There is no denying that summer brings a different rhythm, energy and cadence to sales. Vacations, kids out of school, longer sunnier days are but a few contributing factors. Unfortunately, this just feeds in to tribal notions about selling the summer; no doubt helped by prospects and customers using “summer” to hold sellers at bay and fend off making decisions.
No, It Can’t Wait
While on the surface some of the reasoning presented by prospects (and often accepted at face value by some reps), may sound reasonable, they are not. When looked at in the cold light of time and quota, one can never take their eye off the prize, or assume that time somehow ticks away differently on the summer. A simple litmus test next time a prospect brings up summer, is to explore how tolerant their company is of seasonal short falls or slackness in effort.
One benefit that the relaxed pace of summer brings, is people’s propensity to do mid-year reviews and status checks, and then adjust course accordingly. If you have dealt with a specific vertical, or set of buyers, you could be in a position to add to this process. Being that you have had greater exposure to best practices, you are in a position to offer value without talking product or sales. Having seen how different people and organisations approach similar opportunities, you should always be in a position to introduce new lines of thinking or tools that will help them complete their task, or enhance the effort. More on another way this can be handy in a minute.
Given that the cast of players in decisions is increasing, used to be 5.4, now it’s 6.7. Given that some of the players will be on vacation, others may be reluctant to make decisions. But that should not prevent you from going full speed into education and influence mode, using their relax stated to introduce elements into the discussion that will rekindle their enthusiasm, revive their energy to levels when they started their journey.
With the pressure gauge down, you will find it easier step back and refocus on things that precipitated the journey. We have had experiences, where mid-way through the year the focus and energy dips to where the project is abandoned, which explains the almost a third of deals that go to no decision. This is your opportunity to not worry about the ultimate decision, and have them emotionally recommit and reinvest in the project, which is an opportunity to review and learn what has changed, what would they do differently if they were to start over again, or at least based on their journey to date.
You must remember that some of these will in fact get back on track this year, others, while they may see merit again, will slip into next year, better than no sale at all.
Taking advantage of the mood of summer also allows you to explore the dynamics internally, and those that will have to be in place to ensure a decision coming out of Labour Day. How and who makes the decision, who can and has killed projects in the past, and other important facts that are much better exchanged in the Dog Days Of Summer.