Pat Mokgatle | 27 June 2025
Pat Mokgatle is a chartered accountant who is head of entrepreneurial business at audit, tax and advisory firm BDO. He also runs a start-up, Decorum Stylists, which provides grooming, tailored suits, accessories and image consulting.
When the seas are rough, repair your nets. This fisherman's saying rings true when business is in the doldrums. But what exactly should we be doing when sales 
slowdown and the usual buzz of activity fades?
Quiet periods in business are not a signal to drift. Rather, they invite us to regroup, refocus, and prepare for the opportunities that lie beneath the surface. These moments, though challenging, offer a rare chance to strengthen the foundation of your business.
Use the quiet period to step back and examine your current operations. Are there processes that could be made more efficient? Are there overlooked aspects of your customer experience that could be improved?
Take inspiration from companies like Amazon, which continuously refines its logistics and customer service even during slow seasons. By streamlining order fulfilment and enhancing communication touchpoints, they ensure that every customer interaction is smooth, from the first email to the final delivery.
Similarly, a local South African logistics firm recently mapped its entire customer journey from inquiry to delivery and discovered that delays were often caused by unclear internal handoffs. By introducing automated status updates and clearer client onboarding emails, they reduced delivery times by 18 percent and improved customer satisfaction scores.
Motivation can dwindle when things slow down, but it’s precisely in these moments that morale needs attention. Communicate openly with your staff, involve them in planning, 
and acknowledge their contributions. A shared vision and a sense of collective purpose can reinvigorate a team and foster resilience.
Consider hosting internal workshops or brainstorming sessions. For example, a Johannesburg-based consulting firm used a quiet quarter to run a “Client Experience Hackathon”, where teams proposed improvements to client communication. The winning idea – a simplified proposal template – was implemented and led to faster client approvals.
Clear, concise, and effective communication is the backbone of a great customer experience. From the moment a client sends an email, every interaction should be 
purposeful and reassuring.
A case in point: a boutique design agency revamped its client onboarding process by introducing a welcome email series, weekly progress updates, and a final delivery checklist. Clients reported feeling more informed and valued, and referrals increased by 30 percent.
Should we be strategising even when the waters are calm? Absolutely. Growth is rarely a straight line – it has peaks and troughs, shaped by our ability to adapt and seize new 
chances.
Use the quiet times to research, innovate, and lay the groundwork for the next wave of success. Explore new markets, test new tools, or revisit your brand messaging. These efforts may not yield immediate results, but they prepare your business to thrive when momentum returns
