It’s the unofficial start of summer, and the official start of “stalling season” for buyers. Whether a customer is on vacation or not, they’ll take the opportunity to blame the summer months for delaying a decision, returning a call, or scheduling a meeting. With the evolution of most decisions being made by committees, forget about it. Someone on the committee is on vacation ever day between now and Labor Day Weekend.
So, what should you do?
Over the next three Tuesdays (including today), I’m going to post one idea for you to embrace during the summer. I’ve posted something about this topic the last two years, but I think it’s that important. I’ve made some changes this year, considering the market environment and technology changes.
Idea #1: Prospect like crazy this summer.
That’s right. Between now and Labor Day, make the calls, ask for the referrals, go to the networking events, post and discuss on social media.
You may be thinking I’m insane. Specifically, your thoughts are probably: “What? No one will take my call? No one will be at the networking events. Why would I waste my time?” If this was 2005 or 1997 or 1983, I’d agree with you. Back then, your prospecting goal was to push for appointments. Not today. Today, your goal is to present excellence to create demand for your services. If they’re on vacation, who cares? They wouldn’t answer the phone or come to the lobby to see you anyway. You’ve got to make your calls and your leave-behinds so compelling that the prospects call you when they need you.
There are three reasons to double-down on your prospecting during the summer:
- Your competition isn’t prospecting. They’re running on summer cruise-control. Get in front of a prospect with an email, voicemail, or personal visit at least four times this summer. Go to every networking event you can. Get active on social media. Your competition is hanging at the golf course.
- You have less on your plate. Once Labor Day hits, you’ll be going full force into the end of the year. Fit in your prospecting now, while you’ve got some time.
- Prospects may actually take your call. Most people are more relaxed and nicer during the summer. Take advantage of this. On Fridays, get out there and make personal calls. You’ll be surprised how nice people act. The same person that called security on you last February will open up and give you all the secrets on a Friday in July.
That’s it. Get out there. Network, post and discuss on social media, do your cold calls, and ask for referrals. Once September hits, be ready for the flood gates to open.
