Summer is in full swing. Just like you, your prospects and clients may be out of the office vacationing or simply working fewer hours. The living might be easy, but the selling can be hard this time of year. You might not hear back from people as promptly and your sales pipeline might be running dry.
While there’s no denying summer can be a slow season for sales, this doesn’t mean all business grinds to a halt. According to Michael Mayer, a consultant who contributes to The Center for Sales Strategy, you can implement a few key strategies to stay productive and successful during the summer months. We share his ideas in this issue of PromoPro Daily.
1. Keep in touch. It’s important to not simply disappear for the summer. Mayer says regular follow-up and communication are key to maintaining relationships and staying top of mind. When scheduling calls, try to aim for early in the morning so the other person is free to enjoy their summer plans later in the day.
2. Leverage social media. When your prospects and clients are on Instagram or Twitter sharing their fun summer pics, get their attention with a summer campaign. You could also post pics of promos at the pool, beach or lake. According to Mayer, social media is a powerful tool for staying connected with clients and generating new leads. Just remember to post on social media with the purpose of being a thought leader.
3. Nurture existing relationships. Mayer says the summer is an ideal time to focus on building relationships with your current clients. Doing so can pay dividends as we enter the fall planning season. Consider using the next several weeks to check in on your customers and find out what’s going on in their world right now. Find out how you can better meet their needs and look for opportunities to upsell or cross-sell.
4. Experiment with new sales strategies. Why not take the summer to test out something new? Maybe try offering virtual events or webinars to introduce new promos. Whatever you decide to do, Mayer recommends A/B testing so you know what works best. And remember – just because a client said no earlier this year doesn’t mean they’ll continue to say no. Try different strategies to reach those prospects you thought had gone cold.
5. Take advantage of downtime. Summer may be a slower time for sales, but the season can be an excellent opportunity to focus on professional development, Mayer says. While you’re at the pool, read PPAI Magazine. When you’re driving to client meetings, listen to a marketing podcast. Always wanted to take a particular online course? Sign up for it. Mayer says developing new skills and staying current on the latest trends can help you stay competitive and better serve your clients.
Don’t let the dog days of summer get you down when it comes to sales. Even if you experience a dip in sales over the next several weeks, you can enter the next season stronger by remembering the tips above. Remember to stay connected to your prospects and clients, make use of social media and try new approaches.
Compiled by Audrey Sellers
Source: Michael Mayer is a consultant with more than 25 years of experience leading sales teams across the United States.