Overcoming the 'Winter Blues'

Blue Monday is anem given to a date stated, as part of publicity campaign by Sky Travel, to be the most depressing day of the year. This date allegedly falls on the Monday of the last full week of January. Although the "Blue Monday" concept was a marketing ploy by a travel agency, it is fact that dark winters have a negative effect on some people. "I feel the changes of the seasons and climate very keenly," wrote Jean Sibelius, a famous Finnish composer. He added: "In wintertime, when the day is short, I always have a period of depression." Even the Greek physician Hippocrates believed that seasons affect people's moods.

It was not until the 1980's, however, that the winter blues, or winter depression, was defined as a syndrome. Studies have revealed that among northern peoples a small percentage of the population suffer from season affective disorder (SAD). A milder version called subsyndromal SAD is three or four times more common. Hundreds of thousands of people are believed to be somewhat affected.

Andrei, in St. Petersburg, Russia, says,"I feel like sleeping all the time." Annika, who lives in Finland, is saddened by the approach of winter. "Sometimes," she says, "the darkness makes me feel almost claustrophobic because there is no place to escape from it."

This can certainly affect business owners as much as those in the general population. It is not my place, or that of BERN or the SEA program to recommend any particular medical regimen. However, here are some practical suggestions that I researched, which some may find useful:

Experts recommend a variety of methods to cope with winter depression. For instance, some recommend that one should be outdoors as often as possible during daylight. Those who engage in outdoor physical activities during the winter also report relief from the winter blues. Some have found relief by receiving bright-light therapy. Nutrition is another factor to consider. Because sunlight helps the body produce vitamin D, the lack of sunlight can cause a deficiency of it. Hence, some recommend a winter increase in the consumption of foods containing vitamin D, such as fish, liver and dairy products.

Other suggestions I found on the internet include: aromatherapy; self help audio tapes; get a massage; set yourself to laugh; connect in real ways with other people; train your brain to be positive; add colour to your environment (bring in fresh flowers, or paint a room with a bright colour); find activities to make you feel good; keep up social activities. For some, professional help may be necessary to overcome serious winter depression.

Interestingly, applying many of these suggestions means keeping busy in revenue-generating business activities. What better way to "Connect in real ways with other people" than to attend networking events, make sales calls, and engage in other sales and marketing activities. This will not only help you personally, but also help your business to grow.

What is Your "Orange Slice?"

In my travels, I often like to treat myself to a full breakfast after driving to wherever I am working that day. As a result, I have favourite restaurants in many cities and towns! If I like the food, the service, the entire experience, I will go back. A lot of restaurants include an orange slice on the plate with the bacon and eggs, home fries and toast. Why do they do that? Is it make extra work for the chef? Obviously not - it's to add to the customer service experience. It is a simple example of a "little thing" that can make a 'BIG' difference in the satisfaction level of your customers.

Some might reason that the order is already taken, so why do things that cost you money and time? Again, the answer is simple - you want to keep customers coming back, and recommending you to others. When you consider all the money businesses spend on marketing and advertising, it confounds me that they can often be so cheap when caring for customers. "Raving Fans" will do you far more good than all your paid advertising.

Back to the 'orange slice' example - it is a fact that "if it's appealing to the eyesight, it's appealing to the appetite." Presentation is very important. Personally, I enjoy the taste of even a small orange slice and although I am not an expert in nutrition, I believe that it is good for my health. Perhaps subliminally, providing the orange slice says "I care about you." Isn't that how you want your business to be perceived? Don't you want your customers talking about how you did little extras? Don't you want the good will that will surely come as a result? Do you want to stand out from your competition?

For example, a couple of years ago were were discussing this in the Orillia BERN office. One of our clients is Dave Mangoff, from DM Custom Stone. Dave is a true artist, building stone walkways, porches, etc. Most of his jobs involve many thousands of dollars. Another client suggested that after each job he could provide a custom house number carved in stone. This is a great example of his 'orange slice'. He could make these out of scrap stone, in a minimal amount of time. The obvious benefit far outweights the little bit of effort!

Here's a negative example: I recall an occasion years ago when I got a salad in a fast food restaurant. I find that the little tubs of salad dressing are never enough, so I kindly asked for two. They wanted to charge me for the second one! That was when I was still in the paint business, so I said to the clerk, "That would be like me charging you for a second stir stick!" (They cost me about fifteen cents each at the time) I would never want to be foolish enough to risk a client relationship over such a small thing. I've never been back to that restaurant! Have I made my point?

So, what can you do that doesn't cost you much in time or money that could significantly improve the experience that your clients receive? What's YOUR 'Orange Slice?'