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The Counter-Cyclical Effect When I ask our distributors, "What is the best time of year to make money?" they will most likely answer, "Third and fourth quarter!" with a smile. As with most of the western world, the fourth quarter holiday season continues to bring the biggest bang for the buck. Industries such as retail, travel, hospitality and food think of these months as the "cash-cow months," because this is when product moves and business booms – often telling the tale of success or mediocrity. The third and fourth quarters are considered the make-it or break-it months for many businesses. Then, as January approaches, salespeople everywhere breathe a deep sigh of relief – thankful that they survived another harried busy season. Some shift into auto-pilot while others thirst for more, asking themselves, "What can we do to keep the year-end momentum going into the first quarter? Wouldn’t it be great if the ‘cash-cow months’ could keep mooing?"
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