs), training new hires, and enhancing system efficiencies to prepare for future growth.

Strategies:

• Operational Efficiency: Streamline processes and implement SOPs to improve overall business functionality.
• Employee Training: Utilize downtime to train and develop staff, ensuring readiness for busier periods.
• Lead Acquisition: Continue marketing efforts to acquire leads that will convert post-slowdown, leveraging lower lead costs.

Marketing and Lead Management Strategies

A. Hand Raiser Campaigns

Ryan Deiss:
“Double down on those people who are paying attention and the people who aren't. Leave them alone.”
[27:59]

Instead of pushing direct sales during slow periods, Ryan recommends hand raiser campaigns that engage interested leads without overwhelming uninterested ones. This approach helps maintain and nurture genuine interest without increasing unsubscribe rates.

Strategies:

• Targeted Messaging: Send personalized offers that require interested parties to express their intent, ensuring higher engagement quality.
• Waiting Lists: Create exclusivity by offering limited spots or early access to services, encouraging prompt responses from potential customers.

B. Internal List Optimization

Ryan Deiss:
“One of the most important assets that any business can have is a first 30 days indoctrination series.”
[27:59]

Developing a structured onboarding series for new leads can enhance engagement and conversion rates. Automating this process ensures consistent communication and sets the foundation for long-term customer relationships.

Strategies:

• Automated Onboarding: Implement a 30-day scripted experience for new leads to guide them through your offerings.
• Engagement Segmentation: Focus on nurturing engaged leads while respecting the disinterest of others to maintain list hygiene.

Leveraging Business Acquisitions During Downturns

Roland Frasier:
“If other businesses are experiencing slowdowns, now's a great time to think about acquisitions.”
[24:30]

Roland highlights acquisitions as a strategic move during economic slowdowns. When competitors struggle, acquiring their assets or customer base can position your business for significant growth once the market rebounds.

Strategies:

• Strategic Acquisitions: Identify and acquire businesses that complement or enhance your existing operations.
• Negotiation Leverage: Take advantage of lower prices and favorable terms due to reduced demand in the market.
• Inventory and Labor Management: Purchase inventory or secure labor contracts at discounted rates to boost future capacity.

Maintaining a Positive Mindset and Strategic Planning

Ryan Deiss:
“Don't panic, don't completely shut off your marketing.”
[26:11]

Both hosts underscore the importance of maintaining composure and strategic planning during slowdowns. Panicking can lead to rash decisions, such as overextending marketing efforts or releasing unfinished offers, which can harm long-term business prospects.

Strategies:

• Calm Assessment: Analyze current performance relative to historical data to determine if the slowdown is seasonal or indicative of a deeper issue.
• Strategic Marketing: Continue marketing efforts strategically, focusing on planting seeds for future growth rather than immediate returns.

Conclusion and Final Thoughts

Roland and Ryan wrap up the discussion by reiterating the importance of leveraging slow periods for strategic growth and operational efficiency. By implementing the discussed strategies, businesses can navigate economic slowdowns effectively, positioning themselves for success as the market conditions improve.

Key Takeaways:

• Adaptation is Key: Understand and adapt to both seasonal and macroeconomic factors affecting your business.
• Strategic Investment: Offer opportunities that encourage future commitments during slow periods.
• Enhance, Don’t Discount: Improve your offerings without reducing prices to maintain profitability.
• Optimize Internally: Use downtime to streamline operations and train staff for future growth.
• Mindful Marketing: Continue targeted marketing efforts without overwhelming your audience.

Notable Quotes:

1. Ryan Deiss [00:01]:
   “It seems like the rate of inflationary growth is slowing down. That's like, so inflation is still up a bit. It's just not up as fast.”

2. Roland Frasier [04:15]:
   “Slowdown matched with availability to buy… people aren't thinking about spending on things during those months or they're directing their dollars more toward entertainment and vacation.”

3. Ryan Deiss [06:08]:
   “Giving somebody the opportunity to make a decision today that they will act on in the future is one good strategy.”

4. Roland Frasier [12:28]:
   “How do we enhance the offers… add more labor into a bundle so that it would enhance the value or the perceived value of the product or service.”

5. Ryan Deiss [26:11]:
   “Don't panic, don't completely shut off your marketing.”

6. Roland Frasier [24:30]:
   “If other businesses are experiencing slowdowns, now's a great time to think about acquisitions.”

This episode of Business Lunch provides valuable insights and practical strategies for businesses facing economic slowdowns, particularly during the summer months. By leveraging the discussed approaches, entrepreneurs can navigate these challenging periods with resilience and foresight, ensuring sustained growth and success.