Unless you sell sunglasses or barbeques, you may think the summer is a sleepy time to do business. I recently had a client call me to help her with some training in a community that had been in a census decline since January. She was in a hurry to get me in front of her sales team because soon “it would be summer and there would be no traffic.” Somehow inquiries would come to a screeching halt and if they didn’t “close” everyone in May, they would surely have no business again until fall.
While summertime might be a time for vacations and relaxation, all the events that give rise to the need for your services continue, they persist 24 hours of every day of every month of the year. People don’t stop aging because the weather is warm. They don’t stop getting sick because it’s summer. And the elderly don’t stop losing their memory because school’s out.
I wondered where the pipeline was for this building. What about all the people who should have inquired since the year began? They should, if they have been courted and coddled well, be just about ready to move in.
I have experienced some outstanding sales results during the summer months. In Skagit Valley, a farming community north of Seattle, we moved in fourteen people during July and August. Three of them on the July 4th weekend! How? Because we had relentlessly worked with our customers all spring. If someone inquired in March or April, they really needed us in July.
Giving in to sales stereotypes is a real danger to your marketing effort. Every lead in your database should have a “next step” for follow up and every client in your midst can be linked to a professional referral source. With a little bit of research you can discover a whole new network. Don’t sit in your office and think no one will call because they are camping. Summer is a great time to reach out and ask for the business.
The joy of air conditioning, swimming and eating three squares a day without cooking is a summer most of us couldn’t wait to start. Get on the phone and make someone’s summer a bit less stressful and give our families a bit of calm with which to enjoy this beautiful season.
My insights for your success.