Prepping for the fall (sales) this summer

The month of June signifies different things to different people: weddings, graduations, Father’s Day, hurricane season, the Summer Solstice, etc. The kids are out of school, summer vacations are being (or have been) planned and, as a frantic business executive, chances are you’re looking forward to some well-earned time off.

All fine and good, and certainly deserved. A problem I often observe, however, is that while our intentions and focus begin to shift toward “dialing it down” a bit, we fail to consider a plan to ramp up our activities again after vacations end and the kids are back in school. The last thing you want to think about after a long, and relaxing, hiatus is prospecting, scheduling more discovery meetings, getting more deals in the pipeline and figuring out how to hit those ever-elusive goals.

With that in mind, consider the steps you can take before heading out on vacation to combat the inevitable slowdown and avoid the “blahs” of the dog days of summer:

Set clear goals and objectives. Whether it’s specific sales and revenue goals or marketing and prospecting activities in your behavioral “cookbook,” break them down into manageable milestones for June, July and August. Track and adjust them, as necessary, so that you can maintain your momentum and set yourself up for a productive third and fourth quarter. 

Review your existing leads. Examine your current pipeline and identify any leads that have gone cold or gotten stuck. Re-engage with these prospects by offering new ideas and options, updated solutions or incentives to reignite their interest. Chances are their needs, and initiatives, may have changed over the past several months. Schedule meetings or conversations with them to occur the week you return. 

Nurture and follow-up. Implement a systematic follow-up process to stay top-of-mind with prospects and nurture them over the course of the summer. Use automated email drip campaigns, schedule “touch-calls” and personalized outreach to maintain communication and move prospects closer to a yes-or-no decision.

What about new markets, industries and verticals? Use the summer months to explore new opportunities and markets that you may not have had time to pursue during busier periods. Research and identify potential leads and develop targeted strategies to establish contact and get in front of decision-makers.

Develop content marketing and thought leadership. How much time do you devote to blog posts, whitepapers, webinars or videos that provide value to your target audience? Do your prospective clients, and customers, view you as a thought leader that can provide meaningful solutions to their challenges? Leverage social media platforms such as LinkedIn, X and Facebook to connect with potential prospects and engage in meaningful conversations.

Utilize your network. Reach out to and leverage your existing network of inner and outer circle contacts, satisfied customers and business partners to generate referrals. Summer may be a slower time for them, as well, and they may welcome the opportunity to get together, brainstorm ideas and identify new opportunities for each of you.

Focus on building relationships. Use the summer months as an opportunity to focus on building and strengthening relationships with existing clients and prospects. Invest time in nurturing these relationships with one-on-one communication and value-added interactions, even if it’s just golf, fishing or lunch.

Grow yourself professionally. Take the time to invest in your own training and skill development. Attend workshops, seminars or online courses to help fine-tune your sales techniques, gather product knowledge and improve your communication and customer service skills.

Maintain a healthy work-life balance. Celebrate your successes, take breaks, recharge and enjoy time with friends and family outside of work.

Before you break for the summer, take measures to plan your third and fourth-quarter activities, fill your prospect pipeline, maintain your momentum and set yourself up for a successful second half of the year.

Jim Marshall is the founder of Sandler Training of Tampa Bay which provides sales and management training and coaching to high-achieving companies and individuals. Contact him at 813.287.1500 or [email protected].

You May Also Like
How to receive feedback

Dear Debbie: A few months ago, you shared how to be a sponsor and speak up. I love it and, yet, sometimes when I get feedback, I get embarrassed and

Read More
The summer burnout

Summer is hot and so is burnout. By this time of the year, the heat, and the mood, in the office, and outside, feels like it would melt gold which,

Read More
Initiating buyer focused conversations

If you’re in sales and new business development, you know that your job consists of three primary functions: selling (including presenting your solution to a prospective customer or client, then

Read More
Jim Marshall
How to beat the ‘Summer Slowdown’

So, here we are in August – what some people refer to as the “dog days of summer.” Temperatures and humidity are through the roof, many of your clients, customers

Read More
Jim Marshall
Other Posts
Winning in golf and sales

(Reader Alert: This article is about golf; if you are not a fan or a participant – or have little patience for those who are – please feel free to

Read More
Jim Marshall
When a STAR is born

As a recruiter, my first go-to candidate is someone who has depth, personality and has navigated some real-life experiences. Many times though, they have little-to-no college experience. This begs the

Read More
Experts Say Despite Tightening Underwriting, Plenty of Funding Options Are Still Available

While numerous economic indicators continue to plunge, lenders have been tightening underwriting guidelines to reduce their risk exposure.  This shouldn’t surprise anyone considering the fact that we all can see

Read More
business credit
Make waves this summer: Dive into 101 days of one-of-a-kind adventures  

If you’re among the many people facing the annual question of what to do this summer, look no further than the sun-soaked vibes of Greater Fort Lauderdale. With 24 miles

Read More