Strategies to Avoid Summer Sales Slump

 

With school out and people going on vacation, many businesses experience a summer sales slump, but there are ways to avoid the slowdown. Preparing your pipeline in advance and continuing sales-generating activities throughout the summer months are vital. Here are eight sales strategies to beat the dreaded summer slump:

Sales managers should plan ahead for the summer quarter by adjusting key performance indicators (KPIs), such as the number of referrals, the number of first base meetings with potential customers, and the total number of sales calls made. This preparation allows sales reps to know what needs to be accomplished to maintain a healthy sales pipeline.

Focus on adding value to every conversation, whether that’s sharing knowledge about how to use the product, explaining features, or providing references. Salespeople should also collect information that helps them better understand what the client needs. However, the quality of questions matters more rather than the quantity. Include hard questions that cause your prospect to think differently about their current situation.

The most important thing to do in the first half of the year is to fill the pipeline before summer rolls around. In order to increase your sales pipeline, you should focus on generating more referrals from your current customers and partners. You can also generate new opportunities through social media by introducing yourself to people who might need your product or service.

Prospects who said it wasn't the right time months ago may say yes today. Although deals in the pipeline for 6 months or longer have low close rates, it doesn’t hurt to give it one last try. Sending a “breakup” email to those prospects you had put on hold is effective for eliciting a response. Once you get them talking again, you can figure out whether the deal is worthwhile to pursue.

Video is an effective tool for breaking through inboxes people because it grabs attention. It allows you to share your product or service with prospects in a way that's more personalized and engaging than an email alone. Remember to include a call to action at the end of your video so prospects know exactly what next step to take.

Summer is often a frustrating time for booking meetings. One week you may be on vacation. The next week, your prospect is. Adding in a holiday weekend, the back-and-forth scheduling emails can get old quickly. Instead, use scheduling tools to eliminate points of friction in the sales process so it’s easier to nail down a time.

Generate leads and visibility by attending webinars and virtual conferences over the summer. Virtual events require less planning and investment, yet offer value to your sales efforts. As more in-person events and trade shows return, also consider going to those to build new relationships.

Is there an objection you often hear from prospects? Use that objection as the basis for new sales collateral, further adding value to your conversations. Collaborate with your marketing agency or team to create content (e.g. blog post, ebook) that resonates with your target audience and helps you attract or nurture leads.

With these strategies, you’ll have a much better chance of avoiding a summer sales slump while revving up for a busy fall. Maintaining sales throughout the year is crucial for any business, which is why having a marketing system is vital for long-term success. Now is the perfect time to evaluate your efforts by downloading our free Marketing System Scorecard!